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Glossary - Writing a Brief



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Evaluation and writing objectives

A process that critically examines a project. It involves collecting and analysing information about a project’s activities, characteristics, and outcomes. Its purpose is to make judgments about a project, to improve its effectiveness, and/or to inform decisions.

Copywriting and developing messaging

Writing copy for the purpose of advertising or other forms of marketing. It is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.

Creation of visual or campaign guidelines

A visual identity culminates in the development of a brand style guide which provides consistent instructions on how the brand should be visually represented at all times and in any situation.

Graphic Design for print and digital

An example of this is creating new campaigns. Offers a creative approach to a brief that involves creative thinking and insight to inform the visual outputs.


The creation of digital drawings for static use or within animations. These can be used to visually represent information, scenes and tell stories.


A collection of imagery, charts, and minimal text that gives an easy-to-understand overview of a topic. infographics use striking, engaging visuals to communicate information quickly and clearly.

Digital Advertising (Google Display Network - GIFs)

Static images that loop to show different message/images.

Digital Advertising (Google Display Network - HTML5)

Animated digital ads using HTML5 for a more fluid style. Will cost more than GIFs.

High-production video/filming (e.g. campaign and hero videos)

Includes creative thinking, strategy, insight, concepts, ideas mixed with high production value of many crew members and advanced editing and motion skills.

Storytelling videos

Video storytelling guides viewers through relatable narrative-based content that ignites an emotional connection, and presents a satisfying solution. Viewers get pulled into what’s happening due to a combination of factors, ranging from camera angles to the soundtrack, the characters and the emotion of the story itself. Video storytelling is much more than a sales pitch, as it focuses on a story rather than a product. It is immersive and powerful, and very effective in driving engagement.

Case study videos

Similar to storytelling videos, a case study video is a piece of persuasive content that is used to illustrate the value of a product or service, through the telling of real success story. It's a testimonial video that adds authenticity to your marketing efforts. An example for this at the University would be a student who has succeeded due to a scheme, programme or initiative.

Informational videos

Informational videos have clear goals that are explained. Video scripts often need to specify shots and may be combined with graphics. Often the information is presented by a narrator either on camera or voice over, or both.

Documentary videos

Documentaries deal exclusively with facts and real-life events. The main purpose of a documentary is to inform and educate.

Basic 2D motion graphics

An example of this is Kinetic text (text that moves in some way or basic graphic animation such as moving shapes.) Often used over shot footage.

Advanced 2D motion graphics

An example of this is character animation, or info-graphics that have many moving parts that require a lot of skill and time.

3D animation

3D animation uses motion to bring objects to life in a three-dimensional environment. The process uses state-of-the-art design software to transform drawings, pictures and graphics into 3D objects you can rotate and move – just like in real life. It is very time intensive and generally costs a lot more than 2D animation.

Video coverage of events, lectures etc

An example of this at the University would be hiring a crew (or even one person) to film a conference. There could be interviews with attendees of speakers and coverage of the live events. Then edited for different purposes such as a long form video to be hosted on YouTube or website, and short edits to be posted on social media platforms.

Video editing from captured or existing footage

For example if you have video already captured by a film crew as part of an existing project, or you have filmed something yourself and require it to be professionally edited to meet the standards of the University.

Video interview / talking head(s)

A common video interview style featuring a person speaking directly to the camera, typically filmed from the waist up. The video format often features the individual speaking about a specific topic or delivering information in an instructional or informative manner. The subject may speak directly to the camera for it to feel more direct, or to an interviewer who is off-camera for it to feel less direct. This style of video can provide a more personal and intimate feel and is an effective way to communicate and connect directly with your audience(s).