Write a creative brief, develop distinct concept routes from it and judge them against audience, brand and purpose. Finish with a direction you can defend and criteria you can reuse.
What you will be able to do
- Write a brief that guides the work: Define the audience by situation, needs and current beliefs, state the response you want as a change you could recognise, and set tone, constraints and must-keep elements.
- Turn the brief into a reusable creative prompt: Build a prompt from the brief's audience, response, boundaries and brand tension. Keep the fixed sections separate from the parts that change for each route.
- Develop routes that are truly different: Create a few distinct concept routes from one brief, not variations of a single idea. Each route gets a concept sketch and a stated reason for including it.
- Critique against the brief, not the polish: Judge each route on idea, audience fit, brand tension and execution, using criteria you write as reusable standards.
- Present a direction you can defend: Show the reasoning, the rejected routes and the criteria you used, and answer stakeholder challenges with criteria rather than taste.
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