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Developing Ideas and Design Concepts
Illustration by John Hersey
Watching:

Defining the project


From:

Developing Ideas and Design Concepts

with Craig Smallish

Video: Defining the project

Having met our client reps from KinetECO, toured their facilities, and worked with them to complete the client brief, we now have a much clearer picture of what makes KinetECO tick. The project we'll be promoting is the KinetECO mini panel. Soon to be released, it's the world's smallest solar panel. It's an amazing little gadget under 12 inches square. They can easily daisy-chain together, and can power any mobile device for up to fifteen hours. Now that we know the specifics of our assignment, we have two questions.
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  1. 8m 45s
    1. Welcome
      1m 12s
    2. The importance of the original idea
      2m 50s
    3. What is concepting?
      2m 4s
    4. Demystifying "the process" in the creative process
      2m 39s
  2. 8m 48s
    1. Working with clients
      4m 14s
    2. Defining the project
      3m 0s
    3. Defining the project obstacles
      1m 34s
  3. 7m 44s
    1. Doing your research
      2m 22s
    2. Avoiding the pitfalls of mediocrity
      3m 28s
    3. What is a concept plan overview?
      1m 54s
  4. 11m 2s
    1. Using storytelling to determine core values
      3m 33s
    2. Using questions to distill the core values
      3m 46s
    3. Determining core values
      3m 43s
  5. 8m 59s
    1. Using the free-association process
      3m 39s
    2. Starting with seed phrases
      2m 55s
    3. Using the power of collaboration to increase ideas
      2m 25s
  6. 9m 48s
    1. Honing your ideas
      4m 20s
    2. Reviewing your descriptive words and sketches to find the best ideas
      2m 29s
    3. Experimenting with your ideas
      2m 59s
  7. 8m 2s
    1. Maintaining a diversity of ideas
      1m 0s
    2. Using search engines to fuel ideas
      4m 50s
    3. The rough concept retrospect
      2m 12s
  8. 9m 48s
    1. Defining the rough sketch
      4m 34s
    2. Visually defining your ideas
      2m 57s
    3. The strength of iteration
      2m 17s
  9. 5m 16s
    1. What is 180-degree thinking?
      2m 46s
    2. Demonstrating the approach
      2m 30s
  10. 9m 29s
    1. Defining the revised sketch
      3m 25s
    2. Demonstrating the approach
      3m 46s
    3. The importance of exploring variation (perspective, media selection, and stylistic approaches)
      2m 18s
  11. 6m 36s
    1. Defining the refined sketch
      2m 23s
    2. Demonstrating the concern for detail
      4m 13s
  12. 5m 3s
    1. Revealing the final concept "comp" solution
      3m 19s
    2. Reflecting on the process path
      1m 44s

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Developing Ideas and Design Concepts
1h 39m Appropriate for all Aug 16, 2013

Viewers: in countries Watching now:

After landing a client, the designer's first chore is to communicate and develop the initial idea, whether it's a storyboard for a film or ad, or a multifaceted marketing campaign for a product or service. Learn how to transform a client's request into a presentable concept in this course. Craig Smallish walks through the development process for various creative scenarios, from assessing the client and the scope of the job to free-associating and sketching your ideas. Learn to create descriptive copy to accompany your visuals and create iteration after iteration of your design. Finally, Craig shows how to choose your strongest idea through a process of refinement.

Topics include:
  • What is concepting?
  • Working with clients
  • Doing your research
  • Determining the core values of a product or service
  • Using free association
  • Building the written descriptives
  • Using search engines to fuel ideas
  • Flipping your ideas 180 degrees
  • Creating a rough sketch
  • Defining the refined sketch
Subjects:
Design Design Skills Design Business
Author:
Craig Smallish

Defining the project

Having met our client reps from KinetECO, toured their facilities, and worked with them to complete the client brief, we now have a much clearer picture of what makes KinetECO tick. The project we'll be promoting is the KinetECO mini panel. Soon to be released, it's the world's smallest solar panel. It's an amazing little gadget under 12 inches square. They can easily daisy-chain together, and can power any mobile device for up to fifteen hours. Now that we know the specifics of our assignment, we have two questions.

What solution does our client hope we can provide and what measurable outcome would indicate success? The answers can vary widely depending on the complexity of any client's organization. Project variables can range from simple logo identities, whole brand development, educational projects, even complete campaigns. The variety of projects is limitless. And whether or not your client has a clear understanding of where to begin, completing a Project Brief is a perfect place to start.

Similar to the client brief which outlines the mission, goals, and vision of an organization, the Project Brief helps define a particular creative assignment. Completing the Project Brief in person is ideal, meeting face-to-face makes for more clear communication. Make sure you document everything through note sketching. Sketches and notes together can help give your written documentation a greater context. And your project brief notes and sketches could come in handy later on.

From the onset, Project Briefs generally attempt to establish three things. First, the Strategic objective. In other, words what is the purpose of this project. Second, the Message, what are we going to say and how are we going to say it. And third, we'll define the target audience, who exactly are we talking to? If known additional components of the project can be identified as well or added as the project unfolds, the more you learn about your client, the easier it will be to develop the best solution.

Now, let's take a closer look at our client brief. It defines a strategic objective as raising a broad public awareness of the product. Further, we've identified that the message must be clearly promote the benefit of the product. And finally, our Project Brief reveal that this product have very broad demographic appeal. Having the client as a part of the project brief development process, not only helps to find the project perimeters, it also assures that everyone is on the same page.

Coupling our product knowledge with the creative strategies we're about to explore is certain to offer up some unique conceptual approaches for our project.

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