Creative Brief : CS3382 - Week 2

I have read several articles about the Creative Brief. Two of them are quite useful.
One is about "What is a Creative Brief" and "why do you need one?"
Another is about "How The Brief Is Developed?" and what should it include?


Points from the websites:

A creative brief is a written document that summarizes business and creative objectives affecting creative direction as comprehensively and concisely as possible.

It is not a proposal, RFP (request for proposal) or initiation form, that are tactical and include project specifications, such as deadlines and budget.

• Who?
• result of number of meetings held between the developer and the client
• When?
• At Define Stage, when establishing requirements
• What?
• Role: For develop team, procides ideas of creative direction of the project
• Purpose: Enable the creative group and the client to agree to a common set of objectives
  

"Position" of Creative Brief

1. Research and discovery phase
1. Identify key stakeholders, decision makers and people on your team who will be part of the process
2. Review background material provided by the client
3. Conduct a planning meeting with the client and stakeholders
4. Collect additional research if necessary
2. Relationship between design and development
   
3. Creative Brief
• about the business objectives
• discovers the goals and objectives driving the creative strategy
• idea of the creative direction for the project
• Demographics of the audience
• Expectations of audience
  
• Communication strategy behind the site
4. Development of any design solution
5. Summary (align the client’s business objectives with your creative strategy)
   
• Findings and related recommendations
• A clear set of expectations