Brief tasks.
define
communication
needs.
WHAT IS A BRIEF?
A brief is a document that is written as a result of a client identifying a design or communication need. It is a kind of check list that explains what the designer will do for his/her client.
In Visual communication design, the brief is the beginning of the design process.
The brief identifies a problem and constraints around solving it. Many problems regarding a student's inability to think creatively stem from the brief defining a solution rather than describing a problem.
The brief also identifies deliverables that the designer must create for the client. In our study these are called the presentation formats.
HOW AND WHEN DOES A BRIEF ORIGINATE?
A brief begins in different ways and different times, according to the nature of the client, field of design and the communication need.
A brief can be informal notes written by a designer during a conversation with a client or a formal document delivered to manufacturers and designers.
A brief may begin with dot points then undergo a process of re-writing as aspects of a design problem and constraints and expectations are clarified through communication with a client. A formal brief, called a return brief is often written by a designer following these discussions.
A brief becomes part of a designer's contract and is used for evaluation of the designer's work.
CAUTION
SPECIFICALLY FOR THE YEAR 12 SAT IN VCD
Teachers and students must consult relevant documentation for their course. Specifically, the ‘Study Design for Visual Communication Design’ and the ‘VCE Visual Communication Design: Administrative information for School-Based Assessment’ in the relevant year, both published by VCAA, must be used for up to date requirements of a brief for the School Assessed Task.
This information will include descriptions of the content required for a brief, formats to be used and word limits. They also document the requirements regarding when a brief is to be written, when it is to be signed off by the teacher and the correct assessment of a brief.
THE FORMAT FOR A BRIEF
There is no specific format required for a brief. Suggestions include a letter or email from a client or a document containing subheadings.
Briefs written from time to time in areas of study will have different requirements and kinds of deliverables.
A brief written for the SAT in VCE VCD requires the student to identify and describe two communication needs and two final presentations that satisfy those needs.
The content to include in this style of brief for the SAT is;
- Description of client,
- Target audience characteristics (may be written above communication needs where target audience is same for both communication needs, or may need further clarification further down as communication needs may be directed to different audiences),
- Communication or design needs,
- Presentation 1,
- Description of communication need 1
- Purpose of communication need 1
- Context of communication need 1
- Constraints and expectations relating to communication need 1
- Proposed presentation format 1.
- Presentation 2,
- (Refocus of audience characteristics for communication need 2 if required),
- Description of communication need 2
- Purpose of communication need 2
- Context of communication need 2
- Constraints and expectations relating to communication need 2,
- Proposed presentation format 2.
HOW AND WHEN DOES A BRIEF ORIGINATE?
A brief begins in different ways and different times, according to the nature of the client, field of design and the communication need.
A brief can be informal notes written by a designer during a conversation with a client or a formal document delivered to manufacturers and designers.
A brief may begin with dot points then undergo a process of re-writing as aspects of a design problem and constraints and expectations are clarified through communication with a client. A formal brief, called a return brief is often written by a designer following these discussions.
A brief becomes part of a designer's contract and is used for evaluation of the designer's work.
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Audience
Clients
Purposes
Contexts
Constraints & Expectations
Presentation formats
Jump to
Sample brief
TWO FINAL PRESENTATIONS
BRIEF
CLIENT
Target audience
PRESENTATION 1: BRANDING AND FESTIVAL MERCHANDISE
COMMUNICATION NEED 1
PURPOSE
Context
CONSTRAINTS AND EXPECTATIONS
PRESENTATION FORMAT
PRESENTATION 2: PROMOTIONAL POSTER AND FESTIVAL PACK
COMMUNICATION NEED 2
PURPOSE
Context
CONSTRAINTS AND EXPECTATIONS
PRESENTATION FORMAT
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Understanding the brief
A request
task
1.1 discussion
Discuss or brainstorm answers to the following prompts;
- What is a request?
- How could someone request a designer to design something?
- How would it be best to record the request?
- Why would a request be best if it was written down?
- How can a written request be used to evaluate a task done?
1.2 What is a contract?
Discuss or brainstorm answers to the following prompts;
- How could a brief be regarded as a contract?
- How could a brief be used as a contract?
- How could a brief be used by your teacher to assess you work?
- Are there any other subjects at school that require students to describe what they intend to write or do before they begin?
- Why do teachers ask students to describe what they are about to do before they start?
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Unpacking client
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For further information on Clients click the link at right.
Clients
The Client
A client is a person or institution (represented by a person) who is requesting something to be designed. Students should identify and describe the client as part of a brief. As designers work commercially, their clients are usually business operators. There are several useful ways to describe a client for a brief. These include;
- the kind of business,
- the location and scope
- and their mission.
These tasks will help students to investigate and find answers to these three dimensions of a client.
