Briefs + Dreams

A week ago, I had no idea what a brief even was. After watching the documentary Briefly, by Bassett & Partners, I was informed and inspired. I wanted to create a brief and work with clients right then and there. There were a few things I learned from this documentary, but what resonated with me the most was that briefs should reflect the dreams, goals and aspirations of the client.

Briefs should start with passion and end with passion. Everything in the middle will be logistics and budgets and deadlines, but the beginning and end should be full of passion. The specifics of the brief will change over the course of the project, but the underlying dreams of the client, should remain constant or grow even bigger! A brief is only limited by the goals of the client. From the brief, the designers should be able to understand the company’s passions, hopes, fears and anxieties.

The dreams of a company should be embodied by the dreams of the employees. Mutually dreaming of what could be is what will empower and grow a company to be its full potential. Just as the company's goals should be aligned, so should the brief’s.

I dream of how much better Marketing for Campus Recreation could be and how we could push the limitations of our expectations. I dream of aligning my goals with the goals of our student staff and professional staff. I dream of creating things that will inspire other for the better. I want to create social change and I want to move people in creative ways. With so many staff and people wanting to see Campus Rec succeed, I believe this goal isn’t too far fetched. All that may be needed is a good brief.

According to Campus Recreation employee, Julie Gibbons, “Campus Rec has always been a family. Creating something that would help push marketing forward would benefit everyone. I think that planning this thing out and actually executing it would be awesome!”

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