YCN / / Collaborative brief analysis

A collaborative insight into selected briefs of YCN.  Two we would like to work with and a third we wouldn't.  We then chose the brief we will we working on.

We needed to establish how 'open' / 'badly written' the brief was.  We needed to understand what Fedrigoni are asking of us and why.

The next stage is to research into this brand.  I already know what GFSmith are in the same game as Fedrigoni, and that GFSmith are  going from strength to strength in the design sector- perhaps they want something slightly more contemporary and successful with designers.  

Today I have learned cynicism when analysing a brief is a must.  You can't look at these briefs from the point of view that the companies want to give us students a fair go against big agencies.  There is usually a reason that they appear in this context.