VISUAL RESEARCH TO CREATIVE BRIEFS
1. Visual research
a.
How to conduct visual research:
i.
Collect
ii.
Visualize
iii.
Analyze
2. Brand matrix
a.
How to make a brand matrix
i.
Get smart and start a list
ii.
Finding opposites
iii.
Connect the dots
3. Brand book
a.
How to make a brand book
i.
Choose a format
ii.
Collect imagery
iii.
Design and combine
iv.
Consider the pacing
v.
Make it real
4. Site research
a.
How to research a site
i.
Visit the site
ii.
Observe the photograph the site
iii.
Create a site plan
iv.
Trace photos of the site
v.
Sketch concepts
5. Creative brief
a.
How to refine a creative brief
i.
Pose questions
ii.
Conduct research
iii.
Narrow the brief
iv.
Define key messages
HOW DO YOU GET IN THE MOOD?
1. Christoph Niemann
a.
Sit at table and stare at a piece of paper
2. Abbot Miller
a.
Talk about the project
3. Bruce Willen
a.
Collaboration
4. Carin Goldberg
a.
Work on a deadline
5. Mike Perry
a.
Comes naturally
6. Kimberly Elam
a.
Always have something to write with
7. Paula Scher
a.
Distract yourself
8. Maira Kalman
a.
Deadline
9. Philippe Apeloig
a.
Consider structure of the page
