文档介绍：Creative Concept Checklist
Interactive Creative Team
to
Producer
This checklist is used to help Creatives stay focused on the marketing concept they must apply to the project. We don’t want to creative visuals or copy that is not relevant to the Client’s needs.
Account Manager:
Interactive Management Team:
Client:
Client Proposed Deadline:
From the producer, get all media visuals such as print ads, TVC, mercials, brochures
List what visual and emotional elements of their brand appear in this existing media
Prioritize the list of elements (around 5 if possible, shouldn’t be more than this)
Analyze the top priorities for their interactive potential (graphics that could be animated, sounds from the TVC that could be used as button clicks or background sounds)
From the producer, get the list of top level sections they would like to have (this basically defines the fundamental scope of your navigation; and most often helps to define the initial site structure)
Write down a guide of the site from the user’s point of view, track the same steps that a user would take, be sure and make your guide as efficient as possible
Write up the Interactive Creative Concept which includes (see next page):
The initial site map based on the original functionality brief
The path(s) that users most often will engage in
The fundamental look and feel based on the visuals provided and vi