Running a Design Business: Creative Briefs

Introduction

• Welcome
• Resource files

1. Understanding Creative Briefs

• What is a creative brief?
• Creative briefs as strategic tools
• Client control and designer freedom
• Who should write a creative brief?

2. Components of a Creative Brief

• Ten things to include in a creative brief: Part one
• Ten things to include in a creative brief: Part two
• Creative brief development process: Part one
• Creative brief development process: Part two
• Review of sample creative briefs

3. Clients and Creative Briefs

• Working with clients on creative briefs
• Getting great client input
• Challenge: Leading a briefing session
• Solution: Leading a briefing session
• Challenge: Writing up your findings
• Solution: Writing up your findings

4. Writing a Creative Brief

• General writing tips
• Aligning creative and business goals: Part one
• Aligning creative and business goals: Part two

5. Common Problems with Creative Briefs

• Making briefs more readable
• Being inspiring
• Handling writer's block (performance anxiety)

6. Using Creative Briefs

• Designing based on a creative brief
• Managing to a creative brief
• Working without a creative brief

7. Evaluating Creative Briefs

• Evaluating design based on a creative brief
• Measuring a creative brief's effectiveness

Conclusion

• Next steps