Response to Briefly

Briefly is a documentary by Bassett and Partners. Tom Bassett, CEO of Bassett and Partners, was interested in understanding how the worlds most consistently creative minds use the creative brief. The documentary consists of a series of one-on-one interviews, with several design powerhouses responsible for innovative creative results, asking how they define/use creative briefs and deliver consistently exceptional results. The end goal of this documentary is to educate future generations about the evolution of the creative brief process in order to create successful products. As well as, inspire them to write successful creative briefs that lead to innovative designs and solving the impossible.

After watching the documentary, the importance of simplicity stuck out in my mind. “The shorter the better.” Each interviewee described the importance of concise creative briefs that give an open statement of ambition to the designer. The point of a creative brief is to establish a starting point that communicates aim with a lot of room for evolution, imagination and creativity. As a result of this, the designer can attribute his or her ideas/persona to a project.

According to an article by Eppi Design, which dissects the necessary elements of a creative brief based on Briefly, the only essential information are the 3W’s.

The importance of client/designer relationships: Why? — Why are we partnering? Why did you choose me? Why is this important? Why are we doing this? Why does it matter?

Many designers in the video attributed their creative success to their client relationships. They suggested that relationships are more important than creative briefs because it is important to work with people that give you a deep sense of their goal and where they want the project to go. It is important to work with clients that inspire and generate curiosity within you so that you are passionate about the end result.

The second two W’s establish the logistics of the project/information that is necessary for the designer to know.

What? — What is the main goal? What is the secondary goal? What is the deadline? What is the timeline/schedule? What is your vision? What does your ideal outcome look like? What does the audience/user need or want? What will help, inspire, motivate, excite, and compel them to act? What is the purpose of this?

Who? — Who are we speaking to, designing for, entertaining, delighting, or motivating? Who is the audience/user/customer? Who are the stakeholders or decision-makers for the project? Who is the point of contact or project lead? Who can help us dig deeper to discover hidden insights that will lead to better connections?

These 3W’s breakdown the information necessary to the designers but at the same time still allow room for ideas to travel and evolve into something spectacular.

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