Freelancing How do you get the design you want? The perfect design you envision in your head?
What common mistakes do billboard companies and clients make when dealing with a billboard designer? No one is there to talk to them about why they need to concentrate on certain elements for their outdoor advertisement.
As a visual person, it takes more than telling me a client wants their photo, logo and website on their advertisement.
Clients, especially local ones who are new to outdoor advertising, need more than a creative brief or a forwarded email and should receive one on one attention from an experienced OOH designer. I provide clients with a stripped down creative brief that guides them into a minimalistic direction and once it is filled out, I schedule a creative consulting call to go over their request.
To save space, I used the extension to house their logo vs two separate graphics and because their name is their URL. This space saver allowed the marble to be the focal point and I only listed the top 3 top selling materials. If a consumer is interested in this type of product, they can turn in or go online to find out about all the things that were listed on their creative brief.
I designed the below and it was approved. Clients need to trust the outdoor advertising design process. Going back and forth between the AE, the client and the designer causes room for error and miscommunication which in turn can leave the client frustrated.
Sometimes a wide-open canvas can overwhelm the client. Allowing the client to work direct with an OOH designer keeping in mind the designer needs to have OOH experience gives the designer the opportunity to connect with the client and ask design questions that are not found on a creative brief and not really listed in this article because the questions are all going to be different based on the category of business.
If you gain the clients trust, they are most likely willing to giving you more creative freedom. Let account executives sell, let designers design. Most Account Executives will read off a creative brief or give it to a client to fill out. Let the designer, design.
What should be the key questions asked to a client concerning billboard art work and creative? I often work with clients that are looking to me to figure out what they want to advertise.
For years the focus was on the Doctor and Midwife line up, logo, locations, headline and more. I was able to get them to consider doing one billboard that was more conceptual; using one image stork allowed the visual to be very large.
Even though their logo remained the same size it stood out more against a two-word tagline that also served as double entendre.
What are the best ways for the sales person to take that info and pass it to the outdoor designer? What do they want the public to know or do from viewing their ad?
What would they want to take away from an ad for it to be memorable; the visual, the businesses name or the product? I believe having the client and designer work directly is the most effective way to expedite the creative process which in turn will leave less room for error or risk missing a posting date.
Never miss a Billboard Insider article. Receive each post via email for free by sending us your name and email using the form below.Our creative team has been assigned the lead product, "O Earth laundry detergent." This is a rare opportunity to build a new brand from scratch.
2. Objective: what is the goal of the ad or campaign? Write a concise statement of the effect the ad should have on consumers. Typically expressed as an action. A creative brief is more than an outline for you and your client.
It shapes and directs your creative work while enticing your clients and managing their expectations. A creative brief is the foundation of a client-agency project.
A great way for you and your video team (whether that is in-house or agency) to figure out what that plan should be, is to work through a creative brief.
A creative brief can come in different forms, and include a variety of elements. Ex: Legacy Granite (creative brief provided by the OOH company) I no longer have the client provided creative to show a before/after but this project had several revisions (even with the statement at the bottom of the brief) because the client requested too much information for a billboard advertisement.
Oct 13, · I'm not the first person to write about creative briefs. Nor will I be the last.
The 4 most common mistakes in creative briefs. Posted on October 13, almost as if they themselves are the final product or output of the agency. They’re not. I’ve never seen a brief appear on a billboard or a TV screen or any other.
Our creative team has been assigned the lead product, "O Earth laundry detergent." This is a rare opportunity to build a new brand from scratch. 2. Objective: what is the goal of the ad or campaign?
New clients or existing clients with new projects could streamline the creative process if they provide a clear outline of projects, their goals, and a budget. How to write a creative brief for your designer. a website, it might be, we want to increase new visitors from our current to per day within 3 months. Or for a billboard. Creating a creative brief can be a daunting task. To help, we'll go over the ins and outs of how it's done. What a Creative Brief Brings to the Table. Pin It. Yes, creative briefs may be tedious to work on, but it does make the entire creative process a whole lot easier. A creative brief is more than an outline for you and your client. It shapes and directs your creative work while enticing your clients and managing their expectations. A creative brief is the foundation of a client-agency project.
Write a concise statement of the effect the ad should have on consumers. Typically expressed as an action.