Choosing the brief

To start me and Ant had to choose a brief so we went through the briefs we had selected looking at the pros and cons of each one.

British Council

Pros

• Larger scope, nothing’s set in stone, so you’re able to really explore the creative depth of the brief, for the best solution. 
• Interesting content, imagery from both countries 
• Both print and web, so they’re an ability to split the load between the two of us
• Larger collateral range to work with

Cons

• We don’t speak Russian; google translate isn’t too accurate
• Part of the deliverables demand film and moving image, we’re designers, not cinematographers
• Large Target audience 

Champneys

Pros

• Clearly defined audience
• Larger collateral range to work with
• Clearly defined brief, say’s who they are, their values and what they don’t want to appear as
• Good subject matter, something we want to promote

Cons

• The audience might not take to the proposed idea, it wants to alter the values of young people, which will be difficult
• The current logo doesn’t really work with the target audience and the concept proposed, it also doesn’t say if we’re allowed to change it, or not

WPP

Pros

• Plenty of available information on the subject, global warming is widely discussed subject
• Large scope of collateral to produce, it gives us freedom to work with our own ideas

Cons

• Globally defined audience, extremely broad
• The whole brief is very broad, it doesn’t give us any initial direction to head in. 

We then came to the conclusion of which brief we wanted to do. This choice was Champneys because we felt it offered the range of materials and collateral that could be produced, it also means we can look at both print and web.  We then took this brief and answered the questions that we were given a while ago in one of Freds sessions, this would then give us a better insight to the brief. 



These questions were: 

What is the problem they have? 

• They aren't attracting a younger audience, they want a larger audience

What is the brief asking you to do? 

• To promote awareness for a younger audience 
• Increase there profit 
• Promote the fact its more than just a spa, that it also helps keep you healthy and fit 

 What is the brief trying to achieve? 

• Gain a larger target audience 

Who will benefit?

• Champneys, will gain more money
• The people who go will gain an experience

What is the message? 

• To have an uplifting experience at a spa 
• To improve health and well being 

 Who is the audience? 

• The audience is young 16 to 25 year olds 
• People who enjoy relaxing and being pampered
• The judges 

How will the message be delivered?

• Through the use of brand and identity 
• With web and online material, app based