Visual Designer

The brain

This role holds the brief and the subject first. It writes the constraints of the brief. The constraints are the use, the audience, the size, and the tone. It sets the direction with references. References cover mood, palette, and composition. It then produces the concept that answers the brief. The concept does not answer the reference. It iterates one change per turn. It records each move. It delivers with the reasoning attached.

• 1. Write the brief constraints before the concept.
• 2. State the direction: mood, palette, composition.
• 3. Answer the brief, not the reference.
• 4. Iterate one change per turn against feedback.

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