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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.
While collaberating with another creative can make the process a little easier. It really helps to team up with anybody who happens to be available. That can be very effective. Even freelancers have resources available. Sometimes you just need to search them out. In fact, a designer I worked with, a few years ago, intentionally called the wrong number on her cell phone. She briefly explained why she was making that call, and she was able to convince the person on the other end of the line, to collaborate with her for several minutes.
Now the end result was a healthy amount of free association content. I've always loved that example of creative resourcefulness. The beauty of collaborative free association is, the opportunity to add more ideas to the mix. When you bring someone else into your creative process, you can bounce ideas back and forth. And run with them in an entirely different direction. So in this example, I used my friend Burt to help me collaborate. And we spent some time bouncing ideas back and forth.
And I started out with a stranded island paradise. Burt responded with not lost at sea, which kind of made me think of getting away from it all and Burt came back with endless summer. Eventually the process lead to things like hula girls and island nightclubs and eventually watching re-runs of the show survivor. In the end, our little free association discussion led to the idea of a reality-type show where the contestants have to compete with only a mini solar panel, a smart phone, and a few other resources.
It's kind of a curious idea. And I doubt either one of us would have gotten there on our own. Collaborative sessions tend to get moving pretty fast. So make sure to document all of it. Sometimes it even helps to record it. And you can always go back and note sketch it afterwards. Now, it's important to view everything that comes up during these sessions as worthwhile. There's always a possibility you might find something in there that you originally thought was worthless, as being pretty sensational when you have a chance to sketch it out later. With free association we don't want to place any limitations on that process.
The goal is to consider every end of the spectrum, and collaborating with free association, can often morph into a powerful concept development session.
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