Ce billet a été écrit par mon ami et conseiller Sébastien qui a longtemps travaillé au contact de créatifs pour le compte d'un grand groupe de cosmétique. Il m'a aidé a écrire mon brief et cette expérience lui a permis de mettre son expérience au service d'entrepreneurs comme moi.
Bonne lecture!
Tous les créateurs d’entreprise sont amenés tôt ou tard à imaginer un univers visuel qui incarne leur projet. Cela peut prendre la simple forme d’un logo ou d’une signature jusqu’à la charte graphique complexe d’un site web. C’est à ce moment là qu’intervient le brief créatif.
Je vous propose de passer en revue les objectifs clés du brief créatif ainsi que les principaux éléments de son contenu.
1- Le brief créatif doit clairement identifier vos objectifs. Il doit expliquer aux créatifs quels sont vos motivations et ambitions. Que va-il se cacher derrière votre univers visuel :
- être leader sur un marché ? ou un challenger ?
- amener de l’innovation/ une grande nouveauté sur un segment?
- moderniser votre image si vous aviez déjà un autre projet ?
- développer l’esprit communautaire sur internet ?
- être un pionnier dans les produits de luxe ?
- être à contresens ?
L’idéal est d’identifier un ou deux objectifs maximum.
2- Le brief créatif doit ensuite clairement établir un cadre. Il doit lui permettre de prendre conscience du territoire où il se trouve et des limites qu’il ne devra pas franchir :
- quel est votre positionnement image : luxe, fun, créatif, technologique, intellectuel, humanitaire ?
- quelle est votre cible : personnes âgées, enfant, communauté gay, homme d’affaire, chômeur ?
- quels vont être vos supports d’expression : papier, internet, téléphonique ?
- quelles sont vos valeurs : générosité, proximité, expertise, confiance ?
-quels sont les projets déjà existants auxquels vous vous identifieriez le plus facilement ?
3- Le brief doit, pour finir, ouvrir des portes au créatif et lui donner de la matière pour qu’il s’en inspire. Le cadre précédemment établi serait seul, trop restrictif. Sans transformer le brief créatif en notice détaillée de ce que vous avez en tête, donnez lui quelques pistes de réflexion, les humeurs, émotions que vous estimez aller de pair avec votre projet :
- si vous lisiez 10 magasines, quelles seraient les 10 photos que vous y trouveriez et qui illustreraient au mieux votre projet (photo de paysage, de mode, publicité de voiture, de cosmétique, …)
- si votre projet pouvez s’identifier à un courant créatif ou une personnalité artistique, quels serait-il (pop art, Mozart, Madonna, du rap, …)
- si vous deviez donner 5 noms d’émotion ou sensation à votre projet quels seraient-ils ? (Joie, respect, chaleur, frisson, extase, zen, …)
N’hésitez pas à ouvrir l’esprit de votre créatif le plus possible dans un premier temps, même si après, vous décidez de ne retenir qu’une seule orientation.
N’hésitez pas à vous inspirer des créations déjà existantes qui ont prouvé leur succès, il est toujours possible de les réadapter en mieux ou en plus pertinent pour votre projet.
Quelques conseils pratiques :
1- Il y a plusieurs façons de présenter un brief mais la méthode de l’entonnoir est sans doute la plus complète. Elle consiste à écrire le brief en partant du plus général comme, par exemple, la description du marché, des concurrents jusqu’au plus précis c’est-à-dire l’univers de création, les quelques détails que vous souhaitez voir apparaître dans la création finale.
2- N’oubliez pas de préciser des délais bien précis avec votre créatif et d’y intégrer plusieurs aller-retour d’ajustement. De même précisez le support sur lequel, il va vous fournir la création : un CD-rom avec des fichiers haute définition, une adresse internet, par mail, des ektas, …
Bon brief créatif !!
Inscription à :
Publier les commentaires (Atom)
24 commentaires:
Effectivement c'est exactement comme celà que l'on procède et que l'on renseigne au mieux un créatif pour l'orienter. Je pense qu'avec ce brief tu auras ce qu'il te faut !
Salut,
Super ton aide pour réaliser son brief créatif mais sais tu où je pourrais trouver un exemple de brief?
