After watching the documentary Briefly, I came to understand just how important design briefs are in the process of creating a project. They provide the framework and foundation of the creative approach and are used throughout the creative process. According to designers in Briefly, creative briefs keep developing throughout the project. They actually even make the point of saying in the documentary that the organization should expect the brief to be challenged, knowing that it will not stay the same.
Another important point about creative briefs brought up in Briefly, is instead of elaborately creating a detailed creative brief that it is stronger to show the agency why your project is worth it for them to pursue. They said that you shouldn’t take the creative tools off the table of the agency, but rather show them what is unique and inspirational about your project. Briefs must inspire the people who are in charge of solving the problem. Briefly talks about how a creative brief should contain goals and aspirations that people want to see accomplished.
Often times in many of my past artistic endeavors, my final project is never identical to my original vision. Through sketching and implementation, I came to see that something else would better communicate my idea. I learned through these moments that you can’t be afraid of change. Some of my best artwork came from complete changes to my plan of action. In preparing a creative brief, I’m wondering if the objective should be fairly broad, so that it allows for the possibility of changes later on or if the objective should be as detailed as possible, as long as it is understood that it will most likely be altered later on in the creative process. How does one go into writing a brief with the mindset that it will change? I wonder how many rules or regulations should be set for the creative brief, if the brief is already expected to change.
Qian Xu, associate professor of communications at Elon University, claims that creative briefs are an important form of communication. She says that they crystallize the idea of a project for both the client and the agency. It helps the organization narrow down what they want and allows them to reach an agreement on a direction to pursue. Professor Xu also states that they act as a boundary for the design in terms of setting expectations and mandatory elements for the project.