2. CONTRACTUAL BRIEF
Definition
A contractual brief is a signed brief that will be fixed to the requirements specified on the brief
and if completed in the time period specified. If this is not completed or not to the
requirements then the client could face legal action against the you. Sometimes people get
solicitors to read through contract agreements to ensure there is no holes in the contract that
could leave you worse off. These will usually specify a paid salary for completing the work on
time.
Advantages
Written down and signed officially so either party can take legal action if the contract agreements
are not met.
Although it leaves you vulnerable to legal action if you complete it to the requirements and the
client still tries to take legal action for some reason you are covered as long as it is to
requirements.
Usually a more detailed brief that you can refer to as it can not be changed in the long run
unless it goes through another contract agreement.
Disadvantages
If requirements aren't met then you could face legal action and end up worse of than before.
Can be time consuming and cost money to produce a contract and to have it checked for you.
3. FORMAL BRIEF
Definition
A formal brief similar to a contractual brief will underline all the requirements needed to
complete the project that you are doing. It will only contain the necessary information
on the project rather than things like rates. Another similar characteristic is that both
parties will agree on the conditions of the contract but they aren't always legally
binding.
Advantages
The advantages of this type of brief is that you aren't required to sign anything and tie
yourself down or to be sued for any reason.
Is easy to read and only has brief underlining's of the requirements therefore leaving the
project quite open to your interpretation.
Makes you look more professional if you stick to the brief and get the work done on time
as you don’t have a signature tying you down you have to motivate yourself to ensure
you get no bad rep.
Disadvantages
With no signatures or legal binding the client could leave you unpaid where then it will be
difficult for you to fight against them in court for the pay.
The brief can not be changed and will have to be negotiated with the client If any
changes or extra funding is needed to complete the project.
4. INFORMAL BRIEF
Definition
A informal brief is one of the riskier briefs, with no contract involved at all of anything written
down it can lead you to unpaid work or for the client no work being finished. Nothing is
established on paper for the project and is all described vocally therefore its one persons say
against another. These briefs will most likely be discussed through a meeting to ensure nothing
is missed though communication. No contract allows the brief to be very flexible with time
period or the requirements set upon you.
Advantages
One advantage of this is that it is very open and can always be changed to suit you or the client
it also has no strings attached so if that original deadline isn't hit you can always re arrange
A quick meeting or discussion can establish the grounds and requirements wanted to be met as
no legal information is having to be processed the project can be started instantly and save
everyone time.
If your clients requirements aren't what you feel would suit your work it can be changed anyway
you like.
Disadvantages
Although the no strings attached will work in your favour to change the project it also leaves you
vulnerable to any things that would have been contracted in the other briefs. Things like pay
and contact can often be a problem with these type of contacts often leaving people unpaid for
their time and work.
This can also leave you out of pocket if you have invested in the project as well as not being
5. CO-OPERATIVE BRIEF
Definition
A co-operative brief is where two or more companies are hired to work together on one project.
This would be discussed over a meeting and a short brief but no contract to ensure both parties
know what their part in the project is and to ensure their communication is going to work
between the two companies.
Advantages
One advantage of working to a co-operative brief is that it takes a lot of the strain of both of the
companies as they know they can work together to handle the work load.
Similar to a informal brief, this brief has no contract to it and leaves the project very open for
both teams. They are also quick meetings that will establish the grounds and with working in a
team it allows you to discuss and share new ideas that one company may not have thought of
or tried before.
Disadvantages
With it being open to both teams it can lead to two different interpretations that don’t work
together. Another reason for them not working together is that the companies would most
likely have not worked together before or they will have two very separate opinions that could
clash against each other when it comes to establishing the grounds of the project.
Again with no contract and having companies work together it will most likely be a big project
with a lot of money invested in it and if the client decides to un pay both parties or just one of
the companies it could leave each out of pocket massively.
It also looks unprofessional with no contract and between two parties can lead to even more
6. NEGOTIATED BRIEF
Definition
A negotiated brief usually comes after the first brief has been established, this can be
used when two or more parties have a conflicting idea to that which was originally
agreed on the brief. Negotiated briefs are used to compromise on the ideas and create a
agreement and please both parties. This can be for anything from little changes to the
visual style to big changes in the deadlines or the legal requirements.
