For this research task I was presented with three briefs from the 2008 Young Creatives Network Student Competition and asked to read and disseminate what the clients want and what success would look like to them. As briefs can vary in how open or closed, and detailed or ambiguous they are, I also had to determine if there was any information missing in order for me to meet the success criteria.
Thinking about how to structure, I decided that it would be useful to create a 'rating' tool for the briefs, which would allow me to check off necessary elements and determine where each brief sat on a spectrum of clarity. I spent some time researching through my books and coursebook and compiled the following table:
0 | 1 | 2 | 3 | 4 | Score | |
Commissioner Information | ||||||
End Client information | ||||||
Client's ideal outcomes | ||||||
Constraints | ||||||
Context (audience, tone etc.) | ||||||
Outputs/Deliverables e.g.* Size*Format* Colourspace | ||||||
Deliverable Timelines | ||||||
Usage (for licensing) | ||||||
Territories & Term (for licensing) | ||||||
Overall transparency(special requests, ease of understanding, hidden rights grabs etc.) | ||||||
Total |
I am aware that there are elements on the table regarding licensing (and through inference copyright) which are covered in later exercises, but I felt it important to add to this tool at this stage. The score for each criteria would follow this pattern:
Very Poor / Criteria missing completely
Poor / Sparse or conflicting information
Adequate / Minimal information
Good / Specific relevant information
Very Good / Detailed information with supporting context
With my assessment tool set up, I looked at each of the three briefs (simplified below to adhere to the learning log rules and constraints), and used the tool to score each one, making notes on things I would need to research or request in order to bring the score up if necessary.
Sample brief 1- BBC2
Brief:
Create an opening credit sequence for a TV show that will surprise, inspire and challenge viewers.
Introduction:
The show's age, and target audience.
General tone and communication style.
Overall goal given, with context.
Creative requirements:
1+ 20-second credit sequences.
Surprise, inspire and challenge viewers.
Reference different cultural disciplines (e.g. fashion, art, TV).
Explicit permission to explore this creatively.
Editorial issues:
The BBC Producers’ guidelines will need to be adhered to.
Who are we talking to:
Discerning people who like culture within a specified age bracket.
0 | 1 | 2 | 3 | 4 | Score | |
Commissioner Information | x | 2 | ||||
End Client information | x | 2 | ||||
Client's ideal outcomes | x | 3 | ||||
Constraints | x | 3 | ||||
Context (audience, tone etc.) | x | 3 | ||||
Outputs/Deliverables e.g. * Size *Format * Colour space | x | 1 | ||||
Deliverable Timelines | x | 0 | ||||
Usage (for licensing) | x | 0 | ||||
Territories & Term (for licensing) | x | 0 | ||||
Overall transparency(special requests, ease of understanding, hidden rights grabs etc.) | x | 2 | ||||
Total | 16 |
Required follow-up actions/questions:
It's not clear if the intro will be used just for broadcast, or if it will be used for on-demand streaming (iPlayer, catchup TV), mobile apps, or web (YouTube clips, iPlayer web). This should be clarified in detail.
Related to the previous item, it's not clear if this will be used for just the UK territory. If web is involved it should also involve worldwide rights.
Also related to the first point, 'opening credits' suggests contemporary screen aspect ratio, but are other aspect ratios also required, or should the credits be flexible enough to be cropped if needed?
I have made some assumptions regarding the briefs being in the coursebook. Most competition briefs usually have terms and conditions, and these are usually where legal obfuscation happens, with the risk of copyright rights grabs - especially with competitions. The brief that I can read is pretty easy to read and understand.
It's not clear if the illustrator will be credited - given it's a TV show I would likely insist on being credited in the closing credits.
The Producer's guidelines has been cited, but it would be useful to have a full copy of it and the current brand guide for BBC 2.
Sample brief 2
Client:
Orange (Now part of the EE brand/network. Orange had a distinct brand identity)
Brief:
Create your vision of future communications.
Background:
When Orange launched in 1994 we set out to simplify things in a world of confusing new technology. Now, in 2007, we can talk to each other by landline, mobile and internet telephones. We have text messaging, email, IM chat and, more recently, the huge rise in popularity of social networking. So, what’s next in the world of communications?
Target audience:
All existing and potential customers of Orange.
