Building a better creative brief
By Roger Hart, Client Services Director, Blue Marlin London
Creativity is what makes designers tick. The development of creative work from concept through to finished product is wherein lies the fun, the challenge, in fact, the whole point of being a designer. That's a given. Some designers believe they work better unfettered by the strictures of a client brief. In fact, the opposite is true: the best way to free designers to be at their most creative is to make sure they understand the parameters in which they are working.