Type written creative rationale - posted to your course website as a pulldown linke "Creative rationale" under "Marketing Campaign"

  1. At the top of the page, type "Brand marketing campaing for "your product's ame and positioning line"

  2. Keep your writing to the point – one page maximum. 

  3. Start by explaining the overall concept of your design – what is it, who is it for (audience) and in what context will it be used?
    Then go into details, giving reasons for the design decisions that you’ve made.

  4. Remember – it’s a rationale (requiring the reasons or logic behind your decisions), not a description.
    Don’t just say what you’ve done – explain why you’ve done it, referring back to the creative brief, the audience, your research, and the information that is to be communicated.

  5. Don’t admit to arbitrary decision-making or say that you used a particular colour/font/technique just because you like it.
    Every choice you’ve made should be relevant to the brief. What effect does the colour/font/technique have?
    What does it communicate? If it’s not relevant, don’t mention it.

  6. Don’t pass judgment on your own work, whether positive or negative. It’s necessary to say why and how it satisfies the brief, but nobody wants to read: “this solution is amazing” (we’ll make up our own minds, thanks)

  7. Aim for clarity and readability in the design and typography. Use headings (and sub-headings if necessary) and split your writing into paragraphs.

  8. Grammar and spell check before you post your creative rationale.