2. CONTRACTUAL BRIEF
Definition
This form of brief is a legal document between the client and the employee
and is an agreement where there is a specific time scale, price and task set
to help guide the employee on what is being asked of them by the client.
Advantages
The advantages of a contractual brief is that it is a legal document an
therefore if either the employee or client do not follow through with what
they said in the brief the other party can take legal action.
Another advantage is that the document is very formal and helps both parties
to understand where they stand and also sets out clearly the information
needed and what is being required from the employee and the client.
Disadvantages
A disadvantage of a contractual brief is that the documents are very specific
and therefore needs to be read thoroughly to be sure they your sure of what
your agreeing too when signing it.
As well as this the contract is a legal document therefore there can be some
legal implications.
3. FORMAL BRIEF
Definition
A formal brief is when a client will give you a brief that only tells you what
they want to be made and the brief only contains the most key information
and any other information needed would have to be discussed with the
client.
Advantages
An advantage of a formal brief is that it is a very basic documents due to only
being given the most necessary information.
Another advantage of a formal brief is that it isn't as binding as a contractual
brief and doesn't hold as many legal implications.
Disadvantages
A disadvantage of a formal brief is that it isn't always legally binging
therefore if either party doesn't do what they say they will legal action
doesn't have to be taken.
Also a disadvantage of a formal brief is that it can still be negotiated due to it
not being a legal document so even once the project has started the client
can adjust their requirements.
4. INFORMAL BRIEF
Definition
An informal brief is more like a discussion between you and the client
meaning there are no documents or anything that is legally binding.
Advantages
An advantage of an informal brief is that its very casual and you can have
more creative freedom due to there being no binding documents and is a
much more laid back environment between you and the client.
Another advantage of an informal brief is that meetings when discussing the
work being done are much more relaxed and you have much more freedom
to try ideas you wouldn't normally as there are no restricting information.
Disadvantages
A disadvantage of an informal brief is that there is no contract or binding
documents making it hard for people to hold up there end of a deal as there
is nothing to hold them too it.
As well as this it would mean that a company could away with not paying you
as there is no proof that they said they would so its much more risky to do
work for someone without an actual written brief.
5. CO-OPERATIVE BRIEF
Definition
A co operative brief is a much more collaborative project where two or more
companies have to work together to create the work for a company as one
company may have much more specific skill set than another. This also means
that the two companies have to work well together in order to succeed in creating
something that fits the brief even if there are disagreements.
Advantages
An advantage of a co operative brief is that you are able to work with people you
wouldn't normally work with and would be able to create something that you
wouldn't normally be able to create as the people you would be working will have
a different skill set to you.
Another advantage of this type of brief is that meetings when talking about the
project are much more open and discussion like rather than very restricted and
one sided.
Disadvantages
A disadvantage of a co operative brief is that it can cause disagreements and
tensions between the two companies working together as there will be creative
differences and wont agree on everything therefore I can be more complicated.
As well as this another disadvantage is that it doesn't seem as much of a
professional project as there isn't much written elements its more discussion
therefore it means that it feels more casual.
6. NEGOTIATED BRIEF
Definition
A negotiated brief is where two companies are working together on one brief and
they have disagreement then they have to negotiate it and adapt the project suit
everyone's needs so that both companies agree on the idea and the client is also
thought of in the process so that the negotiated brief still works like the original
agreed brief. The negotiations could be about any elements of the brief whether
its visual or technical.
Advantages
An advantage of this brief is that it ensures both parties are happy with the brief
and what they are doing meaning the companies can work better together.
Another advantage is that both companies get better perspective on the other
companies ideas as it’s a more casual environment when both companies can get
a better understanding of the brief and what they're going to create.
Disadvantages
A disadvantage of this brief is that it can cause more problems than solving them
as the discussion could begin play out more like n argument and cause more
tensions.
Another disadvantage of a negotiated brief is that the companies may not come to
conclusive brief that they both agree on and therefore could still cause problems.
