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Legend: RUP Notation
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Artifact: Creative Concept

The Creative Concept offers a communicative vision for the application or website, approached from the standpoint of visual design and user experience analysis. By articulating key messages and the visual and audible mechanisms to convey those messages, the Creative Concept defines inspired solutions to strategic and tactical problems.

More detail: Purpose - Audience - Template

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Information ArchitectBusiness Concept (from Business Strategy)Site MapWireframes
Software ArchitectContent ManagerAssess ContentUse Case Model
Creative ConceptBrand StrategyContent Inventory
Business Strategist
Creative Concept Director		 Content EditorFormalize Content Development GuideContent Development Guide

Purpose

The Creative Concept describes the overall approach and metaphor that will be used to develop the user interface. It typically addresses the following:

  • Relevant branding issues (interpretation of the brand and value proposition within the context of the website; appropriate application of the identity within the website; etc.)
  • Recommended or appropriate editorial direction and tone, and how to best express this direction visually and creatively
  • High-level interpretation of and creative elaboration for potential significant application features (i.e., key experiences)