W05 – LT – ACQUAINTING YOURSELF WITH THE WORK PROCESS

Week 05 – Strategic Design Overview – LT – Acquainting yourself with the work process

Consider the different steps in the work process and answer the following questions in writing:
Conduct research
Write down different means of conducting research.
Clarify the strategy
What do you think should be included in a creative brief?
Design the identity
How would you approach the findings from the research and the clarified strategy?
Create touchpoints
What do you think is meant by touchpoints?
Manage the assets
How would you nurture and grow the brand that you’ve created?

Conduct research

Different means of conducting research:
– Reading documents and business plans
– Doing interviews
– Requesting information from the client
– Market research
– Qualitative research
– Quantitative research
– Usability testing
– Marketing audit
– Competitive audit
– Language audit

Primary research:
“Collection of new information designed to fit specific needs.”
Secondary research:
“Interpretation and application of existing statistical, demographic, or qualitative data.”
– Designing Brand Identity, Wheeler, A.

Clarify the strategy

What should be included in a creative brief:
– Short brand statement
– Project context & background
– Audience demographics & psychographics
– Project goals
– Key message
– Product details
– Overview of competitors
– Brand voice/tone/style
– Budget
– Key stakeholders
– Timeline / deadline
– Outline the deliverables
– Other requirements
– Mind map or SWOTs

Design the identity

How to approach the findings from the research and clarified strategy:
– Brainstorm
– Idea development
– Create moodboards
– Sketch ideas

Create touchpoints

What should be included in the term ‘touchpoints’:
– Website
– Business card
– Uniforms
– Ephemera
– Vehicles
– Environments
– Advertising
– Packaging
– Product design
– Signage
– Favicons
– Collateral
– Letterhead

Manage the assets

How to nurture and grow the brand:
– Define brand values and goal
– Have a marketing strategy in place
– Always keep researching and defining strategies
– Stay ahead of or on the same level as competitors
– Ask for feedback
– Create accountability
– Identify those who champion the brand

Sources / references

https://www.workamajig.com/blog/creative-brief
https://www.upwork.com/resources/how-to-create-successful-creative-brief
Designing Brand Identity, Wheeler, A.