Advantages
Can lead to both parties and the client being happy with the requirements after the
original ones may not have pleased someone in the agreement.
It will also settle any conflict or disagreement that may have occurred when discussing
the brief between the clients and will allow them to push on and finish the project
happy. It will also lead to better communication if you just sit down and negotiate it
between you and the client in person and can lead to a quick resolve.
Disadvantages
Sometimes the requirements can not be negotiated to suit one person and will therefore
stick to what was intentionally agreed this would leave one person unhappy with the
conditions. This can later come to the work not been completed to the top quality or
not completed at all due to more conflict between the two parties.
With negotiating ideas this could extend the project to a later date this could cause
slashes with one parties plans or leaving the client unhappy that their original deadline
was not hit when they originally liked.
7. COMMISSION BRIEF
Definition
A commission brief is where a larger media producer/company would have a
smaller one to produce work for them. This brief will be discussed and
agreed by these two parties rather than with a external client that was the
case with the other briefs. The smaller parties work will then be used by the
larger company for a external client that would have had no contact with the
companies for the project. This can result in one big pay for the smaller
organisation and/or earning a profit from the work for each time their
product is sold or used.
Advantages
One advantage of a commission brief is that it gives the smaller producer
and the larger one more time to produce the work as it will be sold on with
time to multiple clients.
Working to a commission brief can also be great for the smaller company as
it allows them to take a big income from the project for the the profits they
may receive and the original pay they were paid for completing the project.
Disadvantages
As both companies have to benefit from the intake they will both only get a
small pay out as appose to them working individually and taking the full
profits.
8. TENDER BRIEF
Definition
A tender brief unlike any of the other briefs is one that you as a production
company will produce based off a request published by a client. The chance
to create the brief will more than likely have several companies taking part.
This brief and that of other companies that have produced one is then
pitched to the client, this is where they will then pick the best brief which is
closest to what they want to carry out the project for them. These will
include a budget, brief and proposal.
Advantages
One of the big advantages of this brief is that it leaves you very open to your
own style within this as the client may only have a few needs from the
project that are very adaptable for you and your company.
For a client this gives them a choice of a very diverse selection of ideas from
multiple sources, this gives them the chance to see different styles in
different scenarios that fits them best.
Disadvantages
The biggest disadvantage of this is that it is picked and selected by the client
so if your work isn't surplus to their requirements or they don’t like the idea
then you wont have work.
9. COMPETITION BRIEF
Definition
Similar to the tender brief where multiple production companies will take place,
this brief also consists of multiple companies. The difference with this one though
is that the company produces the brief for you and the rest of the companies to
follow. These are then presented to the client where they will pick their favourite
to use. These are usually done as competitions and the company usually only
pays the winning company if they even pay them at all which they don’t have too.
Advantages
A big advantage for the client is that they get high quality work produced for them
for free and has a vast range to chose from.
This way of working also gives multiple people the chance to gain experience and
a chance to get their work into the world. This also shows your ability to work to a
brief and with a client and can lead to your name being passed around to other
suitable clients.
Disadvantages
A similar disadvantage like the tender brief is that your work may not be picked to
be used other some of the other producers. You could also end up unpaid if the
client chose not to pay you for it if you win so it would be free labour if you
needed some sort of income. Similar to if you don’t win your work will be for free
when you could have been getting on with another client in that time.
10. MY BRIEF
Which structure/structures will your client brief use?
I think my client brief will be a formal brief just with some of the
characteristics of a informal brief. Our briefs are necessarily on
a time scale set by a client which you would find in a formal
brief but we do have a time scale set for the project to be
completed by. There is also no contract involved but the brief
will still state the things the client want completing. Similar to a
formal brief the content create can be negotiated to a find a
balance and somewhere both parties will be happy with the
brief and what will be produced.
As there is nothing signed it does leave the brief quite open as
you are not obligated to follow it exactly and leaves everything
open to me for this project, although I would like to act
professionally and follow the brief being set to make the client
happy.
11. READING THE BRIEF
Why is important to thoroughly read your brief?
It is important to thoroughly read the brief because little things
can be hidden within them that could come back to you if it is
broken once signed for or agreed too. If you read the project
timing wrong and the client is left without work for the due
date they can leave you unpaid and put a bad word out about
you. This could effect you hugely as you have lost out on your
time of this project and also potential future clients.
