Project Briefs. reading 3 summary.

The Creative Brief: What Is It?
-the creative brief usually spans 2-10 pages, depending on the depth and complexity of the project.
-it is a summary incorporating key information that serves to inform the entire team of the project's background, outline, and goals.

Why do we need one?
-you need a plan. a project brief is especially essential when dealing with information design due to the general complexity that comes with the territory of those kinds of projects.
-jumping into a information design project with no brief or plan would be like trying to drive to some other remote part of the country with no map, no spare tire, no cellphone and half a tank of gas. nearly impossible.

The brief should be tailored to the specific project and team that needs to use it. There is no standard outline, nor should there be.

A well thought out project brief serves as a good initial checklist that the client can okay before any work begins.

A brief usually breaks information down into 4 general categories.
1. Client Information
2. Project Information
3. Project Goals and Requirements
4. Project Logistics

Client information includes the full company name, number of years in business, any noteworthy accomplishments, whether it is a regional or national organization, etc. It also includes information about client sector. Is it a competitive marketplace? Have there been any recent industry changes? Next is competitor information. Who are your client's top 3-5 competitors and what are their strengths and weaknesses in relation to your client's. Who is/are your intended audience(s)?

Within the brief, there is project information that, as stated before, is an overview, an outline if you will, with key information and a clear hierarchy.

The brief is usually written by someone who is a good writer (duh) and is generally the person who has had the most initial and detailed contact with the client.