ART 418 09: Process: Definition

Wednesday, September 23, 2026 · Lecture

Definition: the frameworks a brand uses to define itself and speak to its audience, used now to test the strategy you just pitched before it becomes a brief. Then what a product requirements document is, the product team's companion to the creative brief, introduced as a concept. Notes on the recordings come back in writing; anyone sent back re-records by Monday, September 28, at 1:30.

Read before this class

- Davis, Creative Strategy and the Business of Design. chapters 5 and 6, ending with the Creative Strategy Framework, 24 pp.

Assigned today

- Reading for Brand: Storytelling, read by Monday, September 28, 2026.

Materials

- [The lecture slides](/lecture/art418-s9.html). Features, benefits and values (Davis ch. 5), then the Creative Strategy Framework (Davis ch. 6), worked once on the invented company from the pitch demonstration, with the two in-class exercises. - [The lecture slides as a PDF](/lecture/art418-s9.pdf). The same deck, one slide per page. - [The creative brief template](/practice/creative-brief). Where today's framework goes on September 30.

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Class 09 of 28, ART 418, The Business of Design, Charleston Southern University, Fall 2026.