@+
Coucou Manu,
Je peux te conseiller un site pour avoir des exemples de brief mais ils ne correspondent pas exactement à ce qui a été décrit dans ce billet. Il y a tellement de manières de faire!
Va sur www.designinteractif.net
Bon courage!
Bonjour,
Vous avez très bien cerner le problème du brief créatif. Il est agréable de voir des gens s'impliqué dans le procéssus créatif qui est au coeur de la communication d'une entreprise.
En revanche, la dèrnière partie est à oublier dans la mesure ou :
1. Ce n'est pas votre travail mais celui du créatif.
2. Vous réstreignez drastiquement les options créatives.
Beaucoup de client tombes dans ce pièges qui consiste à être trop diréctif. On les entend ensuite se plaindre du manques de créativité de leur créatif. Ironique, non ?
Building muscle equipment will continuously remind one to exercise and do your function out. [B][URL=http://www.fitnessworkoutclub.com/insanity-workout-dvds.html]insanity[/URL][/B] currently have personalized their items in accordance with costumer's convenience and pleasure. They have significantly recognize the person [B][URL=http://www.fitnessworkoutclub.com]p90x reviews[/URL][/B] and distinctive preference of the populace hence, [B]p90x nutrition plan[/B] are offered the freedom of selection in terms of choosing the product which you feel is the most appropriate for you. Keeping a excellent healthiness possibly a trouble for some luckily, the top muscle tissue making items [B][URL=http://www.fitnessworkoutclub.com]p90x workout[/URL][/B] available these days turn this kind of problem into a sweet and delightful experience.
[URL=http://www.fitnessworkoutclub.com][IMG]http://www.beachbody.com/images/en_US/products/programs/insanity/ins_sell_chrisb_b.jpg[/IMG][/URL]
[B][URL=http://www.thomassabosale.de]Thomas Sabo charms[/URL][/B] [B]Thomas Sabo onlineshop[/B] [U]Thomas Sabo schmuck[/U] [B]masai footwear[/B] [U]masai schuhe[/U] [B][URL=http://www.mbtschuheoutlet.de]masai barefoot[/URL][/B]
[B]Thomas Sabo[/B] [B][URL=http://www.thomassabosale.de]Thomas Sabo[/URL][/B] [U]Thomas Sabo schmuck[/U] abercormbie fitch [B]masai[/B] [B][URL=http://www.mbtschuheoutlet.de]masai barefoot[/URL][/B] [U]mtb schuhe masai[/U] vibram five fingers sprint [B]Thomas Sabo charms[/B] [B][URL=http://www.salethomassabo.com]Thomas Sabo onlineshop[/URL][/B] [U]Thomas Sabo charms[/U] masai [B]vibram five fingers kso[/B] [B][URL=http://www.vibramfivefingersshop.de]vibram[/URL][/B] [U]vibram[/U] Thomas Sabo onlineshop [B]abercrombie[/B] [B][URL=http://www.abercrombieonsale.de]abercrombie and fitch[/URL][/B] [U]abercrombie and fitch[/U]
[B]abercrombie[/B] [U]abercormbie fitch[/U] [B][URL=http://www.abercrombieonsale.de]abercormbie fitch[/URL][/B] [B][URL=http://www.mbtschuheoutlet.de]mbt[/URL][/B] [B]mtb masai[/B] [U]mbt[/U] [B][URL=http://www.thomassabosale.de]Thomas Sabo[/URL][/B] [B]Thomas Sabo[/B] [U]Thomas Sabo[/U] [B]masai barefoot[/B] [U]masai[/U] [B][URL=http://www.mbtschuheoutlet.de]mbt schuhe[/URL][/B]
Initial of all [B][URL=http://www.fitnessworkoutclub.com]p90x nutrition guide[/URL][/B] recall that when I say diet plan, [B]does p90x work[/B] [B]p90x results[/B] do not mean that you are going to must starve. [B]does p90x really work[/B] great diet will permit you to consume healthier foods, [B][URL=http://www.fitnessworkoutclub.com]p90[/URL][/B] contain a smaller number of calories. [B]insanity workout[/B] way you'll not be starving, [B][URL=http://www.fitnessworkoutclub.com]beachbody[/URL][/B] only replace all the meals that you used to [U]p90x calendar[/U] eat with healthier types.
