Week Six: Brief and Strategy

Updated: Dec 10, 2021

This week's lecture was in the form of interviews with:

  • Torsten Posselt (FELD)

  • Matthew Jones and Michelle Dona (Accept and Proceed)

  • Wouter Dirks (Studio Dumbar)

  • Stijn van de Ven (Eden Spiekermann)

  • Luke Veerman (Eden Spiekermann)

How do you develop a strategy and project plan for a client/audience in a continually evolving global market?


  • Identify a structure.

  • How do you approach a client?

  • How do you come up with the brief?

  • Meet people in person.

  • Communicate.

"A designer's work is not so much about shapes, colours, programming; it is much more about communication."

-Torsten Posselt

  • Ask questions.

  • Clarification is crucial.

MJ + MD:

  • Things are changing continuously, and you have to be aware of that.

  • Reach out to your audience.

  • Seak to people.

  • You need audience insight before moving into any design.


  • Start every project by doing research.

  • Try to create a complete view of the market.


  • Based on what you already do.


  • Be aware of what's happening globally and outside of your specific industry.

  • Be aware of who is going to use it and tailor research around that information.

  • Get different perspectives.

Creating the perfect design brief

  • Good design management understands an organisations personality and communicates its attributes.

  • Design management is design leadership.

  1. Value proposition.

  2. Vision.

  3. Mission.

  4. Goals.

  5. Strategies.

  • The only way to measure design is to measure whether the design solution met the business objectives.

  • Objectives should be clearly outlined in the design brief.

  • Design must not only be great but must solve a problem.

  • Design solutions must be tested with the target audience.

Personal Obstacles

  • Fear of failing

  • Motivation

  • Lack of experience

  • Language

  • Procrastination

Environmental Obstacles

  • Time

  • Budget

  • Language

Glug London: Katee Hui

How can creative thinking help solve problems within the community and further afield?

  • There is always a solution to a problem.

  • Do research.

  • Identify a solution.

  • Use and create stories.

  1. Anyone can solve a problem they see.

  2. Be resourceful; don't worry about having a lack of resources.

  3. Collaborate always.

Image: Hackney Laces

Workshop Challenge

"As of the year 2017, about 1.5 million people in Taiwan experience some form of depression. Much like many other Asian populations, mental health issues within groups ranging from young children to prisoners to middle-aged adults heavily afflict Taiwan. With conflicts related to school bullying, family, structure and support, lack of available treatment and workplace violence, deterioration of mental health in Taiwan is something that many Taiwanese people experience. Evidently, mental health is indeed a pressing issue that calls for urgent alleviation."

-The Borgen Project

The issue of mental health in Taiwan often carries a negative connotation and many associate it with shame and self-accusation due to very traditional and Confucian values. However, there are now emerging support groups that allow people to voice their struggles and relieve the burden that they might feel.

-The Borgen Report

Depression has been regarded by the UN World Health Organization as one of the three major diseases of the new century. It lines up with cancer and AIDS to devour people's physical and mental health.

-Taiwan News

According to statistics, the prevalence rate of depression in Taiwan is about 7.3%. In other words, about 1.5 million people in Taiwan suffer from depression at present. This shows that the problem of depression is very serious. However, treatment of depression and other mental illness is not included in the National Health Insurance in Taiwan. A single therapy session can cost about NT$2500-3000.

-Taiwan News

According to a survey conducted last year by the John Tung Foundation (董氏基金), 53.2 percent of respondents feel that mental illness is stigmatized in Taiwan. On the other hand, 62 percent “agree or highly agree” that the stigma is unjustified. The same survey shows that 65.3 percent have no clue about available mental health services.

-Taipei Times

Han Der-yan (韓德彥), assistant professor at Taipei Medical University, says that even in the West, it took many years of educational campaigns before people stopped painting mental issues in a bad light.

-Taipei Times

Image: Volunteer Incentives | Reward Volunteer Prizes | Cabot (rewardvolunteers.coop)

Image: Surfers Against Sewage | Environmental charity tackling plastic pollution (sas.org.uk)

Image: http://divemagazine.co.uk/eco/8997-surfers-against-sewage-water-quality-app

For my Creative Conscious brief, I'm looking at ways to combine wellness with tackling environmental issues. I know from experience the positive impact volunteering can have on mental health. One idea I have at the moment is a scheme in which plastic recycling banks are located near beaches that detect how much plastic you've put in (cleared from the beach). The weight of the plastic is converted into credits via a receipt code that you can then exchange on an online platform for classes including meditation, yoga, Pilates etc. How the plastic is then recycled from those banks will be dependant on the area. I've looked into Billabong, who now make wetsuits from recycled plastic, which would suit a vibrant surf community.


Devise a solution to a problem concerning human health and wellness in my local area to provoke action and generate genuine impact.


I have felt the massive positive effects volunteering can have on mental health; as well as this, many case studies also credit how volunteering can counteract poor mental health as well as stress, anger and anxiety. There's a lot to gain from volunteering, depending on the cause, such as social, physical and general satisfaction from doing good.

The current problem regarding health and wellness in the country I live in, Taiwan, is that mental health isn't talked about as freely compared to the UK. This could be due to the Chinese concept of "face" (aka 面子 or miànzi), which refers to a cultural understanding of respect, honour and social standing. Actions or disrespectful words may cause somebody to "lose face", while gifts, awards and other respect-giving actions may "give face".

