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  • 1. Unit 62 Assignment 1 Task 2Client BriefA brief in a project refers to the outlined agreement set out by the client/employer, the employee orboth. It sets out the requirements, the audience, the boundaries and any other important aspects ofthe project to include. It will outline the problem, issue and then explain the solution. The brief isused as the basis for the concept that the team will be using. It is important to create a brief as notdoing so can cause a lack of solid communication and understanding between the parties and beforeanything can begin everyone must understand what is they will actually be doing.When responding to a client brief, the employee must be fully aware of their requirements. If thebrief were contractual the employee would either be able to accept or deny the project. With anegotiated brief the two could discuss the aspects outlined in the brief and re-evaluate it. There arealso different tones to consider in a brief, informal and formal. If informal the employee can respondhow they like but formal would require professional business etiquette. If an employee were todisagree with the employer they would both have to consider the required response and rememberwhat they are trying to achieve when discussing the brief. The employee must also think about theircapabilities and whether they are actually able to meet the client’s requirements.There are also legal and ethical constraints to consider in a brief. An employee is legally obliged todeliver to their client the entire project as laid out in the contract. Failure to meet deadlines andbudget restrictions could be in breach of contract and lose them money, respect or even the entireproject with even more serious legal ramifications. Copyright infringement is also a serious issue andcan in rare cases result in the client and employee being sued. It is important for the work that iscreated to be at least somewhat original. This means that there is no plagiarism of other peopleswork and any work used that is not their own must receive permission to be used by the respectedowner.Ethically, everyone who is a part of the project layout must conduct themselves in a professional andrespectable manor. For example an employee could not produce whatever they felt like giving to theclient as this would not only breech the legal contract or terms but be considered a lapse inprofessionalism and respect for the client. In the same way a client must not take advantage of theemployees work and demand too much that was already agreed upon. It is things like this whichmake the production of a brief first extremely important so as not to cause confusion for anyone. Itis also important for there to be no discrimination of sex, age, race or sexual orientation (or anyother form of discrimination) by either party throughout the project. Both parties are liable to besued, arrested or discredited for doing so.There are several different methods of forming a brief with a client. Some are non-negotiable whileothers are open and subject to change. It all depends on the specific requirements of the client andwho they would like to work on their project with them. For example:ContractualA contractual brief is a brief set out by the client to explain the duties and requirements of theemployee. It states what the client wants from the employee as a scheme of work, how long itshould take and what should be included. A contractual brief is formed when a client wishes to
  • 2. establish the boundaries between the client and their work and give them exact instructions as towhat they want from them. A contractual brief is a legal contract and so includes things such asliability insurance, prices, funds and payment terms. The employee must read the entire brief tounderstand their requirements and what is expected from them and the project moves forwardonce the document is signed. These kinds of briefs are typically used by producers in the media.People choose to form contractual briefs because of specific needs in a project. Usually created by orfor companies its designed to keep the final product in as fine detail as possible and creates creativeboundaries for the employee who must stick to these guidelines, the end result hopefully beingsomething professional and precise to what the client envisioned originally. This format means theentire project is entirely business and nothing more and are extremely formal.The good thing about a contractual brief is its efficiency and precise explanation of what it requires.A negative would be its lack of input from the supplier in deciding what should and should not bedone, possibly crippling the overall quality of the final product.NegotiatedA negotiated brief involves both the employee and employer discussing the requirements andboundaries. By collaborating with the client both parties can establish an agreement that can satisfyeveryone. A negotiated brief is usually brought about when the employer and employee find itdifficult to agree on certain terms. They must discuss and compromise with one another and cometo a decision that both parties will be satisfied with.Unlike the contractual brief, a negotiated brief is based on creative input. The client may not beentirely sure on their idea or are open to change and another professional opinion and so willnegotiate the terms until both are satisfied. They can be either formal or informal and are a specificelement in tender briefs.FormalA formal brief provides specific and precise details outlining the goals of the project. The formalitygets right to the point of these aspects and doesn’t contain any unnecessary detail or information.Formal briefs are usually preferred when dealing with groups such as a business company or teamrather than an individual and are entirely professional and serious. The formality of a brief is more todo with the impression the client wants to achieve and doesn’t change requirements or importantdetails.One example of a formal brief:Client: Firefly MediaProduct: Photographic ServicesProvides clients with professional quality event coverage, portraits and promotional materials.Events include weddings, tournaments, benefits and reunions. On site printing is available.Positioning:• Firefly Media is located in Portland, Oregon.• Clients deal directly with photographersProspects:• Individuals seeking portraits or event coverage.• Directors of model/talent agencies seeking photographic representation.• Event planners organizing events/portraits for clients.