This could also feature legal binding information that you
missed out on which could give the client power to take you to
court and potentially sue if something is broken within the
contract.
12. READING THE BRIEF
What is the nature and demand of your client brief?
The nature of my brief set by Brass Castle is for my too create 3 posters
on 3 different beers that they produce. These posters can be either A4
or A3 but I have chosen to carry this project out on a A3 poster as this
would be better for printing posters for bar artwork.
There aren't much requirements asked of me in the brief the only
requirements they wanted was their logo place within the images
somewhere and to capture the essence and the narrative of the drinks
within the art work.
They also advised me to look at work that they liked like, Beavertown
was their main inspiration for art style so this is something that I had
to take into account when it comes to producing work.
13. NEGOTIATING A BRIEF
Why is it important to discuss the brief with your client prior to
production?
It is important to discuss it so that you can come to a mutual
agreement around the terms of the contract to ensure that both
parties are happy with the requirements, this may also include
you negotiating certain design parts that you would like to
incorporate but they may not have included in the brief. This
may also be to discuss any other information that may not be
included within the brief like a mutual pay agreement or due
dates.
Also helps you gain a better understanding of the client having
it discussed in person or in more detail as brief as quite short
and simple.
14. NEGOTIATING A BRIEF
What are the advantages and disadvantages of employing
discretion with a brief?
One advantage of adding some discretion into the work is that you can
build upon the clients ideas in the brief with some of your own
influence that you may feel will improve the work. This could lead to
better work being produced and your client being even more happy
with the final outcome. Even if the client doesn’t like the little change it
is a learning curve for you as a designed and if you stick to your limit
and have a option without the client will most likely still be happy with
you experimenting.
A disadvantage is that if you use your own discretion too much within
the project it can lead to the client being unhappy if you change a lot of
the work and this is where you need to find a good balance between
discretion and completely changing the clients work.
15. NEGOTIATING A BRIEF
Are there any potential legal/ethical/regulatory issues with the
brief’s proposed product?
Yes I believe there is the potential of these issues. As I am
working with alcohol on this project it features a lot of
advertising standards to follow within the art work to ensure
you are not crossing any boundaries. This may include things
like ensuring you are not appealing to a young audience or not
pushing people to drink over the advised unit intake. Also
making sure the work doesn’t cause offence to an audience like
other brands have done where they have offended people
making them look bad or vulnerable in alcohol ads.
I also have to check all the images that I may be sourcing to
ensure that I am not using any copyrighted materials that may
come back to effect my client In anyway.
16. NEGOTIATING A BRIEF
Amendments you have considered to:
The Product
The products I am creating are very open to my own interpretations and own
design style as there wasn’t many requirements within the brief for me to
follow. I have presented ideas I had towards my client and they were happy
and open to my ideas and therefore told me to go ahead with what I think
would be suitable.
The Budget
My project has never needed a budget as there will be no expenses needed
for this project. Everything I need is sources by college and free to use. If
this was outside of college there would be a budget for things like travel
and also sourcing my own equipment whether it be rented or bought
previously.
The Conditions
No conditions are surrounding my within this project but again outside of
college this work would likely be paid and I would have to come to a more
mutual agreement on work and also the money I will be paid for the project.
This will also be the same for any time requirements I may be set by the
client.
17. OPPORTUNITIES
What opportunities could this brief allow you to explore?
Self Development
This task will allow me to become more confident at approaching new
clients and speaking to them with confidence. It will also make me
better at handling critical feedback and how to handle scenarios under
a time scale
Learning new skills
I think over this task my time management skills will definitely be
improved as I hope to complete this task within the time period set,
this will also grow my professionalism. I also think I will gain new skills
in different Photoshop and design skills, this may consist of finding
new methods on making my work aesthetically more professional.
18. OPPORTUNITIES
Multi-skilling
I will use multiple skills when completing this project these will include,
using my Photoshop skills to the top of my abilities, managing the time
I have to create the 3 posters within the time scale I have and what I
have scheduled to create them by. I will also be using a lot of
communication skills to speak with my client, this will be for feedback
on work and anything I may need or they may need for the project
Contributing to a project
This project wont have a effect on another big project but will definitely
contribute to future work, if and when I start working with clients on
other projects. It will also be my last chance to show how well I can use
my skills to create good pieces of work these will contribute really well
to building a strong portfolio.