Creative requirements:
Using illustration, create for us your vision of communications in three to five years time. You could create something tangible, relating to products and physical
technology. Something that talks about technology. Something emotional that shows how you think people will feel about communications, and the way that they can communicate with those around them.
0 | 1 | 2 | 3 | 4 | Score | |
Commissioner Information | x | 2 | ||||
End Client information | x | 2 | ||||
Client's ideal outcomes | x | 1 | ||||
Constraints | x | 0 | ||||
Context (audience, tone etc.) | x | 1 | ||||
Outputs/Deliverables e.g. * Size * Format * Colourspace | x | 0 | ||||
Deliverable Timelines | x | 0 | ||||
Usage (for licensing) | x | 0 | ||||
Territories & Term (for licensing) | x | 0 | ||||
Overall transparency(special requests, ease of understanding, hidden rights grabs etc.) | x | 1 | ||||
Total | 7 |
Required follow-up actions/questions:
Audience is too broad/vague. What are Orange's existing demographics? Are their future target demographics different to this?
Why do they want to visualise the future of communications? Is this part of a marketing campaign - if so that might give an idea of what success looks like?
Are there any no-go areas or sensitive topics? What makes Orange different than the other big telecoms companies (in their words) so I can make sure that this tonally reads as Orange, and not just rely on brand colours etc.
Where will this image be used? What formats are needed, are there file/format constraints based on where it will be used?
What media will this be used in (would be easier to infer if there was an intended outcome/goal)?
UK only? Orange is/was an international company, and parented to T-Mobile in the US, does this need to be easy to re-brand?
This is extremely vague, I would like to have access to brand guidelines and to carefully read any contract or terms and conditions.
How would the illustrator be credited?
Sample Brief 3
Client:
Sainsbury’s
Brief:
Create a piece of design or illustration for a limited edition range of Sainsbury’s shopping bags.
Requirement:
This brief is to create artwork to appear on a new range of bags, based on one of
three key themes that are central to Sainsbury’s business.
Mandatories:
Specific bag dimensions given.
No limitations on colour
Constraints of other visual elements given
0 | 1 | 2 | 3 | 4 | Score | |
Commissioner Information | x | 2 | ||||
End Client information | x | 2 | ||||
Client's ideal outcomes | x | 1 | ||||
Constraints | x | 1 | ||||
Context (audience, tone etc.) | x | 2 | ||||
Outputs/Deliverables e.g. * Size * Format * Colourspace | x | 2 | ||||
Deliverable Timelines | x | 0 | ||||
Usage (for licensing) | x | 1 | ||||
Territories & Term (for licensing) | x | 0 | ||||
Overall transparency(special requests, ease of understanding, hidden rights grabs etc.) | x | 1 | ||||
Total | 12 |
Required follow-up actions/questions:
What is the goal of the limited-edition shopping bags? Does it fit within any wider marketing campaign?
Assumes some knowledge on how illustrations are printed onto bags.
What are the bag materials?
Will it be screen printed or will it use a transfer etc?
Can we be connected to the printing company to discuss what formats they prefer and any inside information they have on what colours print best?
What are the key attributes of Sainsbury's customers? Is there a branding guide to align with brand tone?
Will these bags be sold in just UK stores or in overseas territories?
What is the duration of the limited run?
Printed samples as part of the remuneration?
No terms and conditions, but the overall transparency language isn't bad, it's the lack of detail/specifics that impacts the brief.
Concluding thoughts
I found creating the table really useful as a way of organising my thoughts and engaging my critical thinking regarding the briefs. Having done some brief-led work in the past I remember how easy it is to get sucked into the excitement of a client wanting to work with you.
Having a way to stay objective will be helpful for me to make sure that my engagements can be as successful as possible and protect me from being exploited. It's a difficult skill to know when to say 'no', negotiate and ultimately walk away from a bad deal - I think being open and objective right from the start will support me strengthening those skills.
References
Brazell, D. and Davies, J. (2018) Becoming a successful illustrator. London: Bloomsbury Visual Arts.
Davies, J. and Brazell, D. (2024) Getting illustration clients. London: Bloomsbury Visual Arts.
Male, A. (2021) Illustration: A Theoretical and Contextual Perspective. London etc.: Bloomsbury.
Rees, D. (2014) How to be an illustrator. 2nd edn. Laurence King.
Taylor, F. (2013) How to create a portfolio and get hired, 2nd edition. London: Laurence King.
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