we will now select a client (design brief), decode it, extract important information, research and analyse the key components and use the conclusions to draw insights to formulate the creative and media strategy. We will take this further and transform these thoughts into an actual visual design solution.

1. Sangeeta Jain
*

3. *Research:
Client/Product/Service
Target Audience
Competitors
Unique Selling Point

4. *Problem Statement
A problem is the perceived
gap between the existing
state and a desired state.

5. A problem statement is a clear
concise description of the issue(s)
that need(s) to be addressed.
An integral part of the process of design is the
identification and definition of a meaningful and
actionable problem statement which the designer will
focus on solving. It is the most challenging part of a
design project which requires a synthesis all observations
and data gathered. The problem statement brings clarity
and guides the ideation process in the right direction.
*

6. To identify the problem statement, it is vital to
answer each of these questions:
*What is the problem or need?
*Who has the problem or need?
*Why is it important to solve?
In design terms, it can be defined as:
*Who = user
*What = need
*Why = insight gained from research and analysis
*

7. A good problem statement should be:
*Human-centred. The problem statement must be
framed according to users, their needs rather than
focussing on technology, monetary gains etc.
*Broad enough for creative freedom. It should not
focus too narrowly on a specific method regarding
the implementation of the solution.
*Narrow enough to make it manageable. Problem
statements should have sufficient constraints to
make the project manageable.
*

8. http://50problems50days.com/

9. *Design Statement
A Design statement is also
called the Creative Strategy. It
outlines how the design will
appeal to the target audience
and meet the project goal(s).

10. The design statement challenges the
designer to take action to address the
need and to solve the problem.
It states clearly how the designer intends to solve
the design problem. The overall goal of any brand
strategy is to effectively communicate to the
audience. It should be a general narrative that
allows flexibility regarding the type of product and
adaptability to different media. The design
statement may also contain an underlying theme or
very important constraint.
*

11. A good creative strategy addresses the following:
*Message/Tone: It sets the purpose of advertising, specifies
the message (what) is going to be the approach - Is it going
to create interest, remind them about the product/service,
inform them about the updates etc. The design statement
should also explain the tone (how) will the message reach
the target audience.
*Call for Action: A call for action is an element of the
design that prompts your visitors, leads, and customers to
take action. It is, quite literally, a "call" to take an "action.“
The creative strategy helps comprehend this call for action.
*

12. While deciding the creative strategy keep
"AIDA" in mind:
*Attract Attention
*Hold Interest
*Arouse Desire
*Motivate Action
*

13. *
Case Study: Coca-Cola
https://www.dandad.org/en/d-ad-coca-cola-case-
study-insights/
What to Learn From Tropicana’s Packaging
Redesign Failure?
http://www.thebrandingjournal.com/2015/05/wha
t-to-learn-from-tropicanas-packaging-redesign-
failure/

14. *