They say ‘to be prepared is half the victory’ – a creative brief increases your chances of launching an effective signage campaign.
It is a document on which you pen down your thoughts regarding signage industry. You may counter this statement by saying ‘Why…? Why do we need a creative brief when signage industry is all about art, illustration and pictures?’
How Is It Done?
The first step is brainstorming – you have to think about ideas. In any business, the ultimate goal is to maximize the profit and minimize the losses. In the world of digital signage, you need to think about ways through your signage will receive the most exposure.
2. The Challenges
Remember that ‘content is king’ and the main items to focus upon, in your creative brief include attention to detailing, deadline, budget and key audience.
AIGA’s official sponsor, Aquent states that a creative brief helps in smooth running of a project. It prevents delays and increases output by:
The creative brief and marketing trends depend upon one another. It is a continuous cycle and so, you need to refresh the both.
If you are going 90% by the book (in this case, the creative brief), you can include a 5 – 10% new innovation (or trend) to be a little different from mainstream market.
If you succeed in making a new trend, other people will follow and will include it in their respective creative briefs. Ultimately you will get famous and people will gossip ‘oh look! This is the original logo and look at all the others who copied from the original’
Once a creative brief is established, you can take it as a guideline in your digital signage building scheme. Like a SWOT analysis, once you feel you are going astray with your design, your creative brief will keep you on the right track.
Digital signage industry is not constant. After a while, companies change their signs to keep afresh amongst the free market. Creative brief will help redesign your sign as well as give you short term realistic goals. These short term goals are an epitome of your market growth and like the trends of market, the creative brief is subjected to change.
Quantum Sign Corp
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