WRITING YOUR DESIGN BRIEF
SOME FIRST ESSENTIALS
Great creative ideas rarely occur in a vacuum – they are more likely to be a response to a clearly defined situation. So whether you’re dealing with an external agency or handling the job in-house, it pays to start with a comprehensive creative brief.
A design brief is a written explanation – given to a designer – outlining the aims, objectives and milestones of a design project. A critical part of the design process, it is a detailed plan of what it is you want to achieve. It also helps develop trust and understanding between the client and designer, and serves as an essential point of reference for both parties. Above all, it is the chance to consider and question all the important design issues before the designer starts work.
So... take your time. Get it right. Cover all aspects of the project, and make the briefing information as complete as you can. This gives the creative team the best possible chance of producing work that gets results.
Start your design brief with a short, honest synopsis of your organisation or company. Don't take this information for granted, and don't assume that the designer will necessarily know anything about your industry sector.
The more clues you give about your design tastes, the more likely the designer will be able to produce something close to your aims. Expecting your designer to second-guess what you have in mind rarely produces the best results.
Finally, consult with as many people within your organisation as possible before sending the brief. There may be differences in the way people see your organisation's aims and objectives, and resolving these now will save time and expense further down the line.