THE BRIEF
Every project needs a brief
A good brief will contain eight basic
pieces of information:n

1. A description of the product/service in the marketplace.
2. The objectives of the project.
3. The target audience.
4. The key thought or proposition of the communication.
5. Relevant facts to support the proposition.
6. The medium you would like to use.
7. The tone and personality you believe would work.
8. The budget you've allocated to the project.

How we use the brief.
Whenever possible we like to start work by getting
firsthand experience of the product or service. If that's
out of the question we have to rely on your brief to
give us a concise description.

Cracking it
If you know what you want but unsure as to how to
achieve the result. Leave it to us! This is the part of the
profession that really makes our job the most fun.
Finding the BIG idea and linking into a total
communication program.

Much has been written about the creative process
and yet it still remains mysterious and frustratingly
elusive. There are no formulas for producing a new
idea - formulas lead to the predictable, which is the last
thing we want to do in an already cluttered environment.

Believe it or not, experience has shown, that to crack
the big idea is actually hard work. Ideas don't come
out of thin air. However, they do seem to occur
(after much 'head banging') when two, relevant, but
unconnected thoughts collide.
(Edward de Bono terms this as 'lateral thinking')
It may seem like a 'hit-and miss' process, but, by
keeping the key proposition in mind, we've often
amazed ourselves at the results.

Creative Services:

Advertising
Annual Reports
Art Direction
Bill Boards
Brochures
Conferences
Corporate Identity
Detail Aids
Direct Response
Exhibitions
Graphic Design
Illustration
Incentives
Industrial Design
Leaflets
Logo Design
Media Planning
Merchandising
Model Building
Packaging
Posters
Product Launches
Promotions
Radio Spots
Repro and Print
Set Design
Signage
Stationery
TV Commercials
Video
Web Design

Designed, produced and maintained by RobRae Design, Creative Marketing and Project Management
e-Mail: rob@robrae.co.za
Copyright © RobRae D&PM May 2004