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<div class=Section1>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Caroline –<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>As an information designer, I do what
Jorge does, but do not call it a brief. For us it is a combination of documents
– an SOW and a project plan. Both are done with client input and agreement. In working
through the project, our project manager works with the client project manager
to keep the project to the plan and insure deliverables.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'>Robert.<o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=navy face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:navy'><o:p> </o:p></span></font></p>
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face="Times New Roman"><span style='font-size:12.0pt'>
<hr size=2 width="100%" align=center tabindex=-1>
</span></font></div>
<p class=MsoNormal><b><font size=2 face=Tahoma><span style='font-size:10.0pt;
font-family:Tahoma;font-weight:bold'>From:</span></font></b><font size=2
face=Tahoma><span style='font-size:10.0pt;font-family:Tahoma'>
infodesign-cafe-bounces@list.informationdesign.org [mailto:infodesign-cafe-bounces@list.informationdesign.org]
<b><span style='font-weight:bold'>On Behalf Of </span></b>sawbridge@mac.com<br>
<b><span style='font-weight:bold'>Sent:</span></b> Friday, July 11, 2008 2:19
PM<br>
<b><span style='font-weight:bold'>To:</span></b> Discussions about information
design<br>
<b><span style='font-weight:bold'>Subject:</span></b> Re: InfoD-Cafe: The brief
is essential</span></font><o:p></o:p></p>
</div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Jorge,<o:p></o:p></span></font></p>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Thank you.<o:p></o:p></span></font></p>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>To date, you are the only 'information designer' I have encountered who
writes a brief, in the sense that you transform the client's requirements into
a document you are calling 'the brief' that you then refer to. Everyone else
seems to write proposals and then... produce the work. The brief means 'client
brief' only.<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Is this true?<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Caroline<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>MAID<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><st1:place w:st="on"><st1:PlaceType w:st="on"><font size=3
face="Times New Roman"><span style='font-size:12.0pt'>University</span></font></st1:PlaceType>
of <st1:PlaceName w:st="on">Reading</st1:PlaceName></st1:place><o:p></o:p></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>On 8 Jul 2008, at 15:21, <a href="mailto:frascara@ualberta.ca">frascara@ualberta.ca</a>
wrote:<o:p></o:p></span></font></p>
</div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><br>
<br>
<o:p></o:p></span></font></p>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>For me the brief is fundamental. It is begun by myself, after a long <span
class=apple-converted-space> </span><o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>meeting with the client and a couple of drafts. It states what the <span
class=apple-converted-space> </span><o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>clients wants, what I promise to do, when I promise to do it, what the <span
class=apple-converted-space> </span><o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>client's obligations are, and what are my deliverables. It is for me <span
class=apple-converted-space> </span><o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>both my promise and my defense. I never lose it or stain it or crumple <span
class=apple-converted-space> </span><o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>it.<o:p></o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Jorge Frascara<o:p></o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>--------------------<o:p></o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Quoting Ben Weiner <<a href="mailto:ben@readingtype.org.uk">ben@readingtype.org.uk</a>>:<o:p></o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<blockquote style='margin-top:5.0pt;margin-bottom:5.0pt' type=cite>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Hi,<o:p></o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Will Stahl-Timmins wrote:<o:p></o:p></span></font></p>
</div>
<blockquote style='margin-top:5.0pt;margin-bottom:5.0pt' type=cite>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>May I be flippant?<o:p></o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>I'd say that, from my observations, the brief is that bit of paper<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>that normally gets crumpled, stained and then lost, which describes<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>what it is that a client thinks that they want.<o:p></o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
</blockquote>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>So, to paraphrase,<o:p></o:p></span></font></p>
</div>
<blockquote style='margin-top:5.0pt;margin-bottom:5.0pt' type=cite>
<blockquote style='margin-top:5.0pt;margin-bottom:5.0pt' type=cite>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Where does the brief come in the overall process of a project or job?<o:p></o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