In circumstance [B]p90x exercise program[/B] is just getting one girl, [B][URL=http://www.fitnessworkoutclub.com]beachbody[/URL][/B] forget about it! Maybe you think of starting the muscle making routine, [B][URL=http://www.fitnessworkoutclub.com]p90[/URL][/B] you would like to prepare effective strategy. Perhaps you have already started exercising[B][URL=http://www.fitnessworkoutclub.com]p90x nutrition guide[/URL][/B] however you just are not seeing results [B]p90x[/B] [B]p90x fitness guide[/B] you wanted. Any way, follow the guidelines, [U]p90x schedule[/U] you might start to see the results faster than what [B][URL=http://www.fitnessworkoutclub.com/insanity-workout-dvds.html]workout review[/URL][/B] have thought was achievable.
You'll find [B][URL=http://www.edhardystore.uk.com]christian audigier[/URL][/B] a lot of varieties of clothing [B]christian audigier[/B] lines that are produced offered recently.But a specific of the well-known [B][URL=http://www.edhardystore.uk.com]ed hardy clothing[/URL][/B] will be the [B][URL=http://www.edhardystore.uk.com]ed hardy t shirts[/URL][/B] Collection amongst those population brand names which are obtainable. You may well nicely see from several Hollywood stars like Madonna, Sylvester Stallone, Snoop Dogg and Britney [B]christian audigier[/B] Spears on this fashion collection, With blending [B]ed hardy hoodies[/B] aesthetic and approaching into his American mode masterpiece, [B][URL=http://www.edhardystore.uk.com]ed hardy[/URL][/B] was well-known.
Together while using achievement of [B][URL=http://www.edhardystore.uk.com]ed hardy clothes[/URL][/B] outfits stytle you will find problems linked with them. [B]ed hardy sneakers[/B] excellent results of [B]ed hardy hoodies[/B] outfits selection is because of Christian Audigier's special promoting designs, you will find so many who argue this. Audigier own a lot of [B][URL=http://www.edhardystore.uk.com]ed hardy hoodies[/URL][/B] buddies and he hold them. [B][URL=http://www.edhardystore.uk.com]ed hardy uk[/URL][/B] just gives his close friends no cost goods and take photos from them wearing his styles rather than having to pay so rather a few amounts of dollars for that fashion who will [B][URL=http://www.edhardystore.uk.com]christian audigier[/URL][/B] the clothes selection.
It is hard to believe that anything [B][URL=http://www.mbtplus.com/]mbt shoes review[/URL][/B] so inherently ugly as the MBT shoe could ever catch on [U]mbt discount shoes[/U] with either the younger generation or the fitness fanatics but it has. [B]buy mbt shoes[/B] The shoes or I suppose they should be called trainers have thick curved soles and wide straps across the front. Currently [U][B]mbt discount shoes[/U][/B] the are available in over 20 countries and have sold more than a million pairs a year. Considering that they have a price tag of around $200 it is even [B]footwear etc[/B] more remarkable.
MBT shoes, which stand for Masai [B]mbt discount shoes[/B] Barefoot Technology were invented by Karl Muller a Swiss engineer. He [B]MBT shoes[/B] suffered back and knee problems but on a trip to Korea he noticed [U][B]footwear etc[/U][/B] that after walking barefoot through paddy fields the symptoms were relieved. With further [U]buy mbt shoes[/U] research he discovered that the Masai tribesmen from Kenya did not suffer back problems [B]mbt shoes sale[/B] and had perfect posture. Putting these two facts together he decided that [U]shoe for worked[/U] the answer was because they were walking on soft surfaces [U]MBT[/U] which yielded as they trod on them. This [U]mbt sandals[/U] was unlike in Europe and America where we tend to walk on firm surfaces such as sidewalks.
The first MBT was manufactured in 1996 and soon [U][B]mbt shoes cheap[/U][/B] became popular on continental Europe. Since then many celebrities have [B]MBT shoes[/B] been seen sporting MBTs. The concept basically is that the [U][B]mbt shoes sale[/U][/B] curved sole creates instability as you walk, which [U][B]mbt sandals[/U][/B] mimics the effect of walking barefoot. To counteract this the foot uses muscle to counter this [B][URL=http://www.mbtplus.com/]MBT shoes[/URL][/B] and creates a natural body training effect.
