From the course: Running a Design Business: Creative Briefs

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Being inspiring

Being inspiring

From the course: Running a Design Business: Creative Briefs

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Being inspiring

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Another issue that you may face is crafting the brief in a way that truly inspires great creative. If it doesn't, I've got some factors that may be blocking this. If it's too long, it means you didn't spend enough time on it. You've got to edit down the information. Imagine yourself doing an elevator pitch. A creative brief is not a directive. It's an invitation to the imaginative by being well informed. Nothing annoys a creative team more than finding that the brief is a to-do list with solutions outlined. It's a starting point. Designers need to know what the problem is. They just want you to give them information and some ideas that help shape the solution. So what are some things that can help your creative brief be inspiring? The first recommendation is to focus, focus, focus. Make the project objectives and the target audience clear. Anticipate pitfalls and wrong turns if you can. You can state what will not be acceptable. That can be a long list potentially, but some really…

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