Creative Strategy Brief
The first step towards our final project.
After making the decision to do a campaign for Terra Conscious as our team’s final assignment, we had to make a more condensed presentation about the company. In this brief, some of the company’s pros and cons were included as well as some observations about the brand and the market, all organised in a coherent way. If you want to learn more about the procedure Res Innovae went through to pick Terra Conscious as our client, click here to read.
Terra Conscious is a marine conservation based social enterprise that operates in North Goa, India. While tourism in Goa revolves around commercialised amusment and activities, Terra Conscious aims in projecting a more responsible tourist model with sustainable alternatives and an eco-coscious way to discover this magical place.
The task we were instructed to do after we filtered out the other potential clients was to create a Creative Strategy Brief, a one-page presentation to help guide our team through the finalisation of our project idea.
Creative briefs can take many forms and can include many aspects, from client-based information to market and trend tips and directions. So, Res Innovae gathered once again to agree what information should be included in the brief. As the coordinator I usually have a bigger say in the assignments form, however I try as much as possible to take into consideration the opinion of the rest. Even though I sometimes may come a bit absolute or dogmatic, the other members tend to trust me because we never failed to present a proper assignment. In this case, I was the most bossy I had ever been, to my opinion at least. I demanded for very specific things:
- What advantage does our client have against the rest?
- What are the challenges we must overcome?
- What groups do we want to target?
- What information can we gather about the tourist market in Goa?
- In what way should we convey the message and what are our goals?
Maybe the trickiest part of all was to actually stay brief. All this information needed to be filtered for the brief to have a logical structure. After I assigned each one of the team member the category for which I wanted them to provide a short text, the time had come to make the actual thing.
Our trusted ally, Canva, came to the rescue. This website provides an immense amount of design ideas and templates, making it very easy for people with little to no experience in designing tools to create original content and prototypes.
We strived for a subtle mood, in the colours of the Terra Conscious logo and a transcendental image from Goa. The result was astonishing!
With a clear goal in mind and an even clearer image of the brand we were about to take on, Res Innovae was ready to begin the production of their final project.
For more articles on our assignments visit the profiles of the other members of Res Innovae: Danae Zouli, Kim Münch, Margueritte Maze
Lab Instructor: Betty Tsakarestou
