Friday, December 4, 2009

Creative Brief Instructions

Creative Brief Instructions





Objectives: What is the purpose of the project? Know the realistic limits of the creative problems and what can be expected to accomplish the goals.


Target Audience: Who are the customers/ viewers: sex, age, job title, social conditions and geographic concentrations. What motivates them?


Features: How is it used in everyday applicants? What is unique?


Customer or User Benefits: How will the customer be better off? Any trade offs?

Determine all the benefits and rank them- focus on the two strongest. Be clear on the objectives and specific as possible.


Support of Benefit Claims: Ask for the proof of benefits- data, focus group, and testimonial. Get the facts!


Competition: Collect name, prices, good and bad features. Look at the other services objectively.


List of: Considerations | Preferences | Limitations

What are the constraint- budget, schedule, size, paper, use of color, images, corp-standards, personal likes or dislikes?


Distribution Considerations: Look at all requirements- time, money and etc ?


Green Benefits: Understand how you can design to reduce waste but communicate the message. Ask if they had green objectives they thought about?


One Word: What is the essence of the product? Leave only one overall impression. Make this the primary focus for the creative concept.


Job Positions

Executive Creative Director

is responsible for leading creative strategy and vision on client accounts. The Executive Creative Director is responsible for the operations and execution of the Creative Department, while overseeing development of Creative Department process, methodology, deliverables and budget.

This individual is also responsible for recruiting, managing and grooming all designers, and for leading the department to creative solutions that fulfill client objectives and Company creative vision. The Executive Creative Director will facilitate working groups through strong interpersonal, monitoring, and team-building skills.


Executive Creative Marketing

is responsible for leading marketing strategy and vision on client accounts or our firm. The Executive Creative Marketing is responsible for the operations and execution of the Marketing Department, while overseeing development of Marketing Department process, methodology, deliverables and budget. This individual is also responsible for recruiting, managing and grooming all sales staff.


Graphic Designer

Is responsible for coming up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.

The designer should use logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

The designer needs to confer with clients to discuss and determine layout design, so they can clearly prepare notes and instructions for workers who assemble and prepare final layouts for printing. The main goal is to always create designs, concepts, and sample layouts based on knowledge of layout principles and esthetic design concepts.


Strategic Sales

Is responsible for convincing others to buy services and otherwise change their minds or actions. The individual must strategically through observing, receiving, and obtaining information from all relevant sources. The individual needs to communicate with people outside the organization, representing the organization to customers, the public, government, and other external sources. The information can be exchanged in person, in writing, or by telephone or e-mail.


Administrator

Is responsible for clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology. Individual needs to have principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.


Intern

Is responsible for supporting the individuals that are in their department.


HISTORY

History


Ascend is a leading travel design firm serving clients throughout the United States and the world. We are known for our innovative concepts, modish style and intelligent design. Over the last six years, our impact on the international design world has resulted in numerous design awards.


Our firm is founded on thoughtful, creative and functional design. We continue to build tourism brands that are stimulating and meaningful to the consumer. As a result of generating great experiences for clients we build engaged partnerships into the future.


While in Paris at the 11th International Design Conference, five energetic young designers were inspired by the local and their love for travel to start a travel design firm. Founded in 2003, Ascend is based in New York City. At Ascend Inc. our partners see travel vital for a healthy body and creative mind. We are empowered to design for clients that allow people to reach beautiful cities, exotic beaches, rain forests, or snow-capped mountains.



Who We Are


Deborah Flores Executive Creative Designer

Deb is a multidisciplinary artist, having had experience in graphic design, advertising, publicity and event management, marketing, creative writing, jewelry design, and fashion styling. She applies this unique brand of skills to the creative process and develops solutions in branding and identity that has satisfied clients in the busiest industries here and abroad for over eight years. She has created world-class design for product leaders like Nokia, HSBC, Unilever, Shell, Nestle, and service-oriented organizations like Franck Provost, East Side House, Randall's Island Sports Foundation, and Palm Beach Art Fair. She is also a jetsetter, often shuttling from various spots in Asia to North America in search of the next big thing.


Kate Sanders Executive Creative Marketing

Kate has been working in the destination-branding field for over 10 years. She has lived in 5 countries around the world and is fluent in 4 languages. Before coming to Ascend Inc, Kate was living and working in London with Erinn. After attending a design conference in Paris, Erinn and Kate had interest in opening up a firm in NY. While at the conference, they met a team of three whom had shared interest in starting their own firm in NY. Kate was able to make numerous relationships with firms that continue to want to freshen up their identity. Kate brought these contacts on as clients to Ascend Inc and it has been a boon to business.


Jessica Haasi Strategic Sales

Jess has three years of professional experience working for a design firm/marketing agency for luxury real estate properties. Her main projects were designed for condominiums and resorts all around the world.


Erinn Harrington Graphic Designer

Erinn is a graphic designer with specialties in the print and publishing industry. She started her career in the publishing industry, but soon found herself preferring high end branding work. She has since decided to work with clients in the travel industry. The clients she has worked with include travel-oriented groups such as Jet Blue, Expedia, and the tourism board of Peru. She is also an avid traveler and has spent time in Thailand and Australia. She is currently located in New York City.


Linda Adamo Graphic Designer

One of the founders of Ascend Inc., has traveled since she was one year old and speaks three languages. She brings to the firm an extensive experience in travel photography, international museum marketing, University branding and other international cultural institutions. Her design capabilities span from early concept sketches to detailed developed drawings. She has a decisive approach to project management from scheduling and budgeting to making new client contacts.


Ascend Client List


Ascend Inc. Hospitality

Accor

Accor Asia

Affinia Hospitality

Banyan Tree Hotels & Resorts

Carlson Hotels Asia Pacific

CBT Ltd

CTF Hotels & Resorts

Concierge Unlimited International

Crown Isle Resort and Golf Community

Delaware North Companies, Inc.

Destination Hotels & Resorts§

Dorchester Collection

Edge-Star Partners

Emirates Palace

Ginn Resorts

Golden Tulip Hospitality Group

Grupo Pestana

JC Resorts

JHM Hotels

Kiwi Collection

Kohler Company§

The Kor Group

Langham Hotels International

Larkspur Hospitality

Leonardo Hotels Europe

Macao Studio City

Maybourne Hotel Group

Möevenpick Tower & Suites

Panasonic Professional Display Company

Pan Pacific Serviced Suites

PCH Hotels & Resorts

Peninsula Hotel Group

Rotana Hotels Management Corporation

Serena Hotels

Shangri-La Hotels & Resorts

Sivathorn Co., Ltd

Sunstone Hotels

Swire Properties Limited

Taj Group of Hotels

The Rocco Forte Collection

Thistle Johor Bahru

Tropicana Casino & Resort

Vanguard Hotels

White Lodging


Ascend Inc. Airlines

Southwest Airlines

Air Canada

Alaska Airlines

American Airlines



Ascend Inc. Cruise Lines

AIDA Cruises

American Cruise Lines

Classic International Cruises

Cruise West

Norwegian Cruise Line



Ascend Inc. Travel Agency

A Cruiseshipcenter Travel

Agency Adventures 2002

All Points Travel

Bon Voyage Travel Service

Classic Vacations

Pacific Rim Travel

Taking Time Vacations

Travel Wizard

Monday, November 30, 2009