These are extracts from briefs set as part of a student competition. Your task is to read and analyse them. Ask yourself:

• What are you being asked to do?
• How will the client will judge a successful outcome to the brief?
• What are the keywords?

In addition log any other questions you would want to ask the client.

Brief 1

Create packaging for Quaker’s new ‘Chilled Creamy Oats’ product for young women looking for a truly delicious healthy snack. The target audience is young women juggling many jobs and priorities everyday. They like to eat well but also love treats and hate feeling hungry. They like the idea of oats for their natural goodness but find the idea of eating them bland and unappealing.

OCA Graphic Design Level1 – Core concepts course material

What are you being asked to do?

Design packaging for Quaker’s Chilled Creamy Oats.

How will the client will judge a successful outcome to the brief?

Needs to be appealing to busy young women that like to be healthy but also like something delicious

What are the keywords?

• Quick
• Healthy
• Natural
• Tasty

Any other questions?

• Size of product packaging?
• Particular colour scheme?

Brief 2

Most of us have experienced a long rail journey – we witness the dramatic contrasts of the changing landscape, the inter-connections at various points along the way; various people embark and disembark; the dynamic is ever- changing… finally we reach our destination.
This brief challenges you to take a metaphorical journey on the theme of connections. Explore the theme as broadly as possible and take us on a journey that might link, amongst other things – people, events, philosophies, theories, objects, movements, inventions, history, literature, etc. Your journey is only limited by your own imagination and the quality of your research – surprise us with the juxtaposition of your selected themes but be sure to communicate to the viewer the ‘connectedness’ of the thinking within your design. Define your market, and how you will target it.

OCA Graphic Design Level1 – Core concepts course material

What are you being asked to do?

Create a design that describes a metaphorical journey with lots of connections, emphasis is on the connections. The connection needs to be thought provoking and surprising.

How will the client will judge a successful outcome to the brief?

Make sure the viewer can follow the connectedness of the theme.

What are the keywords?

• Journey
• Connections
• Life
• Butterfly effect
• Changes
• Crossroads

Any other questions?

• What format will these designs will be presented in?
• Can they be interactive?
• Who will be the target audience?
• Are there any limitations in themes you can explore?

Brief 3

To raise awareness of the risks of underage drinking and contribute towards a cultural change in society’s attitude towards alcohol. The purpose of the Department for Children, Schools and Families is to make this the best place in the world for children and young people to grow up… to make children and young people happy and healthy and help them stay on track.

With a core proposition of ‘Alcohol leaves you (or your children) vulnerable’, the campaign will urge parents to talk to their children before they consider drinking, to help avoid vulnerable situations. The messages to young people will get them to think about the effects of drinking.

Creative ideas should use the campaign identity ‘Why let drink decide?’ to extend the campaign’s reach and specifically target young people aged between 13 and 16. We are open to ideas about the media or format you think is most appropriate to reach the target audience.

OCA Graphic Design Level1 – Core concepts course material

What are you being asked to do?

Design a campaign to target the parents of 13 to 16 year old teenagers and the children themselves around the topic of underage drinking. The slogan is “Why let drink decide”, and the core concept of “Alcohol leaves you (or your children) vulnerable”

How will the client will judge a successful outcome to the brief?

It should raise awareness of the risks of underage drinking, and how it fundamentally changes society. It should aim to make the UK the best and safest place for children to grow up by making parents to talk to their children about the dangers drinking can lead to.

What are the keywords?

• Alcoholism
• Underage drinking
• Vulnerability
• Society
• Family values
• Talk to your children

Any other questions?

• What’s the budget?
• How long will the campaign run for?
• How widespread will the campaign be?