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Assignment #4: Creative Brief and Style Guide
This assignment will lay the foundation for your team's final project. While small tweaks are okay, it's important to use your creative brief as a reference point. Why? This helps your team avoid scope creep, feature bloat and panic at the end of the semester.
This assignment is due by 11:59 p.m. on October 1, 2015.
- Create one creative brief and style guide per team.
- Must be in .PDF format
- Upload that .PDF to your team's Slack Channel
- Mention @robweir and @emily
- We will 👍 it to let you know we've seen it
Feel free to customize this to your project needs. We are grading you on the extent that your team has thought through design decisions and has a plan to implement. We are not grading you on using a cookie cutter template.
This should not include mockups or layout sketches (that's a separate assignment).
A substantial creative brief covers things like:
- target audience
- tone
- competitor analysis
- design direction
- design personas
A great style guide covers design specifics:
- typography
- color palette
- type sizes
- illustration style
- logo (probably not needed in this project)
We've added an on-going [list]https://github.com/j4502/stewart/wiki/Creative-Brief-&-Style-Guide-Resources) of resources / examples.
Our primary target audience are females who range from lightly active to very active. Their workout activities include yoga and running. We will be heavily targeting 25-40 year olds.
Note: you'll want to include swatches for these.
Primary:
- Cadmium Red, #EA061D
- White, #FFFFFF
- Black, #000000
Secondary:
- Cararra, #F1EEE9
- Firefly, #122937
Typeface Traits
- Strength
- Confidence
- Longevity
- Modern
Headline/Display: Knockout
For headlines, we will use Knockout. We believe this conveys strength and confidence and is legible at large sizes.
Body/Text: Verlag
For body copy, we will use Verlag. We believe this is approachable, friendly and encouraging.
We will primarily use photos in design collateral. We will use design icons with a 1pt stroke. We will rarely use illustrations.
Qualities to not convey:
- Dated
- Lazy
- Aggressive
- Rigid
Primary Competitors
- Nike
- Athleta (Gap)
- Target
What’s working for x company?
What’s not working?
How is lululemon different?
Anna lives in the Chicago (suburbs) and is training for a 5k. She squeezes yoga in when her 2-year-old son is at daycare. She's worked at the same accounting firm as a CPA for 10 years. Last Christmas, her husband got her an iPad Air. For her phone, she recently switched from Android to an iPhone 5S. She enjoys buying products that have long-lasting value.
Danielle recently just quit her job as a Sales Rep. She lives in Norfolk, VA with her labradoodle puppy, Betsy. Danielle is working some college weight gain off and looking for something affordable, but comfortable. She enjoys spin classes, great wine, traveling and catching up with friends. She uses a iPhone 5C and has a Lenovo Thinkpad.
Christina lives in Houston, Texas with her husband and three boys. She's a stay-at-home mom who has been a runner since she joined cross-country in junior high. She's always worked out in old T-shirts and her trusted brand, Asics. Her husband got her a lululemon gift card for her birthday and she's not sure how to spend it…yet. She has an Galaxy Note 5 and shares an Acer computer with her husband.
Sam lives in Boston with her long-term girlfriend. She remains cool under pressure—she's worked as an EMT for the past 3 years. She just got into running (via Couch to 5K) and wants to treat herself for completing her first 5K. She uses a Nexus 6 and wears a Fitbit.