guide to producing your annual report - page 8
The Creative Brief
Creating a brief that delivers results involves research and information gathering to fully understand the communications strategy and objectives. Once a clear picture is established it is important to identify:
Proposition (what you want your audience to think and feel about your organisation)Key messagesTone of voiceBrand / design guidelines (or corporate identity guidelines)Structure and navigation of content
| The process |
| Project planning | Key to the success of the project. Establish working group and stakeholders. Meet and agree all elements. | - timelines and key milestones - budget - presentation meetings - roles and responsibilities - content contributors - sources for imagery / graphics - approvals process - external suppliers |
| Creative concepts | Brief creative team. Present high level concepts and key messages. | - front cover / homepage - key pages - graphic styling - pagination plan - select and agree concept route for development |
| Concept development | Apply concepts to all pages of report. Create content (text and imagery). | - design detailing for all pages - copywriting to agreed pagination and word counts - source / create imagery - brief external supplies - present and agree final design dummy of report |
| Production | Process to realise final document in selected media format. | - final sign off for all content - proof readers to check content - create final artwork for report - sign off final artwork - produce report (print or build online environment) - review final proof - publish report - wash-up / review meeting with team |
Annual Reports and Accounts
Corporate Plans
Framework Documents
Corporate Identities
Design
Artwork
Photography
Illustration
Copywriting
Editing
Sub-editing
Printing
New Media
Distribution
Contact
Beverley
at:
Desbrow Thompson Chaffe Ltd.
1-2 Faulkner's Alley
Cowcross Street
LONDON
England
EC1M 6DD
Tel: +44 (0)20 7253 5040