Face is about bringing honour to your clan, with the emphasis on the collective. Although this concept is still within Taiwanese culture, it is changing slightly with younger generations. However, older generations will be from a time where the sense of self had become blurred so much that it practically didn't exist. Individualism was seen as immoral. With this in mind, mental health still has a certain degree of stigma attached. My idea for a solution to tackle this problem is to develop a scheme that would also tackle another issue that causes stress, anxiety and depression, plastic pollution. My local beach is a popular spot for young people to hang out at, yet it also attracts a lot of plastic pollution washed up; this is potentially due to currents. The scheme would involve plastic recycling banks near beaches that detect how much plastic you've put in (cleared from the beach). The weight of the plastic is converted into credits via a receipt code that you can then exchange on an online platform for classes including meditation, yoga, pilates etc.

However, the more I thought about this idea, I discovered more issues. Such as, would this attract people in the winter months? Would it create competition? What about people in cities? As well as this, I read an article in the Taipei Times in which Han Der-yan, assistant professor at Taipei Medical University, mentioned that even in the West, it took many years of educational campaigns before people stopped painting mental issues in a bad light. This then made me realise that I hadn't noticed a single campaign regarding mental health in my local area or even a charity shop that we're so used to passing on the high street in the UK. There wasn't any presence of mental health being discussed at all. With this in mind, I felt initiating a campaign, initiating conversation first, would be a step in the right direction.

Image: Women’s support group W.A.R.M. starts in Taipei | Taiwan News | 2017-12-17 11:25:00

“As always, our campaigns feature an element of humour, because the aim is to be uplifting whilst promoting important conversations – whether that be with friends, chatting to a barber, or someone at the other end of the CALM helpline”, says Dave channel director.


Image: TBWA: Sound the Excuse by TBWA | Creative Works | The Drum

The future of work may very well be remote, as our latest research into 10 countries shows. And with mental health concerns remaining paramount, many need something to laugh about – so this is certainly a relevant campaign.



Riso printing is exclusively spot color based. Unlike digital printing, there is no option to print in standard ink colors like CMYK. This means the creative possibilities with color are endless.


All of Riso’s inks are vegetable oil-based.


Riso printing can be an unpredictable print process.


Image: selina christ mental health campaign - Google Search

Image: https://i-d.vice.com/en_uk/article/nenyxq/browns-team-up-with-artist-andy-leek-for-a-campaign-about-messages-of-kindness

Creative Conscience Brief-4
Download PDF • 205KB


This week was difficult in regards to generating ideas. Mental health is a difficult area to approach, especially in a culture that is still new to me and not being able to speak the language is also proving difficult. However, these are the obstacles I knew I'd face and had noted them in my brief. I'm happy with my idea to go with a campaign; however, as Ben and Harriet mentioned, there needed to be something within the campaign that would generate some kind of interaction, which I agreed with.

Writing the brief enabled me to think about the project in more detail. I also sent out a small questionnaire to gauge some initial feedback and response to my idea, which I included in the brief. This helped to initiate some repour with my audience and discover if this was an idea worth pursuing or not.

I also learnt the importance of research this week and just taking stock of what's happening around you. In reflection, my original idea was too ambitious; however, boiled down, it's about getting people active and participating, which I believe is important, valuable and would be incorporated into the campaign somehow.


flex.falmouth.ac.uk. (n.d.). Log in to canvas. [online] Available at: https://flex.falmouth.ac.uk/courses/954/pages/week-6-lecture-brief-and-strategy?module_item_id=56240 [Accessed 27 Oct. 2021].

Glug (2021). Katee Hui. [online] Glug. Available at: https://glugevents.com/watch/2019/katee-hui [Accessed 27 Oct. 2021].

Hackney Laces. (n.d.). Hackney Laces. [online] Available at: https://www.hackneylaces.co.uk/ [Accessed 27 Oct. 2021].

Mike, C. (2017). The Cult of Face in China | What it is and How to Deal with it - China Mike. [online] China Mike. Available at: https://www.china-mike.com/chinese-culture/cult-of-face/[Accessed 30 Oct. 2021].

Surfers Against Sewage. (2018). Surfers Against Sewage | Environmental charity tackling plastic pollution. [online] Available at: https://www.sas.org.uk/ [Accessed 2 Nov. 2021].

Volunteers, R. (n.d.). Reward Volunteers. [online] rewardvolunteers.coop. Available at: https://rewardvolunteers.coop/prizes/ [Accessed 2 Nov. 2021].

The Borgen Project. (2021). Mental Health in Taiwan: Striving for Reformation. [online] Available at: https://borgenproject.org/mental-health-in-taiwan/ [Accessed 2 Nov. 2021].

News, T. (2017). Women’s support group W.A.R.M. starts in Taipei | Taiwan News | 2017-12-17 11:25:00. [online] Taiwan News. Available at: https://www.taiwannews.com.tw/en/news/3322300 [Accessed 9 Nov. 2021].

Keane, L. (2020). 10 mental health marketing campaigns that are making a difference. [online] GWI. Available at: https://blog.gwi.com/marketing/mental-health/ [Accessed 9 Nov. 2021].

The Drum. (n.d.). TBWA: Sound the Excuse by TBWA. [online] Available at: https://www.thedrum.com/creative-works/project/tbwa-sound-the-excuse#&gid=1&pid=1 [Accessed 9 Nov. 2021].

Mar 2, R.F. in P. and 2020 (n.d.). An introduction to Risograph Printing (& how to start your first project). [online] Dribbble. Available at: https://dribbble.com/stories/2020/03/02/intro-to-risograph [Accessed 9 Nov. 2021].

14992815 (n.d.). Creating the perfect design brief how to manage design for strategic advantage peter l phillips. [online] Issuu. Available at: https://issuu.com/samrudhiipalshetkar/docs/creating_the_perfect_design_brief_h [Accessed 13 Nov. 2021].

Nylander, L. (2017). [online] Available at: https://i-d.vice.com/en_uk/article/nenyxq/browns-team-up-with-artist-andy-leek-for-a-campaign-about-messages-of-kindness [Accessed 13 Nov. 2021].

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