During this session we were working in the importance of briefing by groups (in my group: Jack H; Donna H. and me)
Our work about briefing was in 3 stages: client Brief, familiarisation and the design brief.
Stage 1. CLIENT BRIEF.
We organized into corporate group and we written our brief from the perspective of the corporation, following the next guiance: reflective/ future strategy/ pragmatics for success.
As many people in our class was involved in the forest of imagination project, we decided to use this project for create our briefing.
- Reflective
CUSTOMERS: info about the organization´s target customers.
COMPETITION: review of the organizations competitors and their unique selling points (UPS).
The Forest of Imagination is in its first year. Focusing on the importance of keeping creativity in Bath. People around creative world would be there.
The tagline is: "The Seriously Playful Festival".
Would be a festival for everyone. Friendly, exciting and showing everything that Bath can offer. We are aware of other events and businesses out there wanting an audience similar to ours, cinemas, theatres, sporting events, and other festivals such as BathFest /which would be in the same weekend).
But our audience is more wider, and excitin and innovate for all.
- Future strategy
POSITIONING: info about the proposed strategy and plan for action.
CHALLENGE: info about project objectives, scope of work, expected outcomes and specifications
This project starts with a Kickstarter campaign called "ArtSpace", as a plan for a permanent artspace in Bath.
So a space for Bath´s creatives.
For this reason Forest of imagination is an important event, because they want to still open the possibilities to create this space.
The proposed action plan is to create a website to inform people about what is going to happen during the festival and sell the tickets for the event.
It is going to be necessary a good marketing campaign and a good social media, that makes the people would like to be a part of this event.
And, of course, create a festival that everyone remember and would like to come back next time.
Also transform the future Art Space into the Forest of Imagination.
- Pragmatics for success
COSTS: list of fees, expenses and production costs
METRICS FOR SUCCES: outline of how the project´s success will be measured
The festival is going to be on the 30th May- 2nd June, so everything will need to be in place before this date.
Website and identity should be finished and online as soon as possible.
Elements to the project such as wayfinding, some marketing, the actual space, and merchandise can wait till nearer the time but would be great to see marketing and signage in the centre of Bath by earlier May.
They raised £10,000 via the Kickstarter fund, however, unfortunately very little of this can be used for design work.
Stage 2. FAMILIARIZATION.
We organized into design group and we examined our client brief, raise questions, challenge any assumptions, does the client brief identify all the appropriate os possible strategic problems, for example:
Mission statement? visual identity? logo? web-site? printed collateral? advertising, print, screen, online? assumptions about current or future customers? technology past, present and future? other...?
For this stage of the brief creation progress we in our groups became the design group. In this group we took the Client Brief (stage one) from another group and looked at it as if we were the design team. We began by examining the brief, raising any questions or concerns we may have, challenging assumptions, and trying to decipher all the problems and potential solutions within the project.
For this we were able to return to the other group and ask them questions as if they were the client, for example, the design team looking at our client brief for the Forest of Imagination were unsure about the broadness of the target audience. From here we looked at specifying to them what we meant focusing on "Creatives and Families" rather than" Everyone Ever". They then returned with a list of possible things to consider, for example apparel, wayfinding and a logo, stuff we had not considered in much detail in our initial brief.
For our design team at this stage, we were provided with a client brief similar to ours but for a family run bakery called "Oxford's Bakery". We began picking out elements from their brief which we saw as their mission statement.
"Things to consider; identity, website and promotion. We expect the outcome to encompass our traditional values and heritage and the quality of our products". "Wanting to appeal to younger generations and families". "Bring in new customers". "Make it more recognisable".
We found a great opportunity here, for a logo design, web-site, social networking, packaging, signare and promotion.
And we saw the main focus from the client brief to be about creating a new identity which still maintained connotations of tradition, family values and quality, but was able to appeal to new customers and younger generations of customers.
We questioned the client brief when it came to competition, "we are competing with big brand names and other independent food businesses", we would have liked potentially more specific information here. Are they competing with another small family run bakery? Or are they competing with a 'Greggs' and a sandwich shop? This analysis of their competitors can make a big difference in locating and focusing on brand values and a USP.
Having asked, and discovered that the bakery was competing with a Gregg's bakery, a Sainsbury's with a bakery section, and a couple of small sandwich delis, we began looking at stage three. Writing the design brief.
Stage 3. DESIGN BRIEF.
Design bried featuring work from our familiarization stage and referencing the client brief stage.
Having discussed with the client their brief, and discovered more about what we felt could be important we began looking at creating a Design brief. This should follow a similar format to the client brief, focusing on the reflective for the brand values and USP, the future strategy for the opportunities for design and the plan of action, and the pragmatics of success for the timeline and metrics for success (at this stage we were not focusing on the pricing and money aspect of the project).
"Oxford's Bakery, is a family run bakery that first starting baking bread in 1911. To this day the family remains the focus of the bakery, its traditional values a key influence in its vision. Producing high quality baked goods, in a friendly traditional way is the bakery's way to compete against the bakery giants such as Gregg's and Sainsbury's. By being local, friendly, and traditional, Oxford's Bakery and it's heritage aims to remain a strong part of Sherbourne's local community.
With a new Gregg's outlet opening nearby, Oxford's Bakery needs to appeal to younger generations and families. Competition at lower prices is an issue, however, by creating a strong brand identity, Oxford's can still attract customers wanting high quality, and traditional baking. The focus for the new branding and marketing should encompass the traditional values and heritage, as well as attracting families by appearing as the family run bakery it always has been. To gain more custom marketing must be exciting and engaging and cover a broad range of formats. Through a new website, and social media marketing, the bakery can gain a younger audience and the ability to sell goods via the internet. Additionally, through a constant logo and identity apparent online, in store, in promotional material, and on packaging, the bakery will be more recognisable.
The timeline for this project is quite long, with the integration of certain aspects of the project starting sooner than others. Begin by creating a new logo and visual identity for the store, allowing current customers to see the new bakery, and through signage presenting the bakery to the high street as new and enticing. Build from here through a new website mirroring the identity of the shop (friendly and traditional) and marketing both online and in promotional material. Success will be visible by the amount of interest the store gets, and the amount of younger generations and families choosing to buy baked goods from Oxford's Bakery rather than larger competitors."
*for stages 2 and 3 I took the help of Jack H. (in my group), because he took all notes that day, in the group. And because for me, was really hard to understand everything and take notes at the same time.
*my notesAlso during this session we talked about how business operates inside: Q/ M/ T (quality, time,money).
More money more quality, less time. Less time, less quality, more money. More time, less money, more quality.
And how the client should trust the designer, and how the designer should try to do wherever the client wants...
Client (the password inword)- designer (the objetive outword).
CONCLUSION
I think this session was very interesting to learn how to create a proper brief and how to interpret one.
But, also I think sometimes the clients are not very clear because they don't really know what they want. So, we need to do an interpretation of the client wants.
In my earlier experience with clients in Spain.
Sometimes they don't know what they want or... they doesn´t know how to explain what they want. So when you show the first step of the work they says something like... "ah no! I don´t want this! The thing that I want is..."
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