2 1. Receive and Study the Creative Brief OverviewSpecifications, Goals, Measurable Objectives, Deliverables NeededPrimary Audience - Primary target audienceTone and Image - Funny and casual, or formal and buttoned-up, etc.?Messaging - Major pointsBudget and ScheduleBudget? When is the project due? Outline project stages.ProcessWho is the main contact person? When comps are due, etc.?Anything else?Total Rounds of Revisions, etc.
3 Research your Target Market Choose a typical audience member or two and profile including occupation, age range, gender, his or her interests, etc.Ex: HUGO Man Perfume -Who is the consumer?Additional informationabout HUGO Mantarget audience
4 Who Is Your Target Audience? Men who wear HUGO are spontaneous and original in everythingthey do. That’s why they choose HUGO. It’s the scent that says itall. HUGO fragrances continue tochampion creativity with the newlimited Spray Edition for HUGOMan.Created to encapsulate the urbanlife and environment of the young,upbeat men wearing HUGOfragrances, the new designcelebrates a pure and irreverentdisplay of self expression.
5 3. Brainstorm Ideasa) Research other designs that deal with the same subject matter, use similar medium, format, are from the same time period, etc.b) Write as many ideas down as come to mindMain Tagline - Examples:1. Say It. Spray It.2. It’s Just a Fragrance. The Rest Is Up To You!3. Dare to Be Different!4. Anywhere In Your Element!5. Wherever You Go, Take Hugo!6. Your Fragrance. Your Rules.
6 3. Brainstorm Ideas Possible Taglines: Paint the town red! Previous Theme: “Black & White and Red”. A list of useful idioms, expressions dealing with color red:Possible Taglines:Paint the town red!
7 3. Brainstorm Ideasc) Sketch your ideas on paper. Create thumbnails, also known as “roughs”.headline goes hereimage
8 4. Start the Elimination Process a) Getting rid of the bad ideas. Illuminate clichés.b) Explain your concept to somebody else.c) Simplify the idea.d) How will you explain (“sell”) it to your client? Think what you will say to support your choice of images, text, etc.
9 5. Look for Source ImagesKnow what exactly you are looking for. Ex: A picture of a Man. What kind of man are you looking for: young, hip, how old, happy or grumpy, indoors or outdoors, color or black & white, etc.?Use royalty free image libraries such asGet owner’s permission to use photos for commercial purposes.
10 6. Start Working on a Computer Decide on a layoutDecide on a color paletteChoose appropriate fontsEstablish hierarchy (Which text is more important and why. Which elements should be large, which should be small, etc.)