For our Stories series, we have been asking a lot of talent a lot of questions. Some are personal, but some are so relevant to others that this week we thought it best to share some those insights. One thing that comes up time and time again is what is behind a good brief?
Melody David, Creative Copywriter, MOD Consulting.
My ideal brief has a bit of everything in it. The best briefs for me are the ones that tell inspiring stories or move people in some way. I think storytelling is super important to me as a writer — especially stories that are maybe less well known or less heard.
Amilcar Guevara Torija, Creative Director, Freelance.
The ideal brief is one that has already been pushed through that strategic lens, and requires that creative twist to make it pop. So not a brief that just reads: “the client needs x and y” but one says the “client needs x and this is why”. That’s inspiring, and gives you the direction and the tools to start thinking really creatively.
“There's no one-size-fits-all answer.”
Qa’id Jacobs, Senior Product Designer, Hudl.
There's no one-size-fits-all answer to this, as each project is unique. However, an ideal brief should provide clear information about the project's goals and objectives, the target audience, and the overall vibe and feeling of the product.
Elisabeth Sau, Director, Hummingbird Design.
If I get a brief, it always goes a long way to have the brand guidelines to hand and an example of work that has come before or a piece of inspiration. When I have all these components, I get a clarity which can then translate into the work.
“When there is no box, it's impossible to think outside it.”
Max Pirsky, Former Head of Global Brand Design, Revolut.
Quite often the tighter the constraints, the better the brief, the more solid the outcome. If you give people a very tight box to work within, they can then think outside of this box. When there is no box, it's impossible to think outside it.
Lisle Abrahams, Art Director, Highsnobiety.
I love briefs where they give you enough freedom to be able to explore but there's still a framework and a structure that keeps you grounded. That’s the sign of a good brief: having that structure and a framework to be able to be free, but not too much — sometimes us creatives have a knack for getting carried away with our ideas after all!
So I like briefs that allow me to exercise the responsibility that being creative comes with. It’s so important for us as creatives to use our creative mind — which is ultimately about problem solving — to help with the challenges of today. And there are a lot of challenges, too many to even count.
“An ideal brief should include the scope, budget, and target audience, and that’s about it.”
Hanns Segelcke, Senior Copywriter, Mozilla.
Weirdly enough, the ideal brief for me has many boundaries, as it helps me know where to start and where to stop. This allows me to exploit the brief and think differently.
Boundaries help in letting you know about what channels will be used, the budget etc. I can then play with this and find loopholes — that’s the fun.
Barry Despenza, Designer, Flaconi.
Really an ideal brief should include the scope, budget, and target audience, and that’s about it.
Date
Words
Share
