Creative Concept Checklist Interactive Creative Team to Producer This checklist is used to help Creatives stay focused on the marketing concept they must apply to the project. We don’t want to creative visuals or copy that is not relevant to the Client’s needs. Account Manager: Interactive Management Team: Client: Client Proposed Deadline: q From the producer, get all media visuals such as print ads, TVC, radio commercials, brochures q List what visual and emotional elements of their brand appear in this existing media q Prioritize the list of elements (around 5 if possible, shouldn’t be more than this) q Analyze the top priorities for their interactive potential (graphics that could be animated, sounds from the TVC that could be used as button clicks or background sounds) q From the producer, get the list of top level sections they would like to have (this basically defines the fundamental scope of your navigation; and most often helps to define the initial site structure) q Write down a guide of the site from the user’s point of view, track the same steps that a user would take, be sure and make your guide as efficient as possible q Write up the Interactive Creative Concept which includes (see next page): q The initial site map based on the original functionality brief q The path(s) that users most often will engage in q The fundamental look and feel based on the visuals provided and visuals to be added q The fundamental interactivity (where to click, how to click, where do you go after you click) q Deliver Creative Concept to Producer q Producer will seek approval from Client, after approval move to the next step below q Prepare given materials for initial production (scan, record, edit content) q Create initial visuals in web page (or color print) format based on all the information above q Deliver initial visuals to Producer Instructions from Client for Visuals (what are the restrictions that the client places on existing brand visuals; i.e. company colors, company sounds, company fonts): Based on the site map and functionality elements, what are the path(s) that users most often will engage in: In a brief description, what is the fundamental look and feel of the site based on the visuals provided and visuals to be added: In a brief description, what kind of fundamental interactivity (where to click, how to click, what happens when you click, where do you go after you click) will be available on the site:
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