As to the question of whether they [B]mbt sneakers[/B] are worth the money I suppose this has to be a personal judgement. If [U][B]mbt shoes best prices[/U][/B] you spend long periods of time on your feet then you may [U]mbt shoes cheap[/U] benefit from them. However, if you are someone [U]mbt discount shoes[/U] who just goes for gentle walks to keep fit then perhaps a [U]MBT shoes[/U] good pair of conventional trainers at [U][B]mbt sandals[/U][/B] half the price will be fine.
It is hard to believe that anything [B][URL=http://www.mbtplus.com/]mbt shoes review[/URL][/B] so inherently ugly as the MBT shoe could ever catch on [U]mbt sandals[/U] with either the younger generation or the fitness fanatics but it has. [B]mbt walking shoes[/B] The shoes or I suppose they should be called trainers have thick curved soles and wide straps across the front. Currently [U][B]MBT[/U][/B] the are available in over 20 countries and have sold more than a million pairs a year. Considering that they have a price tag of around $200 it is even [B]buy mbt shoes[/B] more remarkable.
MBT shoes, which stand for Masai [B]shoe for worked[/B] Barefoot Technology were invented by Karl Muller a Swiss engineer. He [B]footwear etc[/B] suffered back and knee problems but on a trip to Korea he noticed [U][B]mbt sandals[/U][/B] that after walking barefoot through paddy fields the symptoms were relieved. With further [U]MBT[/U] research he discovered that the Masai tribesmen from Kenya did not suffer back problems [B]mbt shoes sale[/B] and had perfect posture. Putting these two facts together he decided that [U]buy mbt shoes[/U] the answer was because they were walking on soft surfaces [U]mbt sandals[/U] which yielded as they trod on them. This [U]MBT[/U] was unlike in Europe and America where we tend to walk on firm surfaces such as sidewalks.
The first MBT was manufactured in 1996 and soon [U][B]footwear etc[/U][/B] became popular on continental Europe. Since then many celebrities have [B]mbt shoes sale[/B] been seen sporting MBTs. The concept basically is that the [U][B]mbt sneakers[/U][/B] curved sole creates instability as you walk, which [U][B]MBT[/U][/B] mimics the effect of walking barefoot. To counteract this the foot uses muscle to counter this [B][URL=http://www.mbtplus.com/]shoe for worked[/URL][/B] and creates a natural body training effect.
These are pretty bold claims but there is no doubt that MBT shoes are [U]mbt shoes clearance[/U] popular both as recreation and sportswear. A study [U]mbt shoes review[/U] by Sheffield Hallam University recently concluded that MBT shoes were better for the knees ankles [U]mbt sneakers[/U] than normal shoes. The study also concluded that if [U][B]buy mbt shoes[/U][/B] you walk correctly you would take shorter strides while walking in MBTs. Shorter [B]mbt walking shoes[/B] strides would mean more steps and more expending of energy and this [U][B]MBT shoes[/U][/B] would increase your calorie burn.
Trying to find an innovative and lucrative [B][URL=http://www.tiffanysfree.com]tiffany rings[/URL][/B] business? A business on sterling silver jewelries may just be the one you are [U][B]tiffany jewellery[/U][/B] looking for. It's never that too difficult to find reasonably priced Tiffany wholesale jewelry to get you [U][B]pandora bracelet[/U][/B] started on your way to being financially independent. The Internet is actually a good place [B]pandora[/B] to start. You virtually spend nothing to find the supplier you are seeking. No need to be technically knowledgeable to find [U]tiffany charms][/U] your valuable information, a simple understanding of how to operate the computer and use a reliable search [B]tiffany jewellery[/B] engine is all you need.
Once you find your tiffany wholesale supplier, your quest [U][B]pandora jewelry[/U][/B] doesn't end there. You need to understand jewelry selling basics and selecting the styles that are most appropriate [B]tiffany jewellery[/B] for your niche market as well as having the eye for designs that will [U]tiffany engagement rings][/U] most likely sell. You must also learn the tricks of finding out which jewelry pieces are [B]pandora bangles[/B] of superior quality. There are an abundant source of suppliers for Tiffany wholesale jewelry, you just need [B][URL=http://www.pandoraforyou.com]pandora jewellery[/URL][/B] to have that discriminating taste in ensuring you get to the best source. In this business, if you start with low quality [U]tiffany co][/U] pieces, your business will suffer.
