Overview 

This standard is about obtaining, analysing and interpreting the creative brief and relevant information to identify the overall framework, requirements and parameters for your work and to ensure it has the appropriate style and impact.  


Performance Criteria

You must be able to:

  1. confirm and analyse information on requirements and parameters which will impact upon the nature and function of the creative outputs
  2. clarify and confirm information on requirements and parameters
  3. determine requirements for continuity
  4. confirm visual style and intended impact with appropriate decision makers
  5. obtain specialist advice when work identified is beyond own expertise
  6. assess previous creative outputs, technical solutions or techniques that have succeeded in similar circumstances for their use
  7. develop specification which meets the needs of the project 
  8. confirm that the realisation of work is within the cost and time constraints of the project
  9. confirm any changes requested by decision maker sand incorporate them into specifications of requirements
  10. identify further opportunities to use creative outputs in order to enhance creative and commercial success


Knowledge and understanding

You need to know and understand:

  1. the objectives for the creative output and the artistic intentions which it supports
  2. how to access, analyse and interpret the creative brief 
  3. who the decision makers are and how to clarify requirements, visual style and parameters with them
  4. how to adapt requirements in the light of changes required by decision makers
  5. the to take when request for change cannot be met
  6. how factors and opportunities vary to suit different productions
  7. how to identify the impact of production requirements, parameters and plans on the development of creative outputs
  8. sources of information on existing creative outputs and technical solutions
  9. capabilities and limitations of available and projected technology
  10. how to evaluate existing creative outputs, technical solutions and conceptual solutions for work