What’s in a brief?

I’ve just been reading a blog by Krishna http://nairkrishna.wordpress.com and am impressed with this statement that appears on it:

“We see what we expect to see. What we know, or think we know, influences us so strongly that we
 are often blind to change, to new 
views and new opportunities. This 
is true in all aspects of life.

The challenge is to see and learn
 everything around us with fresh eyes.”

I love it!

I’ve been thinking about the way I interact with clients who find it hard to articulate what they want when it comes to a visual design brief. Don’t get me wrong, I think it’s great that they don’t have a literal concept in mind – no designer wants to be ‘the pencil’ for someone else’s visual concept, but I do need a brief to help me meet their expectations. However, I also want enough latitude so I can provide concepts that allow the client to “see and learn with fresh eyes”.

I have a wonderful client who willingly embraces the opportunity to see and learn with fresh eyes and who trusts me with total creative freedom. Her briefs are usually something like this:

Client: “I want some images to work as inspiration for some yet to be developed courses that will be aimed at people of different ages, experience and background”

What a wonderfully ‘open’ brief, but I need to get a narrower perspective. I don’t want to set any pre-conceived notions so I try to get more information by asking the client to describe her big-picture thoughts through abstract terms such as emotions, colours, style, relationships and metaphors; eg “if this project could be described as an animal what sort would it be?” “what colours do you spontaneously think of when you think about this project”,  “give me 10 key words that immediately come to mind when you think about this project”, “what’s the main effect and outcome you want”, “what don’t you want” (usually clients are quite clear about this one).

My client really appreciates this approach and from it has evolved a really good working relationship.

Here are some images that I created for such a project. These images were used to inspire creative course titles and content in the early development stages of a learning program, and were then used in a successful marketing campaign for that program.

Revealing the inner self

Revealing the inner self © Bev Puckridge

Fisher in the ocean of opportunity

Fisher in the ocean of opportunity © Bev Puckridge

The voyage of dreams © Bev Puckridge

The voyage of dreams © Bev Puckridge

Flightpath  © Bev Puckridge

Flightpath © Bev Puckridge

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