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Running a Design Business: Creative Briefs
Illustration by John Hersey

Running a Design Business: Creative Briefs

with Terry Lee Stone

Video: Welcome

(MUSIC). Hi, my name is Terry Lee Stone. And I'm here to help you with a key design tool, the creative brief. Creative Briefs are a plan that kicks off the collaboration between the client and the creative team. They provide an essential framing and planning exercise, a road map for your creative work, and our formal document that you can use to help manage projects. Let me be your guide on how to partner with your clients to develop great creative briefs, and then use them to both inspire your design and keep your projects on track.
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  1. 1m 15s
    1. Welcome
      44s
    2. Resource files
      31s
  2. 8m 38s
    1. What is a creative brief?
      2m 21s
    2. Creative briefs as strategic tools
      2m 46s
    3. Client control and designer freedom
      1m 52s
    4. Who should write a creative brief?
      1m 39s
  3. 18m 47s
    1. Ten things to include in a creative brief: Part one
      4m 21s
    2. Ten things to include in a creative brief: Part two
      4m 42s
    3. Creative brief development process: Part one
      4m 7s
    4. Creative brief development process: Part two
      3m 6s
    5. Review of sample creative briefs
      2m 31s
  4. 15m 31s
    1. Working with clients on creative briefs
      3m 9s
    2. Getting great client input
      2m 52s
    3. Challenge: Leading a briefing session
      2m 10s
    4. Solution: Leading a briefing session
      4m 18s
    5. Challenge: Writing up your findings
      2m 20s
    6. Solution: Writing up your findings
      42s
  5. 7m 46s
    1. General writing tips
      2m 1s
    2. Aligning creative and business goals: Part one
      3m 16s
    3. Aligning creative and business goals: Part two
      2m 29s
  6. 7m 28s
    1. Making briefs more readable
      3m 4s
    2. Being inspiring
      2m 8s
    3. Handling writer's block (performance anxiety)
      2m 16s
  7. 7m 7s
    1. Designing based on a creative brief
      3m 6s
    2. Managing to a creative brief
      2m 2s
    3. Working without a creative brief
      1m 59s
  8. 5m 4s
    1. Evaluating design based on a creative brief
      3m 9s
    2. Measuring a creative brief's effectiveness
      1m 55s
  9. 1m 55s
    1. Next steps
      1m 55s

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Running a Design Business: Creative Briefs
1h 13m Appropriate for all Sep 12, 2013

Viewers: in countries Watching now:

Learn to write a creative brief for client-commissioned projects and ensure you have a roadmap for developing great design, in this installment of Running a Design Business. Terry Lee Stone explains what creative briefs are, what goes into them, what they look like, and how to use them throughout the project. Learn how to establish the drivers, audience, competition, message, and other critical success factors. These lessons cover interviewing, researching, drawing out consumer insights, and synthesizing all of this information into a cohesive and actionable document.

Topics include:
  • What is a creative brief?
  • Who uses creative briefs—and how?
  • Reviewing sample briefs
  • Working with clients
  • Soliciting good input
  • Developing actionable insights
Subjects:
Business Project Management Design Freelancing Design Skills Design Business
Author:
Terry Lee Stone

Welcome

(MUSIC). Hi, my name is Terry Lee Stone. And I'm here to help you with a key design tool, the creative brief. Creative Briefs are a plan that kicks off the collaboration between the client and the creative team. They provide an essential framing and planning exercise, a road map for your creative work, and our formal document that you can use to help manage projects. Let me be your guide on how to partner with your clients to develop great creative briefs, and then use them to both inspire your design and keep your projects on track.

In this course, I'll cover the development process, the writing and the implementation of creative briefs. So, let's get started.

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