design briefs 1313 Responses

Last post: 2 months, 3 weeks ago | Thread started: Jul 16, 08, 1:52 a.m.

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• kelpie

  just a wee wondering – if you were to be given the perfect design brief, what would it contain and how would it read?

  I mean in terms of structure, goals, useful information, formating; not "I'd love a Nike poster" ;) you know what I mean.

  We've all had some very shitty briefs. I'm sure, which leave you more mystified than before you read them, so if you were in charge of writing it, what would you do differently?

  Jul 16, 08, 1:52 a.m. – Permalink

• Bluejam

  The perfect design brief would be written on a napkin, it would center on an idea an not a demographic. it would stress the importance of making the audience happy and not the person who wrote it (the client). it would encourage making mistakes with the view of getting to the ideal solution. cost would not be a problem (although some sense would be required).

  • Amen.– phatlee1/2

    +10– dauntilus2/2

  

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  Dog-earJul 16, 08, 1:57 a.m. – Permalink

• kelpie

  cheers mate, this is the kind of thing I mean "it would stress the importance of making the audience happy and not the person who wrote it (the client)"

  I'm flushing out some process stuff here, so cheers for the help :)

  

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  Dog-earJul 16, 08, 2:43 a.m. – Permalink

• skt

  all it needs to say is who it is for and how you want said people to react.

  • kind of, I agree - that's the most important thing but this doc I'm doing is more specific and expansive– kelpie1/8

    its mainly for the account handlers and sales guys to build useful processes of work with some of our more regular clients– kelpie2/8

    ...clients– kelpie3/8

    we have been trying to put something similar togethor ourselves... will email you the latest.– skt4/8

    although it is probably shite... i'm past caring.– skt5/8

    ditto, its just a list so far. language to pin down marketing folks ;)– kelpie6/8

    sent.– skt7/8

    me too...– kelpie8/8

  

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  Dog-earJul 16, 08, 2:45 a.m. – Permalink

• Fariska

  I find very useful when there is information about the target audience. Lately i've got a brief which uses a persona to describe and contextualize the scenario.
  And i work very well when on the biref there's a list of benchmarks/best practices.

  

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  Dog-earJul 16, 08, 2:50 a.m. – Permalink

• kelpie

  "Lately i've got a brief which uses a persona to describe and contextualize the scenario."

  that sounds interesting, care to ellaborate?

  • If you're not in a rush i'll send you over that extract at lunchitme / later on– Fariska1/2

    no huge rush, ongoing thing - would really appreciate that, cheers– kelpie2/2

  

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  Dog-earJul 16, 08, 2:51 a.m. – Permalink

• mistermik

  Find out this first:

  Company background
  Marketing integration
  Proposition / Key differentiators
  Features and Benefits
  Offers and Incentives
  Target audience
  Competition

  then write a brief that consists of:

  Summary
  Current Situation
  Target Audience
  Perception/Tone/Guidelines
  Proposal
  Requirements
  Promotion/Communication Plan
  Timing

  ---

  Every agency is different. Its works for me

  • That's simple and intuitive for business objectives. However Designers need to care about Tonality.– Iggyboo1/2

    what the fuck you on about– mistermik2/2

  

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  Dog-earJul 16, 08, 5:18 a.m. – Permalink

• Iggyboo

  For me it's always been:
  Client:
  Problem or Current position:
  Objective:
  Audience:
  Voice:
  Means:

  

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  Dog-earJul 16, 08, 7:32 a.m. – Permalink

• utopian1

  http://www.graphicdefine.org/iss…

  http://www.unlimited-vision.com/…

  

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  Dog-earJul 16, 08, 7:34 a.m. – Permalink

• max_prophet

  Depends on the project and how much they want to pay, some projects warrant and require specific info, research and testing, but only if there's a budget. Depends how much control and input you have as to strategy also, as ideally, you should be specifying exactly what it is they need so to some extent you write your own brief.

  • yeah, that's the kind of thing we're getting at– kelpie

  

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  Dog-earJul 16, 08, 7:36 a.m. – Permalink

• kelpie

  cheers for the thoughts chaps

  

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  Dog-earJul 16, 08, 7:38 a.m. – Permalink

• mjg

  the perfect design brief:

  1. client signs cheque
  2. send files to print

  

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  Dog-earJul 16, 08, 7:39 a.m. – Permalink

• paraselene

  check yo e-mail.

  • checked :)– kelpie1/2

    can i get a copy? :)– mistermik2/2

  

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  Dog-earJul 16, 08, 7:55 a.m. – Permalink

• 7point34

  3 simple steps to a perfect design brief:

  1. diagonal lines
  2. reversed out colors
  3. narwhals

  

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  Dog-earJul 16, 08, 7:56 a.m. – Permalink