Rule #1 – Read the brief, then make sure you answer it.

As told by Steve Owen, Design Director at Figtree.

'Last week I had the pleasure of being foreman of the jury for the Open Graphics category of this years D&AD Student Awards. Judged alongside the professional awards, they are there to identify the industry's hot, emerging creative talent. And that it did.

During the day we came across some great pieces of work and our winner and finalists were well worthy of the recognition. However, what surprised me most was not the overall bombardment of amazing ideas but the inability of so many to answer the brief. Don't get me wrong, I remember being a student and how much I've learned since I graduated, but the ability to analyse the problem and solve it in an original and compelling way is the fundamental building block for great graphic design.

In my view colleges – and in particular tutors – need to really knuckle down and insist on this as a prerequisite to any project.

After all, a great idea is just an idea unless the client buys it. '

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