Before todays session we were asked to select three briefs from the dead IDST briefs available online.
Below are my initial three brief selections.
TYPE FACTORY - 2009
IMBALANCE - 2010
NOT JUST FLEURONS - 2011
The first session task gave us three minutes to highlight words from each brief that initially caught our attention.
As I progressed through the task I realised that certain decisions were made when selecting the three briefs because of my personal interests as a designer. As an ethically motivated designer terms relating to ethics and wether or not the brief worked towards an ethical outcome had the most influence.
Using the words selected from each brief we then formulated a list of 'bad words', a term which relates to words that carry little meaning or relevance when used to communicate aspects of the brief. Using terms such as 'broadest' and 'fascinating' when writing a brief leaves its open to interpretation. As designers the best briefs are very specific with the information they present, this allows us to create the most informed and appropriate graphic outcomes in response to the given task.
CLASS (bad words) LIST
- Metaphorical journey.
From the initial choice of three IDST briefs we then had to select one for further development . After choosing the final brief we had to assess its content against four specifications.
SELECTED BRIEF -
- 'Not Just Fleurons'
Below are the images showing my assessment of the brief.
5 PROBLEMS YOU WANT TO SOLVE AND WHY? -
- Define the market (audience) - Brief is very vague with who the outcome should be aimed at.
- Asks us to communicate very visual aspects using only type - this is creatively challenging as you have to consider how to do this in an effective way.
- What is 'the concept of the garden'? The brief uses very vague terminology which is hard to understand without being informed.
- What is the exact definition of 'Fleurons'?
- Do people want to connect to nature? Answering this will help achieve the correct tone of voice me when creating my outcome.
5 FACTS ABOUT THE SUBJECT AND CONTENT -
- 'The soul cannot thrive in the absence of a garden'
- 'Some see gardening as a metaphor for life'
- 'Consider plants in the broadest of possible ways - their form, colour, size, texture, smell, taste and feel...'
- 'Inteprets and celebrates plants'
- 'Connecting with nature makes people happy'
5 FACTS ABOUT THE AUDIENCE
- People disconnected from nature.
- Or never connected to nature in the first place.
- People without regular access to plants/nature.
5 THINGS YOU DO NOT KNOW ABOUT THE BRIEF
- AUDIENCE - Completely open to interpretation, not defined at all.
- 'Plants' is a very broad term that could be associated with a range of vegetables flowers and grasses from across the world, this leaves the direction the brief could be taken in very open.
- Why are they asking us to do this? The problem is not properly outlined, what are we supposed to be solving?
WHAT DO I WANT TO COMMUNICATE AND WHY?
- The importance of plants and nature to the modern individual living in an urban environment. As outlined in the brief it is important for man to connect to nature and in the modern city environment this is very hard to achieve. Therefore, my outcome would inform and educate the audience about the importance of interacting with plants and nature.
- Plant based medicines for the poor. Ethical/sustainable message. In a world where the cost of medicines and pharmaceutical drugs is constantly raising an understanding of herbal and plant based medicine could help a lot of people in less fortunate situations.
- Plants and sustainability. Would communicate how plants can help you live a more sustainable life.
- Grow your own food/plants. Ethical/sustainable message. The modern world has seen an increase in genetically modified food being put into the market place by supermarkets and other large food based corporations. My outcome would educate the audience about their negative effects and offer a solution in the form of a grown your own vegetables kit.
REWRITING THE BRIEF
Rewriting the brief enabled me to tarnish its concept with my own individual idea, allowing me to produce a bespoke response and still answers the requirements and considerations of the original brief.