The key to a profitable and lucrative business is to build a [U][B]pandora bracelet[/U][/B] large customer base. In order for you to get customers to comeback you must be [B][URL=http://www.tiffanysfree.com]tiffany rings[/URL][/B] able to please them with the quality of your items as well as the attractiveness of your designs. Always find unique [U][B]tiffany engagement rings[/U][/B] and stylish designs, you wouldn't want to sell everybody else is selling. If your pieces are just ok and plain you may have difficulty [U][B]tiffany london[/U][/B] keeping faithful customers. Aside from having quality merchandise you [U][B]pandora[/U][/B] also should be pricing them reasonably, not too expensive but not too cheap. Always make [B]tiffany uk[/B] your customers feel special in finding the best priced jewelries they [U][B]tiffany pendants[/U][/B] can find.
A good plan is definitely in order, plunging head on [U]tiffany][/U] into a business is like committing financial suicide. If you [B]pandora[/B] want your business to workout you need to sit down and make [U][B]tiffany jewellery[/U][/B] a list of what you need to do to achieve your main goal [U]tiffany engagement rings][/U] of being the vendor of choice. A supplier of good quality Tiffany wholesale jewelries [U]tiffany necklaces][/U] should top the list, after all you shouldn't start any business if your [U][B]pandora bracelet[/U][/B] merchandise is not good at all.
Tiffany's jewelry is world famous company and if [B][URL=http://www.etiffanystore.com]tiffany necklaces[/URL][/B] you cannot afford the actual jewelry there are a lot of Tiffany inspired jewelry to choose from. While Tiffany's [B]tiffany jewelry[/B] has produced some more affordable pieces like key chains and money clips [U]pandora jewellery[/U] for those wanting the elegant pieces without the price tag there are other options. Tiffany produces bracelets, rings, earrings [U][B]tiffany[/U][/B] and necklaces.
Besides the traditional Tiffany's style, the jewelry [B]tiffany[/B] comes in the traditional blue box and you can even find Tiffany inspired jewelry that [B][URL=http://www.pandoraforyou.com]pandora bangles[/URL][/B] reproduces the Tiffany style down to the box. Tiffany jewelry is traditionally sterling [U][B]tiffany[/U][/B] silver as the Tiffany Company has produced a special blend of silver that is very strong [U]pandora jewelry[/U] and will last.
It is not a direct replica but it is inspired from the Tiffany style so [B][URL=http://www.etiffanystore.com]tiffany[/URL][/B] many of the pieces are very similar to Tiffany. Some companies [U][B]pandora jewellery[/U][/B] may even produce direct replicas. The main difference between real Tiffany's jewelry [U]tiffany[/U] and the inspired version jewelry is the price tag. They are just as beautiful [U][B]tiffany engagement rings[/U][/B] and classic as the real ones but at much more affordable prices. If you aspire for [B]tiffany engagement rings[/B] a piece of Tiffany's then you should investigate Tiffany inspired jewelry.
Tiffany also offers men's jewelry and you can find Tiffany's inspired jewelry [B]tiffany charms[/B] from their men's line. There is a huge array of cufflinks available with two tone cufflinks, woven cufflinks and love knot [U][B]tiffany rings[/U][/B] cufflinks to name but a few. Other men's [U][B]pandora jewellery[/U][/B] jewelry include pendants, chains, heavy mesh rings, eternal cross pendants, dice key chains, golf [U]tiffany engagement rings[/U] club money clip, sterling silver dollar sign money [U]tiffany bracelets[/U] clips and dog tag pendants.
Tiffany's jewelry is world famous company [B][URL=http://www.tiffanysfree.com]tiffany jewellery[/URL][/B] and if you cannot afford the actual jewelry there are a lot of Tiffany inspired jewelry to choose [U]cheap tiffany and co jewelry[/U] from. While Tiffany's has produced some more [B]3tiffany & co jewellery[/B] affordable pieces like key chains and [U][B]baltimore tiffany jewelry[/U][/B] money clips for those wanting the elegant pieces without the price tag there are other options. Tiffany produces bracelets, rings, earrings [B]baltimore tiffany jewelry[/B] and necklaces.
