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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.
To find the full project potential for our client Kinetico, it'll be helpful if we can scan the landscape a bit further. Even with the client and project brief in hand, there's always more to learn about your client. With every new creative project we encounter, there are a few questions we should ask that will help us assess any known competition and examine what's been done in the past. First, we need to ask, how wide is the array of competition that offers similar products or services? In essence, what makes our client so special? The answer will provide us the opportunity to size up the other teams.
Each competitor has strengths and weaknesses and we'll need the intel on that. Also, there may be times you find yourself saying under your breath, our client doesn't necessarily offer anything new or innovative. On the surface that may appear true but by digging further you're likely to find some differences. For example, you might find your client has a bunch of five star rave reviews on Yelp and those reviews could identify some great qualities.
Best yet, they're through the eyes of the consumer. That could easily be a wealth of information and promotional content for you to draw upon. Second, we should ask ourselves, is there a history of the type of product or service that our client offers? By looking at what's been done historically, we can determine whether there's a benefit to using a retro approach or aim for a more modern aesthetic. In fact, even if our client happens to offer an entirely new product or service.
We still have a history lesson to learn. A great place to start is by identifying what our client's product has replaced in the world. After all. New technologies replace older ones. Taking a good look at the competition and the historical context of what our client offers, can present us with some advantages. A little research and prep on the front end, adds a lot to our project resource inventory. All of which, will really pay off when we present our great concept to the client.
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