After my kickoff mentor meeting with Arndt Klos (creative director at Vigilantes), I got to work on expanding my project idea into a brief. I met with my client and we explored what they do, their ambitions, and what kind of collateral they were envisioning would come out of this project. They expressed that they felt some branding would be effective to differentiate their division (the Maternal fetal Medicine Clinic) from the rest of BC Women’s hospital. One of their principal aims as a group is to provide education on fetal heart disease for sonographers across BC and the Yukon, and prevent related complications.
When writing the brief, I identified two principal target markets: Sonographers / Care providers, and MFM clinic patients. The branding and marketing-heavy materials were to be geared mostly to patients, while I would develop an online learning platform filled with resources for care providers. The client expressed a want for SWAG items to give away at conferences and education sessions, so I determined I would gear those towards care providers as well since they would be in attendance at these events.
Arndt and I looked over the brief and he sent me some of Vigilantes’ past client briefs to give me an idea of what would be really important to include. He suggested I keep the brief limited to goals, a timeline and deliverables, and put research and additional information in a background document. He also wrote some comments on my document to direct me.
After finishing the brief, I dove into research and got to interview two sonographers with fetal heart disease backgrounds, one of which works at the MFM and the other who has spearheaded a similar project in Manitoba. From these interviews and research I gathered online, I was able to construct a target market empathy map and a user persona to help me build my brand and website.
10/10 – Research was a big part of making this project work and I think I nailed it!