CREATIVITY IN BRANDING

How many times have you squashed your desire to be creative because you had to conduct 'business'?

How many times have you suppressed your creative nature because you thought it didn't fit your 'profession'?

WHY WE HAVE A LOT OF SHALLOW PEOPLE THESE DAYS

They say we shouldn’t judge a book by its cover, but let’s face it: people are shallow.

We judge based on looks all the time. We’ll pass a dirty-looking, disheveled person on the street and assume he’s homeless, or crazy, or a drunk. We’ll meet a savvy woman at a meeting and assume her home is sharp-looking and neat.

WRITING A CREATIVE BRIEF

The creative brief (also call a design brief or an innovation brief) is a summary of a design project. It provides a road map for expectations and working relationships while the project is in development. It describes the purpose, parts and schedule of a requested design solution. It outlines the client's requirements and how the designer will address them. It provides enough information for the designer to proceed confidently, but not so much that her creativity is stifled.