#yvesbehar

Letterforms made from Yves Béhar icon set

An eminent question of which the answer, from my perspective, mostly gets insufficient attention in the mess of day-to-day routine. Too often briefings are seen as a kind of administrative mandatory starting point. I think a brief should never be a to do list like thing which has to be completed as fast as possible. We should appreciate the briefing as a chance to do great stuff.

So, this post is here to remind us of the unique chance which lies in every brief. I mean, in every brief!

I´ve recently again stumbled upon this inspiring twenty-seven-minute film from Bassett & Partners called “Briefly”. It gives some good descriptions of what a brief is and gives insight into how it´s used to come up with exceptional creative results.

For this Frank Gehry (Founder Gehry Partner), Yves Béhar (CEO fuseproject), Maira Kalman (Illustrator), John C Jay (President @ GX, Partner @ Wieden + Kennedy), David Rockwell (CEO Rockwell Group), and John Boiler (CEO 72andSunny) were interviewed.

I especially loved the case of the Nike 1996 Olympic games brief put into just one sentence: sport is war minus the killing. But see yourself.

Some more highlights:

“The most important thing about the creative brief would be that it has to inspire the people who are given the task of solving the problem.” John C Jay

 “Simplicity is everything. The more concise and the sharper the point of view is – as to what is the problem – the better the work will be.” John C Jay

“I put the duality in the brief which is a deadline and a dream.” Maira Kalman

 “Those ideas (referring to the Cosmopolitan of Las Vegas project – ed. note) would not have come about without a brief that had limitations and an invitation.” David Rockwell

Yves Behar is a superstar 

Pitchi Kitchi Presentation - 10.03.2016

Y is for Yves Behar,  Who is a swiss designer,  Fuse Project is his firm,  And he looks good with a perm,  Yves Behar ain’t a looser, His main passion for design is for the user

V is for Vibrator, All your needs does it cater, Users can take it in their showers, On one charge it can last seven hours

E is for Eydn Garden sensor, Designed to eliminate gardening unknowns, By communicating data to an app on your phones

S is for learning shoe, Designed just for you, It collects data about your feet, So all your design needs it can meet

B is for boxers, This product reduces packaging waste, Put through the wash and the packaging is gone without a trace

E is for eyes, These specs can change in shape and size, Adaptable to the users style, They can be redesigned after a while

H is for health care,  If the doctor is away, By testing you this app can say, What is wrong with your and what you should do

A is for Avo, A phone inspired by an Avacado, Making the product organic, Yves believes technology should be evolving rather then static

R is for rolling,  Scoot is designed for the commuters, It’s compact and sleek design, Allows the users to get to work on time