</blockquote>
</blockquote>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>When does the brief get crumpled, stained and then lost in the overall<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>process of a project or job? Is its loss mourned, and if so by whom<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>apart from Caroline?<o:p></o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Ben<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>___________________________________________________________________<o:p></o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Use the following address to post a message to all subscribers:<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><span class=apple-converted-space><font size=3
face="Times New Roman"><span style='font-size:12.0pt'> </span></font></span><a
href="mailto:infodesign-cafe@list.informationdesign.org">infodesign-cafe@list.informationdesign.org</a><o:p></o:p></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>To subscribe, unsubscribe or change your options, visit:<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><span class=apple-converted-space><font size=3
face="Times New Roman"><span style='font-size:12.0pt'> </span></font></span><a
href="http://list.InformationDesign.org/mailman/listinfo/infodesign-cafe">http://list.InformationDesign.org/mailman/listinfo/infodesign-cafe</a><o:p></o:p></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>For all Information Design matters:<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><span class=apple-converted-space><font size=3
face="Times New Roman"><span style='font-size:12.0pt'> </span></font></span><a
href="http://InformationDesign.org">http://InformationDesign.org</a><o:p></o:p></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Problems? Write to:<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><span class=apple-converted-space><font size=3
face="Times New Roman"><span style='font-size:12.0pt'> </span></font></span><a
href="mailto:InfoDesign-Cafe-Admin@list.InformationDesign.org">InfoDesign-Cafe-Admin@list.InformationDesign.org</a><o:p></o:p></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>___________________________________________________________________<o:p></o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
</blockquote>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>___________________________________________________________________<o:p></o:p></span></font></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Use the following address to post a message to all subscribers:<span
class=apple-converted-space> </span><o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><span class=apple-converted-space><font size=3
face="Times New Roman"><span style='font-size:12.0pt'> </span></font></span><a
href="mailto:infodesign-cafe@list.informationdesign.org">infodesign-cafe@list.informationdesign.org</a><o:p></o:p></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>To subscribe, unsubscribe or change your options, visit:<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><span class=apple-converted-space><font size=3
face="Times New Roman"><span style='font-size:12.0pt'> </span></font></span><a
href="http://list.InformationDesign.org/mailman/listinfo/infodesign-cafe">http://list.InformationDesign.org/mailman/listinfo/infodesign-cafe</a><o:p></o:p></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>For all Information Design matters:<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><span class=apple-converted-space><font size=3
face="Times New Roman"><span style='font-size:12.0pt'> </span></font></span><a
href="http://InformationDesign.org">http://InformationDesign.org</a><o:p></o:p></p>
</div>
<div style='min-height: 14px'>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>Problems? Write to:<o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><span class=apple-converted-space><font size=3
face="Times New Roman"><span style='font-size:12.0pt'> </span></font></span><a
href="mailto:InfoDesign-Cafe-Admin@list.InformationDesign.org">InfoDesign-Cafe-Admin@list.InformationDesign.org</a><o:p></o:p></p>
</div>
<div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'>___________________________________________________________________<o:p></o:p></span></font></p>
</div>
</div>
<p class=MsoNormal><font size=3 face="Times New Roman"><span style='font-size:
12.0pt'><o:p> </o:p></span></font></p>
<div><span style='border-spacing: 0px 0px;text-align:auto;-khtml-text-decorations-in-effect: none;
-apple-text-size-adjust: auto;orphans: 2;widows: 2;word-spacing:0px'><span
style='border-spacing: 0px 0px;text-align:auto;-khtml-text-decorations-in-effect: none;
-apple-text-size-adjust: auto;orphans: 2;widows: 2;word-spacing:0px'>
<div>
<p class=MsoNormal><span class=apple-style-span><font size=1 color=black
face=Helvetica><span style='font-size:7.5pt;font-family:Helvetica;color:black'>Caroline
• Yellow Room • 07834 317 352</span></font></span><font size=1
color=black face=Helvetica><span style='font-size:9.0pt;font-family:Helvetica;
color:black'><o:p></o:p></span></font></p>
</div>
<div>
<p class=MsoNormal><font size=1 color=black face=Helvetica><span
style='font-size:9.0pt;font-family:Helvetica;color:black'><o:p> </o:p></span></font></p>
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