  • 3. Communication Objectives:• Inform prospective clients of our services.• Encourage prospective clients to contact us for bids using websitewww.FireflyMedia.org• Gain new customers.Prospect Problems/Benefits:• Problems: Clients not familiar with or distrust services available (ie: quality of onsite printing)Lack familiarity with Firefly Media name.Benefits: Clients or event planner/organizers looking for more photographic options will beinformed of our services. Those dissatisfied with locations, service or products of other localPhotographic companies may see us as a solution.Central Promise:Firefly Media is a low-cost, cutting-edge photographic services company that provides excellentcustomer service and flexibility, endless photographic options and immediate product delivery.Support:• Cutting edge technology• Access to photographers and designers• Customer friendly• Convenient• Creative• Dedication to excellenceTone: Professional, informative, creative and cutting edge.Desired Response:• Current Customers: Book us for next event or portrait session.• Potential Customers: Consider using Firefly Media for their photographic needs.Competition: Firefly Media perceive their primary competition as other local photographers whooffer onsite printing capabilities including: Evan Pilchik and Brian Linn.Timing: Concepts due by 5/25. Campaign to break sometime in late May or early Junedepending on “Go live” date of gallery and services website.Deliverables:An overall campaign supporting the new Online Banking functionality on the Web site. Clienthas requested that the campaign be communicated via the following mediums:• Bus Boards• Print Advertising• Direct Mail• PostersThe layout of the brief is simple, clear and professional. It lists everything that the employeemay need to know, bullet pointing key points. It avoids discussing anything in unrequired detail.By listing its requirements in bullet points the brief is able to cut back on needless information.It’s formal because there is no mention of a specific employee and everything is clean cut. ‘Thisis what we want and this is why’. It is clear in the text that there is no personal relationshipbetween the employer and the employee and that the sole purpose of the brief is to explain theclient’s needs.Another example of a formal brief is written by Devon County Councilover the subject of providing for inventory to preserve parkland sitesfor wild animals in Devon. The brief sets itself up with an introductioninto the group’s purpose with statistics and key information that is relevant to the projectbefore going onto explaining its goals. Again, this Brief uses bullet points to attain precise key
  • 4. detail in the information and make it somewhat easy to read and understand for the employee.Though the brief is formal it appears to be open to negotiation with the employee. For exampleit says “the list should include” and “consider how these might be adapted”. The formality of abrief does not necessarily influence the client’s specific desires in considering with the brief.They may be contractual or be tender or open to cooperation depending on the employee.However this brief includes a health and safety notice, which is common in a brief with activitiesinvolving hands on work whatever format it uses.The brief then goes on to display important contact details. It is a good idea to supply thisinformation at the end of the brief, allowing for the employee to locate this information easily ifthey wish to get in contact with the clientele.In this brief there is more than one client. A formal tone is preferred when dealing with a groupor business.InformalAn informal brief uses a less constrained and serious language for the employee. An informal briefcan include notes and colloquial language that is friendly and more personal to the client’s individualcharacter. Informal briefs are usually established over different mediums rather than text, such asover the telephone or in person. Informal briefs are usually used for writing up commissions orcompetitions and cooperative briefs.An informal brief is the typical format when the client and supplier know each other personally. It isunlikely, unless the brief is conducted over telecom, that an informal brief is used within business. Ittries to be friendly and personal and is related to briefs that are formed around the goal to becreative and have fun rather than the sole purpose of making money.CommissionA commission is quite like a usual client brief apart from the fact that it is written and distributed bythe employee instead. They will send out their portfolio to an open audience and offer out theirservices to anyone who may be available. Or they may send out their information to individuals tooffer their services, asking for work. They may establish certain requirements or leave themselvesopen to any kind of work.For example, Commissions are common place amongst the online community, especially artistwebsites such as Deviantart.com. Popular users are known to offer commissions to other userseither for money or the websites online currency. In this example, “ToaLittleboehn” posts acommission statement on her blog, offering her services to her fans and other users. The post can beviewed by everyone. The layout is simple and straight to the point. She states what she is availableto draw and for what price. E.g.:“Drawings:Head shot sketch- 10Half body sketch- 12Full body sketch- 14 ”It is up to other users to reply to her and say what kind of drawing they want and to later describethe character or give a reference. Her commission information is available to anyone on the internet
  • 5. and so she allows a possibly unlimited clientele. Her ‘portfolio’ is published on her page and all herwork can be viewed as a reference point to possible clients. However more professionalcommissioners would create their own website or own their own business. A real life example of acommissioner would be a painter in the street offering profile paintings to passers-by.Artists usually create commissions as a quick, easy and simple way of finding clients. It reduces theamount of work they would have to do in finding a client, discussing the brief, forming a contract.This relaxed form of briefing is actually quite efficient and, especially with young artists, allows themto build up a portfolio without having to labour over their own ideas. However they have no choicein what kind of clientele they receive and must often create something they have no interest in.http://toalittleboehn.deviantart.com/journal/Point-Commission-Guide-328171166TenderTender briefs are sent out by the client to several companies by post or e-mail. They then wait forthe response from the possible employee who