Brief Seminar

In this seminar we looked at the briefs in our creative partnership and discussed the initial ideas we both had along with ideas that came up when looking at the briefs together.

We liked the Fedrigoni brief because :
- Really open - few limitations - allows for creative possibilities
- Taking back to print based design - experimenting both with design for print and design with print as a process. Stock choice, crafting etc.
- Chance for a range of products from packaging and direct mail to digital media etc. Although the brief says print is preferable because of it being a paper company, digital is not ruled out.
- Open for experimentation due to the nature of the company. Taking pride in print processes and use of stock etc.
- Design led - Based at advertisement of the paper towards the creative sectors. Specific focus on the design industry I think would benefit the outcome.

and the Google brief :
- Open to be experimental due to it not being something google already do, or have regulations regarding the production of.
- Recognised company - really good if you were to win the brief with a renowned client like Google, huge target audience.
- Space for adding to the packaging in terms of outcomes. It's not restricted to just packaging and the brief even mentions a few possibilities for other deliverables.
- Google already have an aesthetic, just depends how you work with it.
- Products have to be innovative, good challenge with the range of products too.



We didn't like the Industry trust brief because :
- Difficult subject matter to tackle, very hard to stop people from downloading stuff because the lure of getting thing free instead of paying for them.
- Could almost be seen as an impossible challenge, people haven't stopped it because it's almost impossible.
- No visuals to work with, Can't make any visual connections to industry trust
- Badly written brief is very off putting.
- Wrong direction to tackle the problem, they're pitching pro copyright. However a more effective direction would probably be some kind of absurd scare tactics. Not to show the positives of not doing it because people aren't interested.


After deciding on the Fedrigoni brief we then went through the brief in order to pick holes and possible problems that it could cause us.

 Content  //  subject
- Fedrigoni
- quality
- Tactilty
- Paper
- Ultra-functional
Media  //  Distribution

- paper
- direct mail
- advertising
- newsletters
- events
- print
Audience  //  Context 
- UK market
- top fashion labels
- design industry
- boutique publishers?
- large businesses with global reputations
Product  //  Deliverables
- paper / samples
- information booklet
- pack
- posters
- envelope 



5 things the brief asked us to do :
- Promote & showcase 'imaginative colours' paper range
- Be original
- Create a 'fully integrated' campaign
- Inspire designers to use their paper
- Keep paper alive as a medium

5 problems we're asked to solve :   
- Industry doesn't know about their paper range and selection tool
- The distribution of the information - not digital..?
- Paper as a dying medium
- Prove the quality of the product
- Explain the product - What they're actually selling - and them as a brand.