Module 3
Working From A Project Brief
The project brief is the set of limitations that you have for any creative project. Depending on its complexity, these briefs can give you everything from data and research, target audience, design guides, do’s and don’ts, words to use and not use, suggested imagery, among others.
For this project of Copywriting The Self, you are free to decide on what the design will look like. But you need to make sure that it complements, and works with, your copy.
In putting together your About Page, you will have to choose among the options below. Each one specifies a specific target audience, suggestions for language and tone, and gives you a question to get to your value proposition (See our Introduction to Copywriting recorded class lecture in the FG Group Page).
You must choose one of these four options.
Option 1
Target audience: non-government or government organizations looking to hire freelance graphic designers for data-driven content, i.e., statistics, scientific information, etc., information dissemination, and advocacy content.
Language and tone: Professional but not advertising or corporate. Focus on a voice that highlights a sense of designing in the service of others (please do not use that cliche, haha).
Question for value proposition: What would the organization gain by hiring you?
Option 2
Target audience: Peer collaborators for your creative work (not necessarily limited to design). This can be music, or art, or writing, or photography.
Language and tone: Vernacular. Comfortable. You can choose the tone and language that you think would get you the collaborators that you want or need.
Question for value proposition: What would make you the best person to collaborate with? What kinds of projects do you look forward to?
Option 3
Target audience: Media and journalism organizations looking for new hires for their online platforms.
Language and tone: Professional, serious, objective. You need to show yourself to be credible and reliable, which are key characteristics for media workers.
Question for value proposition: Why would a multimedia graduate be an asset for a media organization at a time like the present?
Option 4
Target audience: Niche lifestyle brands looking for collaborators for marketing its products. (Products can include everything from cars to make-up and beauty products, fashion and sports, leisure, and wellness.)
Language and tone: It depends on the niche lifestyle brand that you are catering to. If you are gunning for, say, make-up brands to hire you, you’d need to take on the tone that you think might work for these brands. If you are looking to be hired by a fashion house, the same is true.
Question for value proposition: What kind of “new” work as a multimedia artist and designer could you bring to the specific niche brand you are targeting?
Please note that you are working from the first two modules, as you sit down and execute this About Page. You are submitting a copy with the following:
- A headline (this is the first thing we see on your page; this can be a title or a slogan).
- A five- to eight-sentence About Text.
- A design of this About Page along with a page or two of the work that you think goes with this copy.
Please note as well that you are not required to make new work. If there is a specific kind of website that you want to work on that doesn’t quite fit into the four options above, just send me an email and we can talk about it. Good luck!
Click here to go back to the Course Outline for the provisional deadline and supplementary materials. ***
