Design Practice

Steer clear of large briefs which you find on websites like RSA. You don't want to set yourself far too much intensive work!

Keep a record of the briefs that you are choosing, document it from day 1.

Work on a minimum of 5 briefs.

Be realistic in terms of timescale when selecting briefs.

Always read the small print on briefs!!

What do you want to get out of this module?
- professional experience
- how much should I charge?
- how many times should I change a design before charging more?
- improve upon my professionalism and way that I present finished outcomes
- improve upon professional communication
- find the area of design briefs that I enjoy working for / with
- identify own individual practices
- how do you trust a client?
- how to create an invoice
- time management and discipline
- understanding realistic timescale
- how not to get exploited
- work on a range of briefs
- brief analysis
- creative compromise
- exposure
- portfolio development
- contacts and opportunities

Why do you think live and competition briefs will be useful?
- you gain experience in how you could work as a free-lancer or for an agency in your career
- something to put in your portfolio that isn't uni related
- helps you gather a foundation of contacts and links into the industry
- winning competition briefs help you stand out and get more work
- you can learn how to collaborate
- improving professional design skills
- the "challenge" of a professional brief
- commitment to being more than a student
- developing clearer / more effective work practices
- real world benchmarking
- professional responsibilities
- gain confidence
- professional feedback
- professional experience

Why have I chosen these 5 briefs?
- a variety of different design areas
- a live brief where I've been asked to do some work for a particular client
- all short briefs
- picked from different countries - gets work out worldwide
- paid safely and securely through paypal
- well described (you know exactly what's being asked for)
- "they look straight forward"
- try new things outside your comfort zone
- they're free to enter
- interest / familiarity with the content
- ethically motivated design
- the prize
- the best that was available
- creative scope / freedom
- a range of problems

Is it appropriate for you?
What can you get out of a brief?

A good brief needs to be clear, descriptive and well written but also personally suited. Something you want to do that you can benefit from.


Analyse YCN brief for Churchill Insurance Company...

1. What is the problem?
The younger generation recognise Churchill more than Winston Churchill. They lack knowledge and engagement of British History.

2. What is the brief asking you to do about it?
Raise awareness of the problem and engage children (11-18 year olds) in history. To inform and educate.

3. What is the brief trying to achieve?
Trying to get children to recognise Winston's face and put a name to him.

4. Who will benefit?
11-18 year olds, parents, schools, Churchill company.

5. What is the message?
That Winston Churchill is the "greatest Briton ever" and children should know more about him.

6. Who is the audience?
11-18 year olds and their parents / family members.

7. How will the message be delivered?
Through a variety of appropriate mediums. Not particularly specified.

8. Can you foresee any problems with this brief?
The brief is quite broad and you could design anything - what format is best to work with? There are also a lot of motives to appeal to.


Fred's Analysis of YCN briefs:

1. What is the problem?
Big brands are worried about losing market share, becoming bankrupt and losing money.

2. What is the brief asking you to do about it?
Help us!

3. What is the brief trying to achieve?
We want to make more money

4. Who will benefit?
The companies

5. What is the message?
We are the best

6. Who is the audience?
Vague audience

7. How will the message be delivered?
Deliver it however you want. You do it.