7. COMMISSION BRIEF
Definition
A commissioned brief is when a smaller independent company is hired by a much
larger media company who are working for an external client they require the
smaller company to make something for them this can be negotiated by the two
companies once the product is made the smaller company can either be paid for
the work they did or can be part of the overall products sales.
Advantages
An advantage of this brief is that smaller companies can get more recognition from
their work and can take part in much larger production sets.
Another advantage of this kind of brief is that the smaller company can come out
with a much more healthy profit and the larger company can spend more time on
other elements of the project as they have hired another company to do other
things.
Disadvantages
A disadvantage of this kind of brief is that you may have t share the money made
with other businesses that have shares in the larger company.
Another disadvantage is that the smaller company can somethings be taken
advantage off and not be given the credit fort he elements that they created.
8. TENDER BRIEF
Definition
A tender brief is when a company (client) will put out that they need a
product or something making for them and then other companies with
make a brief, budget and proposal for the company and pitch it too them,
many other companies will do the same thing and then the client company
will choose which one they like best and will give them the things they need
to produce what they said they would.
Advantages
An advantage of this kind of brief is that the client gets a range of different
things to chose from and get to choose what is best for them.
Another advantage of this brief is that it can give smaller companies a chance
to create something for a larger company which they may not normally have
the budget for.
Disadvantages
A disadvantage of this type of brief is that a lot of companies will try to get
the client to choose their project but only one can be selected so a lot will
be disappointed and turned down.
9. COMPETITION BRIEF
Definition
A competition brief is when I company will put out a brief which is
free for people to enter and they have to create what the brief asks
of them and then all the projects will be judged and the client will
pick which one gets published or paid.
Advantages
An advantage of this brief is that they are advertised like a
competition and the winner can normally either win cash of a prize
that out ways the cost of what it would be to make the product.
Another advantage of this brief is that smaller companies can get
recognised for their work if they win the project.
Disadvantages
A disadvantage of this brief is that a lot of work will go into making
each companies project and if they don’t win they could loose a lot
of money.
10. MY BRIEF
Which structure/structures will your client brief use?
Reference your reasons for choice/choices
My clients brief is a combination of formal brief and an informal
brief as the thing I’m am required to produce are written down
within the brief and what is required to be on them is also
written down however talking about what I will do and the
ideas I have is very discussion based and very casual as I have
been given a lot of creative freedom with this project therefore
it isn't too formal and I don’t have many restraints and are free
to be quite experimental to see what works and doesn't work.
Also I have only been given limited key information that needs
to be featured in the business cards therefore I feel that it’s a
combination of informal ad formal.
11. READING THE BRIEF
Why is important to thoroughly read your brief?
When you have been given a brief it is important that you read it
thoroughly as it contains all the information you need to produce
something for your client. As from the information you are given in a
brief you can gauge what is expected of you and how they expect it to
be and to what standard. Also from a brief you can note ideas and form
more developed ideas for your client to view and see what they think to
your general ideas fort he project. For example for my clients brief it is
important that I combine elements of hairdressing into the logo and
business cards therefore I will be incorporating a pair of hairdressing
scissors into the logo and name of the company. When reading your
brief there re two key elements to it one is nature and the other is
demand. Nature is understand what has been asked of you and
understand what they wan from you and coming up with ideas which
suit this. Demand is more about the details in the brief and things
which may constrain your work like time deadlines and man power that
will be needed also its important to recognise if you are actually
capable of carrying out this project successfully.
12. READING THE BRIEF
What is the nature and demand of your client brief?
Nature:
The nature of my brief is that I have to produce a design for new
updated business cards, a new Facebook banner, Logo, mock
Instagram and Facebook posts. The only constraints I have is that there
are certain contact details and informational details that need to be on
the business cards and other than that I have been given quite I lot of
creative freedom to create something professional but unique and
interesting.
