Annotate the client brief
Client card
Audience, purpose, required message, tone words and constraints are markedEstablish the brand system
How can visual decisions make one message recognizable before a logo is explained?
70-minute route
Hook · decode · mechanism · demonstration · guided work · checkpoint · exit
Opening task
Run a five-second gallery test, then repair the weak flyer without changing a single word.
Silent first
Students commit to one observation before discussion.
Annotate the client brief
Create two composition thumbnails
Repair the weak flyer
Build the four-colour system
Assign two type roles
Learning focus
Client brief, audience, hierarchy, alignment, proximity, contrast, accessible colour, type roles, repetition and wordmark construction.
- Explain the key idea accurately
- Apply it in today's build or inquiry
- Save evidence at the checkpoint
Annotate the client brief
Create two composition thumbnails
Repair the weak flyer
Build the four-colour system
Assign two type roles
How it actually works
A brand is a repeatable communication system. Hierarchy orders attention; alignment and proximity create relationships; palette and typography establish a consistent voice.
Annotate the client brief
Create two composition thumbnails
Repair the weak flyer
Build the four-colour system
Assign two type roles
Demonstration · first moves
Create two composition thumbnails
Paper or template
Two distinct reading paths show headline, image and action zonesRepair the weak flyer
Design decision laboratory
Headline, detail and action read in a deliberate orderGuided work · next moves
Build the four-colour system
Shape layers plus contrast tester
Background, Text, Accent and Support colours have named jobsAssign two type roles
Character panel
Display and text roles contrast without competingConstruct the wordmark
Editable type plus one shape
Simple original mark remains readable small and one-colourSupport and extension
Support
Use the supplied grid, one pre-tested palette and one recommended system-font pairing.
Extension
Create a second valid style direction for the same client and compare the audience effect.
Checkpoint and exit
Checkpoint
Annotated brief, two thumbnails and an editable style tile are complete; every colour and type role can be explained using the audience.
Exit question
Which decision is doing the most communication work, and what evidence supports that claim?