How to write a good brief

 creative brief

So, you have a creative project or two in mind. Whether you’d like a new logo, or a full website redesign, how do you know the finished product will be exactly what you have in mind? It all comes down to your brief; without one, you’re setting yourself up for a bumpy road ahead.

While it’s my job to bring the pizzazz to a project, it becomes more challenging if there’s no brief. After all, it’s about getting into someone’s psyche – and it can be difficult to do so if you have nothing to go off.

A brief will serve as a blueprint, not only for a designer like me, but also for you. To set the priorities for a project, sitting down and putting pen to paper to note your objectives, style direction, ideas and some thoughts about the market, is vital. They help me create something unique, and something that works for you.

Your spec will also help set the timeframe, create the list of deliverables and estimate the cost of the design work.

Writing a Good Brief: Some Tips

So, how do you write a good brief and create a strong foundation for a successful project? Here are six simple questions that might help; all you have to do is grab your notepad and start writing!

What are you looking for?

First things first, let’s start with the basics.
Begin by stating exactly what it is you’re looking for. Is it a logo, or maybe it’s a full visual identity for your start-up?

Who are you?

You don’t have to dive into too much detail, just define what is your company about. Treat the brief as an elevator pitch.
What do you do? What is your product/service? What is your industry?How long have you been on the market?

What is your reason for commissioning the design work?

This is your chance to explain what you’d like to achieve through the design. Would you like to create more awareness around your company, or perhaps you’d like to advertise a new service? For instance, “We have an amazing sale coming up on wedding invitations, and we want to reach as many young couples as possible.”

Do you already have some content that will be used for this design?

If you have some content, remember that it doesn’t have to be finished and polished to the last dot. The role of the design is to create a background and support the message. This way, the key points and messages are prominent, and the rest of the copy sits comfortably and plays its role. The amount of text will also determine the size and format of the final material, so it’s crucial you get this sorted at the beginning of the process.

Who are your clients and what kind of clients would you like to attract?

Answer this question correctly and you’ll be sharing with your designer some solid gold information! Let your designer know who you’d like to work with and this will inform image choice, colour schemes, and even fonts! Simply speaking, the design is likely to be different when advertising to mums of newborns, than it will be for football fans.

Do you have a vision when it comes to the style, feel and look of the design?

Make a note of what you think will work the best for your brand and your clients. Also, feel free to include links to work you’ve found inspirational, or even spend a little time creating a mood board (on Pinterest). If, however, you have no idea, don’t worry! Your designer can help by suggesting a few options and working with you to create a mood board that suits your goals.

Feeling less daunted about putting together a brief? Hopefully you’ve picked up some helpful hints and tips,
but if you’re still not sure, just give me a call and we can chat through your requirements.

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