Creative brief

Here's a sample of a creative brief:

Client:  

Project: 

Example: "New campaign to introduce Ready Credit for Citibank."  

1) Background / Overview: This is where you introduce the project.  

2) Describe your logo: 

Talk about your concept. What's the single most important thing we want to say? (Your statement should be concise.) Avoid generalities because they result in ambiguous communications. Also explain your colors and font choices.  

3) What is the objective, the purpose of the logo? 

A concise statement of the effect the new logo should have on consumers. Typically expressed as an action. And frequently focused either on what you want them to think, to feel, or to do.  

4) Target audience: who are we talking to?  

5) Briefly describe your stationary and how it relates to your client's logo.

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Project#2: Stationary_Schedule

Hi class, this is the schedule regarding Project #2:

Monday Feb 02
Introduction to Stationery, Business Cards, Envelopes & Letterheads
Wednesday Feb 04
Work in class: Stationery-Letterhead

Monday Feb 09
Work in class: Stationery-Letterhead
Wednesday Feb 11
Work in class: Stationery-Letterhead and Business Cards

Monday Feb 16
Work in class: Stationery-Business Cards
Wednesday Feb 18
Work in class: Stationery-Business Cards and Envelopes

Monday Feb 23
Work in class: Stationery- Business Cards and Envelopes
Wednesday Feb 25
Stationery Critique: Letterhead, Envelope and Business Card


On Feb 25 you'll have to submit all the stationary items and logos mounted on boards.

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How to identify your files

Hi class,

You all need to give me a cd or dvd with absolutely all designs you created during the semester (even the ones you didn't use/submit, your drafts, everything). So in order to have everything well organized, here's how you're going to label your files:

1. Create individual folders for each one of your projects:
Eg:
Project 1_GRD 3200_Logo
Project 2_GRD 3200_Stationary
Project 3_GRD 3200_Mailer-Brochure
Project 4_GRD 3200_Website
Project 5_GRD 3200_Specialty_Calendar

2. Name the files in each of the folders as follows:
GRD 3200_FIRST NAME_LAST NAME_Logo 01_DRAFT.
GRD 3200_FIRST NAME_LAST NAME_Logo 02_DRAFT.
And so on.
GRD 3200_FIRST NAME_LAST NAME_Personal logo FINAL.

Please be organized. Remember that it makes a difference in your grade and in your career!

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Stationary_Student work

Now it's time to start branding your client!

From now on you're going to design the collateral material for your clients. The first step is your client's stationary (letterhead, envelopes and business card). Aim for original and fresh ideas! Dare to do something extremely unexpected. However, remember to avoid projects that use unecessary amounts of paper.

Design with sustainability in mind!

Andrew's Spring 2008 updated logo

Aspects of successful branding