+ project's background and goals
+ have a GOOD PLAN : clarity & orderliness
+ 1–? pages : however many you & the client need
+ key reference in case members change, details are forgotten, client approval, etc.
+ perhaps for project teams' eyes only – client info : quirks, likes/dislikes, design team tips
+ creative brief writer should have first-hand experience with client & good writing sensibility
+ created for posterity : refer to as a basis for design decisions made
"there's simply no right or wrong way to do it."
TYPICAL OUTLINE>>
- client information
- noteworthy bits, client background, competitor overviews, intended market segments, project context
- project information
- one to two sentence overview, key info & hierarchy to be conveyed, tone, challenges to overcome
- project goals & requirements
- problem to solve, opportunities, obstacles, technical details, guidelines, & what will be considered "successful"
- project logistics
- deliverables (page count, document size, file types, etc.), project team's individual roles and responsibilities, schedule, budget
PERSONAS>>
"walk a mile in the shoes of your viewers"
+ use : research, common sense, and overall project know-how to form a sample target audience
+ save time & money by theorizing what the project will look like in the real world
+ sample elements : personality attributes, desires, needs, habits, capabilities, interests, lifestyles, attitudes, values
+ better to create with client & design teams together : creative input, team-building exercise
+ give a name, picture, scenario : dimension & character
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not all of these parts are incorporated into our project, but this gave me a nice run-down on what i should strive for.
