Assignment 3A: Creative Concepts

Points: 20 pts
Due date: Friday, Mar 8 at 11:59 p.m.
Resources: Adobe Photoshop, Adobe Spark, Request for Creative Concept document, Creative Brief Template, a camera and/or phone.
Summary: Respond to the client’s request for a creative concept by completing the necessary research, then develop a creative concept and present it to the client.

Assignment #3 Teams

Assignment #3 Teams – Spring 2019

Request for Creative Concept (.pdf)

Creative Brief – TEMPLATE (.docx)

Concept Copy Sheet TEMPLATE (.docx)


For this assignment, you will work with a partner to develop a creative concept for The SPARK at WSU to increase awareness of the facility and the resources it offers. You will develop original text, photos, and graphics to produce your final concept.

Formatting Guidelines

  • Use the template provided to complete the Creative Brief. Turn in your completed brief as a .docx file or link to a Google document.
  • Mockups of creative concepts should be developed using Adobe InDesign. Image files should be exported as a .pdf or .jpg and imported into the final presentation file.
  • Your electronic display should be formatted as 1920px by 1080px
  • Your poster should be at least 11″x17″, but can be larger
  • Presentations should be created using Adobe Spark or Microsoft Powerpoint. Turn in your presentation either as a link or a single file. Make sure to import your images into your presentation.


WSU Brand Standards

Market Research Resources

Design Thinking Explained

What is Ideation – and How to Prepare for Ideation Sessions (Interaction Design Foundation)

How Pixar Fosters Collective Creativity (Harvard Business Review)


Step 1: Research

Your goals for the research portion are:

  • Understand the Client
  • Understand the Consumer/Customer

Your approach to research can include:

  • Visiting The SPARK website to learn about the facility
  • Visit The SPARK, explore the building, and engage with the staff. Make observations about what you see, what you connect with, and what others are doing.
  • Learn about Active Learning Spaces online
  • Research the interests, activities, and values of college students
  • Ask fellow students about their opinions and observations

Use your research to complete the Client & Problem and Consumer/Customer sections of the Creative Brief.

Step 2: Strategy Development

Your goal for this section is to determine strategic approach our client should take to engage with this consumer or customer. Use the Creative Brief template to organize your work.

You should complete the Strategy and Success Measures & Deadlines sections of the Creative Brief.

Step 3: Ideation

Using your completed Creative Brief as your guide, work with your partner to develop creative concepts for The SPARK. Your assignment is to create two advertisements, but your creative concepts should have a broader scope than what appears in the ads.

If you’re stuck, try using one of the methods described in the articles listed above.

Your goal should be to generate a significant number of ideas, then refine a few of your best ideas.

Step 4: Art Direction and Copy

Now that you have 3-5 ideas you would like to develop further its time to work with your partner to develop them into final concepts.

You do not need to specialize as either a copywriter or an art director. Although, you should keep in mind that for this assignment you can only use photos or artwork that you create or that are included as part of the WSU Brand Standards.

I would also recommend that you don’t jump into InDesign and start creating your ad. Take some time to review the material you have collected, then try drawing or writing first.

You can start with text or an image, but your goal is to develop the four elements for each of your ad concepts:

  1. Image(s)
  2. Headline
  3. Body Copy
  4. Call to action

Use the Creative Brief as the starting point in the process and as a reference as your concepts evolve.

The creative process is non-linear so you can jump around to any of the following:

  • Try sketching with good old fashioned pencil and paper, based on your initial concepts
  • Write out some variations on the possible headlines for each of your concepts
  • If you find yourself getting stuck, try looking at some of your favorite advertisements or even do a Google search on key terms to find inspiration.
  • You can even take a walk, perhaps over to The Spark, for inspiration
  • Maybe try taking some photos with your phone that captures the concept you are developing.
  • Refer back to your creative brief to make sure your concepts are still connected with the strategy you developed.

You should work independently for a while to develop a given concept, then meet with your partner to refine your concept.

As your strongest concept takes shape, work together to make sure you have enough information to turn it into a final advertisement. When you have enough information captured that, if needed, you could turn it over to another team to execute then you know you’re ready to produce your final ad.

Step 5: Production and Implementation

If your advertisement requires original photos, you should allow time to capture them. If this will require a location shoot at The SPARK, or to have a friend help you out, make sure to plan accordingly. When you are shooting for your advertisement, make sure to reference the concept sketches.

Once your designs are complete, export your finished design as a .pdf or a .jpg.

When you have the visual assets required, place the two required pieces, the electronic display and the poster, into a Word document.

Step 6: Presentation

Now, you’re ready to design your Creative Concept Pitch!

Turn it in

  1. Review your document layout and formatting – look for consistency in style (bold, ital, underline, spacing) and that your sections are clearly labeled
  2. Proofread and check grammar, sentence structure, and punctuation
  3. Log in to the 381 Blackboard, go to the Assignment Dropboxes section, and locate Assignment 3: Advertisement Design
  4. Under the Assignment Submission section, select Browse my Computer, and locate your final document file on your computer
  5. Select Submit

Grading Criteria

Your main goal with this task is accuracy and completion. Using elements of the standard Concept Development & Creativity rubric – you will be graded on content, completion, and conventions. Your instructor is looking for the following criteria:

  • Design & Planning: The concept is well designed, planned, and executed. It demonstrates a cohesive solution.
  • Audience: Concept shows evidence of consistent attention to audience and purpose.
  • Graphics and Media: Photos, icons, and other artwork are used creatively and work together thematically.
  • Content and Messaging: Content is creatively written and cleverly presented. Message platform is evident throughout.
  • Convention: Grammar, spelling, punctuation, and capitalization are correct. No errors in the text.
  • Resource Documentation: Student(s) demonstrate evidence of documentation throughout digital assets where possible including giving credit to any websites, photos articles, blogs or other resources used.

Featured Image: The SPARK Building, WSU