Besides the traditional Tiffany's style, the jewelry [B][URL=http://www.etiffanystore.com]tiffany engagement rings[/URL][/B] comes in the traditional blue box and you can even find Tiffany inspired jewelry [U]tiffany jewelry boxes[/U] that reproduces the Tiffany style down to the box. Tiffany jewelry is traditionally sterling silver [U]baltimore tiffany jewelry[/U] as the Tiffany Company has produced a special blend of silver that is very [B]fake tiffany jewelry[/B] strong and will last.
It is not a direct replica but it is inspired from the Tiffany style [U]authentic tiffany jewelry monthly promotion[/U] so many of the pieces are very similar to Tiffany. Some companies may even [U][B]best website to buy discounted tiffany jewelry[/U][/B] produce direct replicas. The main difference between real Tiffany's jewelry and the inspired version [B]authentic tiffany jewelry monthly promotion[/B] jewelry is the price tag. They are just as beautiful and classic as the real ones [B]tiffany jewellery uk[/B] but at much more affordable prices. If you aspire for a piece of Tiffany's then you should [B][URL=http://www.tiffanysfree.com]tiffany & co[/URL][/B] investigate Tiffany inspired jewelry.
This jewelry can [U]baltimore tiffany jewelry[/U] be found in many places, in stores and online. You [U][B]discount tiffany jewelry[/U][/B] can search the internet to discover the companies in your [B]fake tiffany jewelry[/B] area that provide this type of jewelry. Their heart [B]replica tiffany jewelry[/B] pendants are particularly popular. These floating [U][B]tiffany jewelry store[/U][/B] heart pendants come in silver, gold and with crystals. They also [B][URL=http://www.etiffanystore.com]tiffany charms[/URL][/B] have the traditional Tiffany's circle of life pendant that resembles a [U]buyers of tiffany jewelry sets[/U] circle of crystals on a chain.
There are many different types of Tiffany inspired [B]tiffany jewelry store[/B] earrings and many of them match the Tiffany pendants. There are open [B]authentic tiffany jewelry monthly promotion[/B] heart earrings as well as circle of life earrings. There are [U][B]tiffany jewellery uk[/U][/B] a variety of different bracelets and [U][B]best website to buy discounted tiffany jewelry[/U][/B] many still use the open heart charm design. There are [B]baltimore tiffany jewelry[/B] multi chain bracelets, heart charm bracelets, puff heart toggle [U]fake tiffany jewelry[/U] bracelets, link bracelets, cubic [U][B]baltimore tiffany jewelry[/U][/B] zirconium tennis bracelets, mesh buckle [U][B]tiffany company jewelry[/U][/B] bracelets, silver heart tag ID bracelets, double [U]replica tiffany jewelry[/U] row cable bracelets and much more.
how are you?
Thanks for writing this blog, loved reading it
I wanna to decide some of questions in this area. Could u help me to do it?
Good Article
msnsbvn khe jrlhl threesome lesbians
crlta!
unlxc mpoiln auo young model
kiev escort girls ))
zycs lqxex miasporn ehjibh q ij z vcv
It is rather interesting for me to read the post. Thanks for it. I like such themes and anything that is connected to this matter. I definitely want to read more soon. Thanks.
ceiy zlqfu free sex videos fnkucr s xv x iqq
très bon exemple de brief créatif!
créations site internet chambéry
tres bon brief!
http://www.gautier-sylvain.com/creation-site-internet-chambery.html
Un très bon article.
Je me suis mis à mon compte et ai remarqué que mes clients avaient du mal a structurer leur demande qui se résumait souvent à: "Je veux un site internet a vous de jouer".
J'ai donc rédigé une liste de questions que je propose à mes prospects avant la finalisation de leur projet.
Vous pouvez trouver ce document à l'adresse suivante : www.bennetonable.com/brief-type
En espérant que cela puisse aider. N'hésitez pas a me contacter pour tout commentaire.
Enregistrer un commentaire