How to go beyond "make it pretty" and Why We Need Briefs

I’ve set myself the task, after reading Creative Strategy and the Business of Design, to think more strategic and less tactical about my daily work.

Now, I’m always striving for clarity on the real problem that needs solving.

The way to achieve this is by asking the right questions.

More and more, I find that it’s not just about making things pretty - there is almost always a deep insight waiting to be discovered.

This is where the real value is for everyone involved in the project, even if, at first, your project’s stakeholders aren’t on board.

It’s this value I have learned to chase in every design project that comes across my desk.

The starting in point is always a concise and clear brief.

This is where the all the concepts from the previous notes come together.

Every creative brief you create should have these three things: clearly defined goals, narrowly defined target and insights on target needs.

Buy Creative Strategy and the Business of Design here.