Communications WRITING AND DESIGN: The Integrated Manual for MARKETING, ADVERTISING, and PUBLIC RELATIONS by John DiMarco

Author:John DiMarco
Language: eng
Format: epub
Published: 2017-03-21T15:00:00+00:00

4.3 Briefs: creative, design, and scope

Client creative brief

The creative brief is a jointly authored document between client and design team that acts as an upfront agreement that defines the essence of a project and key messages (Phillips 2011). The creative brief, done first, initially establishes a path to synergy between the client's vision and designer's interest and capabilities. After an initial meeting, the design team works on three steps to write the creative brief, which will then be subject to interpretation and changes based on the client needs and desires.

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