Analysing briefs

Here, myself and Charlotte tried to break down the briefs a bit more to try and really understand who the clients were, their current situation and what they wanted to gain from the deliverables. This proved really useful, because it made us put aside any preconceptions we had about what they wanted and we got more to the root of the problem.
With the mutual assurance brief, we initially didn't understand what they were trying to say or what they wanted. Rather than just going past the brief and just brushing past it, re-writing the brief and being more specific really helped clarify what was going on.



The Ted Baker brief was also very useful to re-write. Reading the brief to begin with, I think I just thought that they wanted a new window display which promoted their autumn collection. Reading it thoroughly it became more clear that they weren't happy with the misconceptions some of their target audience have of the brand and that they didn't want to be grouped in with the elite fashion clubs. They're pretty insistant throughout the brief that they have a typically British sense of humour and that's their USP. As a potential consumer, I had never really thought that myself, and so producing something that makes it clear that they aren't 'snooty' is really important. More so, I would argue, than references to the season.