A brief is usually a short document that defines the strategy for a creative project. It documents the goals of the project and creates a roadmap for the designer to follow to create a design aligned with your brand and messaging. Here are a few topics to cover when writing a design brief:
Start by writing a paragraph explaining who you are and what you do. Here are a few elements to include:
- Company details: Business name, size, industry, products, and services
- Brand differentiator: Unique selling proposition
- Core Messaging: Brand mission, vision, and values
- Competitors: List of direct and indirect competitors
Provide a detailed description of the project. Answer the following questions as a guideline:
- Do you need a new design or a redesign?
- What deliverables do you expect at the end of the project?
- Where will the design be used? Social media, print, email, or on a website?
Goals reflect the main purpose of a project. Think about how the design will be used and how it supports the overall brand strategy and business plan. A few examples are: sell more products/services, develop brand awareness and increase website traffic.
The target market will have an influence on many decisions during the design process. Outline your target market demographics:
Also, include their psychographics:
- Media consumption habits
- Related interests
Include extra details of the deliverables such as:
- Dimensions, resolutions, and file formats required
- Images and logos that you would like to be included in the design
- Copy documents for the project
- Messaging, emotions, and tone to be conveyed in the project
- Brand guidelines, preferred typeface, colour palette, and style of the brand
- Designs the brand is using and have used in the past
- Examples of designs you like
- List of colours, fonts, images, layouts that you like and dislike
If there is more than one design required, rank the designs by the level of importance. Specify deadlines for various stages of the project such as research, concept development, production, revisions, and delivery. Include any deadlines that can not be moved such as publication deadlines.
Incorporate these tips into your next design brief so your design projects begin with a strategic start. Great design projects start with a great design brief.
CF Communications offers a full-process graphic design service, from concept to final artwork, from web to print that are truly tailored to meet your brand’s needs. We can create all the design and branding elements you need to provide your business with a professional and unique look and feel, saving you time and money, leaving you to do what you do best.
Image from Canva.