Kinds of business
task
1.1 kinds of businesses
Name the category of business for each of the following companies. Identify the sector and describe what each business provides to the public. (Note: I have shown large businesses for familiarity but teachers could identify some smaller ones to enrich this task).
- MacDonald’s
- World Vision
- Toyota
- Priceline
- Origin
- Boeing
- Salvation Army
- Coles
- Tesla
- Channel 9
- JellisCraig
- Flightcentre
- Mac
- Sony
- Breville
- Bunnings
- Melbourne University
- Country Road
- Netflix
- Ikea
- Officeworks
Scope and reach of business
Next, we describe the scope of and reach of the business that is acting as our client. Categories of scope of businesses are;
- Multi-national, catering to a global market
- Large, catering to the mass market
- Small or medium business, catering to a national or local market
- Boutique- catering to a small or niche market
- An individual- a personal client requesting a one-off design
- Old- an established business
- Young or new- a new initiative or 'start-up'
(Bear in mind that I again selected very well-known companies for that students will recognise. Their scope is most likely multi-national or large. For the other categories, try to identify other businesses students may know).
task
2.2 describe scope of businesses
Business mission and values
Finally, let’s examine the business’s aims or mission. Not all businesses exist to make money. There are ‘non-government-organisations’ (NGOs) like the United Nations, Red Cross, UNESCO, charities like St Vincent’s, Salvation Army, Anglicare and other welfare organisations like Headspace, Lifeline and RUOK.org.au. These organisations all request new designs. Some examples of business missions are;
- to provide sustainable and recyclable packaging
- to provide worldwide and free access to news stories
- to ensure that more of the world's peoples are fed and nourished
- to celebrate cultural diversity and unite people through free events
- to increase safety in the work environment
task
2.3 Describe mission and values
2.4 Putting it together
Describe one of the following businesses using the three dimensions listed above. Choose one from;
Harmony Week
https://www.harmony.gov.au/
HoMie
https://homie.com.au/
Memo Bottle
https://www.memobottle.com.au/
Beyond Meat
https://www.beyondmeat.com/
SpaceX
https://www.spacex.com/
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Communication need as problem
My problem
Innovation, Invention and Design
How to frame a design problem
task
3.1 Design problems/ communication needs
Here are a range of visual communications. Choose one and write up a communication need that could have been used to frame the need as a design problem before it was made. Remember, you can’t mention the solution in your answer.
- iPod
- Uber
- Eye chart
- Hair dryer
- Bike
- Printer
- Computer
- Your teacher
- Velcro
- Moveable type
3.2 Consider kinds of problems group 'Post it' task
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Further components of a brief
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For further information on Audiences, Purposes, Contexts, Constraints & Expectations and Presentation Formats click the links at right.
Audience
Purposes
Contexts
Constraints & Expectations
Presentation formats
Audience, purpose, context, constraints & expectations and presentation format
In this section of our tasks on the brief we are going to respond to a range of communication needs by identifying and describing all of the other components required for a brief.
If students need to check up on any of the terms and learning for audience, purpose, context, constraints & expectations or presentation formats press any of the links above to review them.
When students are ready they should study the table below then complete the task beneath.
Addressing all components of a brief
communication need
audience
purpose
context
constraints & expectations
presentation format
task
4.1 Identify and describe components
Get in to groups of fives (or do this individually). Discuss one (or all) of the communication needs in the left column of the table above.
Then identify and describe each of the components as shown in the headings to the columns. Note: purpose and context for communication needs in environmental and industrial design are slightly more complex.
Write up your results and share your ideas.
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Writing a brief
the brief
Now that we have learnt how to identify, describe and/ or explain all of the necessary components of the brief, it's time for students to draft one for themselves.
Note: students must have have chosen their client and communication needs to proceed with writing their Brief.
If they need to check on how the brief is set out, click on the link above to return to the learning for the Brief. Students follow the tasks below to complete and submit their brief.
task
5.1 set up your brief document
5.2 DRAFT BRIEF
5.3 WRITE BRIEF
Review your work and write your brief cohesively.
Add space for teacher and student sign-off and date.
Format in Illustrator if desired.
5.4 SIGN OFF BRIEF
Design thinking
Creative, CRITICAL AND REFLECTIVE
Creative, Critical and Reflective Thinking strategies are used to;
- Identify and describe a client and analyse the scope, breadth of and the nature of their business.
- Clarify a design problem by identifying and describing one (or two) communication needs
- Elaborate on the communication needs by identifying and describing
- the target audience
- the purpose
- the context
- relevant constraints that apply and content that is required for the communication need. Expectations for how the solution to the communication need should be formed
- The proposed presentation format for submission
Creative Thinking
Critical Thinking
