The Creative Brief Lecture

Please be sure your Creative Brief includes:
+ Objective (To design the identity system for…)
+ Who are we communicating with? (Target Audience)
+ What matters to them? (Motivators/)
+ What main message are we trying to convey? (Purpose/Value of event)
+ Why does this matter? (To the audience & the world)
+ Deliverables (subject to full communications plan)

Briefly (video)
Briefly – Bassett & Partners

1-Page Creative Brief
Creative Brief Elements

Readings
Typographic Design Form & Communication 6th Ed. (Carter, Day, Meggs, Maxa)
[Chapter 6: The Typographic Message]

NOTE TO CLASS: When reading Typographic Message, consider what it means to say that typographic signs can be both visual and verbal? Also search for examples beyond the book based on visual metaphors, visual substitution, visual exaggeration, visual transformation, simultaneity, visual combination and/or visual correspondence.