ART 418 05: The Process So Far

Wednesday, September 9, 2026 · Lecture

Where the process stands, and what a brief is for: a brief exists to make the work better than it would be without one, and it fails without a target. Your three audiences are due today, turned in on Blackboard.

Read before this class

- Brown, Practical Design Discovery. the rest of chapter 2, Frame the Problem: the sections on problem statements and project objectives, 10 pp. Taught Sep 2; read it now that you have heard it. - Hall, Just Enough Research. chapter 6, Competitive Research, and chapter 9, Quantitative Research: 14 pp. in all. The two hardest lines of the audience form, what they use today instead and what that costs them, come from these. - Davis, Creative Strategy and the Business of Design. chapter 10, the eleven questions a creative brief should answer, 12 pp. Read it as a form: it is the one you fill in on Sep 30.

Due

- The audience.

Assigned today

- The problem statement, due Monday, September 14, 2026. - The pitch, recorded, due Monday, September 21, 2026. - Reading for Pitch Studio: the recording, read by Wednesday, September 16, 2026.

Materials

- [The slides](/lecture/art418-s5.html). The Process So Far, then Davis, Brown and Hall, then five real creative briefs and the course template built from them. 44 slides. - [The slides as a PDF](/lecture/art418-s5.pdf). The same deck to keep. - [The creative brief](/practice/creative-brief). The document you drafted last week. Section 15, the deliverables, the dated milestones and the budget, is your next-steps slide already written. - [The pitch: the fill-in form](/practice/pitch-deck). The ten slides in Brown's five sections, with the next-steps worksheet behind them. - [The audience: the fill-in form](/course/business-of-design/handout/form-audience). Due today. Blank on top, filled in underneath. - [The problem statement: the fill-in form](/course/business-of-design/handout/form-problem-statement). Due Sep 14. Export yours as a PDF for Blackboard. - [Templates for framing, audience, and the brief](/course/business-of-design/handout/templates). The authors' own templates and worked examples.

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Class 05 of 28, ART 418, The Business of Design, Charleston Southern University, Fall 2026.