Join Craig Smallish for an in-depth discussion in this video Defining the project, part of Developing Ideas and Advertising Concepts.
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.
- 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