will respond with their ideas, costs and a descriptionof how the product may be produced in competition with several other companies for the samecontract with the client. It is then up to the client to decide on who would be the most suitable totake on the project for them. Unlike any other brief a tender brief does not usually state the solution(what they want from the client) but will instruct them of what they would like them to propose.Any other brief would state what they want and how they want it whereas a tender brief asks itsemployee what it should do.One example of a tender brief:“Canal Street (part of the gay village) in Manchester is a lively, vibrant, cosmopolitan area ofthe city, packed with modern bars, restaurants and hotels. Attracting a predominantly gaycrowd, it is the perfect place, especially in the summer months, for meeting up with friends.The street is renowned for it’s café culture style layout with tables and chairs outside nearlyevery bar. In August this year the village will again be hosting Manchester Pride, with anexpected 50,000 people joining in the celebrations.Due to the al fresco side to Canal Street, this inevitably creates various environmental issues.The main two problems are the amount of litter that accumulates on the street (predominantlyplastic glasses, fliers, fag butts etc) and the amount of litter, which ends up in the canal,bringing down the look of the area and also affecting the wildlife (ducks, geese etc). Manycanal boats can also be seen using the canal, especially at the weekends.Manchester Waterways Initiative would like to produce a poster campaign, making peopleaware of the effects of littering the street and canal. Due to the Manchester Pride celebrationscommencing soon, we would like to incorporate this in the designs. The posters will beattached to street litterbins on Canal Street and also in various bars. They need to vibrant,eye-catching, and informative yet fun! A big buzzword for the poster campaign is ‘Respect’.Respect your environment; respect the canal etc…although this is not necessarily required.Target audience: gay village frequenters”
  • 6. The brief uses an informal structure, using exclamations, some colloquial language. It mentions thetarget audience, allowing the supplier to consider what direction they should come from whenmaking the poster. The actual brief is very short:“To produce 2 designs in colour to raise awareness of dropping litter with the two themes:Respect your canalRespect your streetThe posters should be bright, fun but informative with any possibility of including theManchester Pride theme: see website: http://www.manchesterpride.com”It leaves itself open to a range of ideas and suppliers. It does not speak in a direct tone as the brief isopen to dozens of people. The use of a tender brief is to leave itself open to several inputs. Bymaking the context open, to an audience with little guidelines, it allows for a choice between severalpossible ideas and allows the client more possibilities of finding the design that they’re looking forrather than dealing with a single supplier and getting something they’re not satisfied with. Someonemay have a brilliant idea which is why they lack any real description of what to include other thanthe impression they want it to give. In this instance the area is probably very much loved by somepeople who may be more than passionate about keeping the streets clean.Cooperative briefCooperative briefs are created with equal input between the client and the employee. Both partieswork together to establish an agreed term on every aspect of the contract. Being a more informalmethod of establishing the requirements, both parties go into this discussion with open minds andability to compromise. A cooperative brief is usually done when the client believes the employee tobe trusted in creating something of quality while still wanting to establish what they require fromthem. It is also very common that a co-operative brief is established between two artists ordesigners who wish to collaborate and simply need to establish the idea of what they are actuallydoing.The issue with cooperative briefs is the lack of formality and how easy it can be for both parties tocreate something of quality and instead settle for one another’s ideas to prevent any kind of conflictbetween one another.Competition A competition brief is an open brief usually published to the public or on social websites, through e-mail or post. They are usually open to the public and establish a slightly informal tone. Competitions will typicallyhave a theme or purpose they wish to establishwithin the first part of the brief and then set out therequirements which are usually vague and open. It is
  • 7. then up to the respondent to decide whether they would like to take part or not. There is also mostalways a prize available to the winner(s). The typical structure of a competition brief will begin withan introduction, an outline of the requirements, theme and idea, followed by rules or otherimportant aspects for the audience to consider like image width or file size. Then the audience areinstructed on how to enter if they are interested.For example “Mindful”, which is a support program for 11-17 year olds affected by mental healthissues, created a competition to increase awareness for their charity and the issues they try to dealwith. The competition set out with an introduction into who they were, what they do and then wentinto establishing a proposal for the audience. The language is typically informal, talking personally tothe individual reading “we need you to review our new identity” “we want you to showcase yourcreative talents”. In contrast, a formal brief would be a statement or assumption rather than asuggestion. E.g. “The project must be completed by the 17th of October”.After establishing the competition the brief then goes on to list the requirements and deadline.Instead of offering payment a competition will offer a prize to the winner or winners. In this case thereward is an internship. The brief then goes on to state deadlines and contact information. Thoughinformal a competition is not negotiable and the deadline must be met by the competitor otherwisethey will not qualify to win.Competition briefs are usually created to establish awareness of something, a commercialisedproduct, an idea, company or charity. It is used to help build a fan base and connect with the publicin a unique and fun way. By creating a competition they can hope to spread awareness of theirproduct or concept. The idea is that people will want to enter the competition and will tell theirfriends about it so they can enter as well. The incentive of this indirect advertising is the prizeavailable.