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Foundations of Video: The Art of Editing

We're all well aware of the larger (music playing) clients' brands. But not every client is a multinational corporation that can afford to have a team of designers from a big branding agency working on their behalf. In this course, we'll be covering working with clients while managing their expectations. How to do meaningful research in preparation for design, exploring potential concepts and directions. Understanding craftsmanship within the design process, effective formats for presenting your work, managing and replying to client feedback. So whether you're an independent designer, a boutique design firm employee, a marketing person, or an in house creative at a larger company. You can take the information I relay and easily adapt it into your own creative work flow.

Foundations of Video: The Art of Editing
Avoid pitfalls, improve your design process, respond to demanding clients, and solve the creative problems that are involved in creating a logo. In this course, we will show you how to take care of the nitty-gritty, like quotes and contracts, and critical design decisions involved in building a brand identity package. Learn to define your client's expectations before the project begins with customer briefs and mood boards. Find out what the attributes of a great logo are, where to look for inspiration, and how to use sketches to propel you through the design process. Then we will turn to the business side and explain how to present your designs to clients and follow up on both positive and negative feedback. Finally, learn how to launch the logo and develop a narrative that will keep the visual style of the brand intact in the future.
Topics include:
  • Gauging client perceptions
  • Determining the scope of work
  • Quoting a project
  • Profiling the client
  • Developing a brand name
  • Isolating design directions
  • Crafting a visual identity
  • Pitching your work
  • Presenting brand systems
  • Handling a change of course
  • Making style guides
  • Developing a brand narrative 
What you should know before reading this course
Before we get going, let's talk about what you need to know before we start. Here's the good news. Because you're not using a specific brand of editing software, and, we're not teaching how to push those buttons. And we're not giving you very specific pieces of footage, it really doesn't matter what you know. If you've got your own footage from something you've created, you can use that to follow along. Doesn't matter if it was shot on an expensive camera, or your mobile phone. It doesn't matter if you've got the top of the line digital editing system or the free one that came with your computer.

I don't care, it's about following along with the concepts, not the technology. We won't really describe to you how to fade up on a piece of music or, how to trim four frames at the top of a shot to cut on action. I will teach you why you would want to do that. Other titles here on lynda.com can teach you how. We're just going to concentrate on the why. Now one more thing before we get going. The samples that you'll see in this course come from a variety of places.

Some of them are short films produced by students. Some are projects that you may have seen in other lynda.com courses. Some are important historical films that are used in classrooms all over the world. And a few, have been contributed by other filmmakers. When possible, we'll provide a link where you can view those movies online, but even if you aren't able to see the entire movie don't worry about it. This course is all about understanding story before you start editing. So we are going to talk about each of those films stories, so that we can identify how we want to edit the scenes that we're going to show.

With that in mind, I think we're ready to get going. So just sit back and start learning the art of editing.

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