Demand:
The demand of the project is that I have 2 weeks to create these
elements, and it will just be me that is working on it so I have a set
production schedule that will help to create everything on time.
13. NEGOTIATING A BRIEF
Why is it important to discuss the brief with your client prior to
production?
It is important to discuss the brief with your client before you start
production because it can clear up any possible misunderstandings you
may have about the brief. Also by doing this can can prevent you
spending lots of time making something that isn't suitable for the
client if you don’t fully get what they're asking for. Also it can stop time
and money being wasted if you fully get along with your client and
create something that is suitable for what they’re asking first rather
than having to adapt it many times. As well as this when you meet your
client before production it can give you time to discuss your ideas and
see if they match what the client is looking for and if not it means you
can discuss what they had in mind. For example I will be giving my
client two options to choose from in kind of different styles so that I
can see what style they prefer and which the would like me to carry on
with.
14. NEGOTIATING A BRIEF
What are the advantages and disadvantages of employing discretion
with a brief?
A brief which is very open and leaves lots of rooms for interpretation is
good for the creator as they will have a lot more creative freedom to
experiment with different ideas and can work with much more abstract
and unique ideas as long as the fit to the basic demands of the brief.
Also by having a vague brief it means that you can create a much more
interesting product for your client as there isn't many restraints.
Although this can come with some disadvantages as it may be that you
have creative differences with your client and have interpreted the brief
differently to them and what you created doesn't fit what they had in
mind and therefore they can refuse your work or not pay you because
you didn't create what they were asking.
15. NEGOTIATING A BRIEF
Are there any potential legal/ethical/regulatory issues with the brief’s
proposed product?
Before going into production I will need to take into account copyright
laws (“the exclusive and assignable legal right, given to the originator
for a fixed number of years, to print, publish, perform, film, or record
literary, artistic, or musical material.”) as I will be unable to use
anything that is copyrighted whether that’s images or fonts. If I do use
copyright work and the client then prints it the client could then be
sued for copyright infringements. Another I will need to ensure I stick
to is the ASA regulations and cant falsely advertise anything if so it
could be removed from the public domain.
16. NEGOTIATING A BRIEF
Amendments you have considered to:
The Product
If I feel that I cant complete all the elements asked of me by my client in the
2 weeks then I may find that I need extra time. I may also find that I need
extra time if the work is up to high enough standard and isn't good enough
for the client then I may need more time to adapt and change it so that it
meets the clients standards. Another thing could possibly need
amendments is I use something which is copyrighted then this will need
changing as it will then cause legal issues.
The Budget
There may need to be some budget amendments if I find that the project
goes over budget then I can either ask the client for more money, pay the
difference or alter my plans so that the budget is lowered.
The Conditions
It is important to amend payments for the project before it is signed as you
may realise that you are being underpaid if the project takes longer than
expected or if you need a bigger budget to create the project then its much
harder to change it once the contract has been signed.
17. OPPORTUNITIES
What opportunities could this brief allow you to explore?
Self Development
This brief help me to explore how I work when set to a real client and
how the client wants the finished product to look. As well as this I will
be able to develop my discussion skills as I will be required to discuss
with my client what they require me to produce. Also I will be able to
develop my graphic design skills when creating the logo and business
cards.
Learning new skills
Throughout this project I will be able to develop skills of keeping my
work professional and keeping up to date with the client to ensure they
like what I am creating rather than just being to my standards it has to
fit their needs too.
18. OPPORTUNITIES
Multi-skilling
Through this project I will be able to develop my communication skills
be talking with the client. As well as this not only will I be doing
graphic design work I will be writing small captions for the mock posts
therefore I will developing more social media marketing and journalism
skills.
Contributing to a project
As my brief is mainly design work I will most likely be working alone
however if I find that my original idea for the Facebook posts doesn't
work then I will need to take photos of my client at work therefore I will
need to work well with her and not interrupt her work flow while
carrying out my project.
