Terminology

Member lesson

The words on a brief

Lesson 7 of 11 in Terminology.

Creative Brief 101: From Brief to Big Idea (With Real Advertising Examples) · Stuff About Advertising
Lesson

Brief vocabulary sounds like jargon and mostly is not. Each of these words exists because a project failed once for want of the distinction it makes.

who is it for1what do they think now2what should they think3why would they believe it4what are we making5a brief that cannot answer the second one is a wish list
The five questions a brief has to answer before anyone opens a file.
An ink drawing split in two, with a designer handing a client a cereal box in a studio on the left and shoppers taking the same box from a supermarket shelf on the right.
On the left a designer hands over a finished box, which is the deliverable. On the right shoppers take it from the shelf, which is the outcome the client is paying for.
Member

The rest of this is for members.

You have read the opening of this lesson. The rest of it comes with a membership.

One membership covers all four courses and Brands.

  • All lessons in the four Learn courses
  • All brand breakdowns in the Brands section
  • All quizzes, flashcards and crosswords
  • An AI teacher on every lesson, for up to 60 questions a day
  • All course material published during the membership

Price

Membership is from $12 a month on the Yearly plan, which is charged at $144 once a year. Lifetime access is $59, paid once.Membership is from ₹200 a month on the Yearly plan, which is charged at ₹2,400 + GST once a year. Lifetime access is ₹3,999 + GST, paid once.

Check what stuck

Members only

You can't take this check yet.

Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    A brief lists a pack redesign, a sell sheet and six social frames, then stops. What has it left out?

    • The mandatories, which belong in their own section at the bottom
    • The creative idea, which the agency should be briefed to carry
    • The outcome, meaning the change in the world those artefacts are meant to produce
    • The KPI, which is the proposition restated as a number
  2. Question 2, locked

    Which of these words means this? “The one thing the work must land.”

    • Spot colour
    • Litho
    • Gamut
    • Proposition
  3. Question 3, locked

    Which of these words means this? “What must appear. Legal lines, sizes, logos.”

    • Mandatory
    • Identity
    • Symbol
    • Wordmark

Elsewhere in the library

Hear about new courses.

Leave an email and we will tell you when something new lands. We do not write often.