Learn to use a brief and a back-brief as a tool to understand your client's needs
A great brief is a powerful tool when developing a creative project. Raising the right questions and knowing how to capture them in a document in a simple and direct way will help you understand the needs of the client and translate them into a final execution satisfactory to both parties.
In this course you will learn to create a brief by Daniel Yepes Giraldo, founder of the Colombian branding agency MUMU, The Branding Love. You will also learn to interpret it and use the back-brief tool to solve the problems that you may face successfully.
What's included in this course?
You will start by knowing Daniel Yepes and his career in the world of branding , which he arrived by chance more than 10 years ago. He will tell you about some of his most important projects and will tell you about his influences within branding .
Daniel will introduce you to some basic concepts, you will know what a brief , what it is for and how important it is when starting a project. You will discover several types of brief and you will also know what the contrabrief .
What information should a brief ? Daniel will review the minimum elements that must be contained through examples used in MUMU.
With all this information you will start to create your branding project for a supposed young and modern sock company. You will start by defining the needs of the project and then develop the brief step by step. Daniel will present to you, through examples, the most common mistakes when developing it and from there, you will correct any of those that you have been able to do in your first sketch.
Finally you will generate a back-brief. You will learn the key points when doing it and you will understand its importance when addressing any creative project.
What is this course project?
You will choose an advertising or brand creation campaign in which, a priori, the communication or project objectives are not clear and you will decipher what the briefing and the needs of the project.
Who is it aimed at?
To people who have to write a brief (entrepreneurs, advertisers, marketing workers) and those who receive briefs from agencies or brands, who have to learn to decipher them and / or ask the precise and necessary questions for the development of any project (design studios, small agencies, copywriters).
You must have basic notions of communication and, in terms of materials, you will need paper, pencil, a computer with internet and a text editing program.
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Daniel Yepes Giraldo is the founder of MUMU, The Branding Love, an agency of branding with clients such as Unite, Friburger, the city of Pasto (Colombia) and many more. With more than thirteen years of experience in the world of branding , Daniel is one of the most important exponents of brand design in Colombia and Latin America.
MUMU is constantly searching for perfection, not focused on awards or recognitions, but on the satisfaction of its customers. In his own words: "We love brands. We design emotional trips where new connections are found. We work on the things we believe and can love, because our engine is emotion, not reason; reason generates conclusions, emotion generates actions. This is how we build branding love. "