Join Craig Smallish for an in-depth discussion in this video Doing your research, part of Developing Ideas and Design Concepts.
- View Offline
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.…
- 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