Join Craig Smallish for an in-depth discussion in this video What's the message?, part of Designing a Print Ad.
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…While researching everything you can about your client is important, detailing the…exact goals that the client is hoping to achieve is equally important.…Just as the client brief can expand our knowledge of the clients organization, the…project brief serves as a document that…identifies the strategic objective of a specific project.…Depending on the size of the organization you work in, a…project brief may be generated through a number of different ways.…In larger settings, marketing personnel, account management teams, or account…executives are often involved in helping the client compose the brief.…
In smaller organizations, including freelance situations,…it's likely that the creators themselves…will be working directly with the client to complete the project brief.…For your reference, I've included a sample…project brief in the course reference files.…Along with defining the strategic goal, a project brief should…also detail the message that our client hopes to communicate.…What is it exactly that they want to say to their audience?…
- Establishing the campaign message
- Developing your first ad concepts
- Creating thumbnail sketches
- Choosing the best media to convey your message
- Managing contrast in a composition
- Refining ad layouts
- Preparing a print ad presentation for clients
Skill Level Beginner
Developing Ideas and Design Conceptswith Craig Smallish1h 39m Appropriate for all
Foundations of Layout and Compositionwith Sean Adams1h 35m Beginner
1. The Power of a Well-Composed Ad Design
2. Establishing the Foundation: The Client Brief
What's the message?2m 53s
3. Great Ad Designs Begin with Great Concepts
4. Creating Thumbnail Layouts
5. The Best Choice of Media to Communicate the Message
6. Putting It All Together
7. Refining the Layout
8. Developing the Final Comp
9. The Pitch/Client Presentation
Presenting to the client4m 6s
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