Build in, not bolt on - successful design

Would you climb Everest without a guide? How writing a good design brief is only half the journey…

For something as fundamental as the concept and execution of design it’s important to get it right. Design is important, a recent study by the Design Council identified that for every £100 invested in creative communications, £225 is added to turnover, which means the savvy organisations bring in the creatives at an early stage of the process.

In order for a creative communication project to run smoothly and be truly effective there are several factors to consider, an important one of which is the design brief. But, let’s back up a bit… before presenting a designer with a brief there needs to be some spade work done and this is where we differ from design agencies – we’ve got a shed full of groovy tools, as a creative communications team we have the expertise to be of much greater use to you.

We help with the structuring of what needs to be done in the first place. By that we mean we help you identify your target audience, look at different campaign ideas that will fit your business plan, budget and other activities within your organisation before even getting to the brief. At every stage we work to help you make the right decisions for your particular situation.

Once we have worked through what needs to be achieved, then we’ll take a look at putting a design brief together with you. And the emphasis here is ‘with’ - because you’re the expert at what you do and we’re the experts at telling the world.

The design brief should be a document that can be referred to throughout a project to ensure the work carried out is in line with the initial vision and all aspects of the brief are being fulfilled; a source of information as well as a checklist to refer back to. It should be clear, succinct and cover all angles, saving you time, headaches and money in the long run.

To begin at the beginning…

The Proposition
Summarise what it is that you want the design team to achieve with as little ambiguity and giving as much direction as possible, without trying to think of a solution yourself (this will be up to the designer and will be all the easier if the proposition is clear from the outset).

Your Aims
Clarify exactly what it is you want to achieve from the project. For example, is it to create more revenue, to become a more recognisable brand, to target a new audience? Set out your objectives at the start and the results can be measured against these.

Your Message
What do you want the audience to think and feel and, if there is a call to action, what do you want your audience to do?

The Background
Supply as much information as possible about the history and current situation of your company. Often something you may not feel is very important can form the basis of the whole creative, remembering that even though you know your company inside out, you can’t assume others do.

Your Unique Selling Point
What is it that sets you apart from your competitors? Who are your main competitors? You need to know where you sit in the market in order to make the most of your assets.

How do you want to be perceived?
Are there any key phrases and values you adhere to? Depending on what the design brief is, it may be that a strapline needs to be created to support a new visual identity, and this information will form the basis for this.

Who is Your Target Audience?
Think about who makes up your existing audience and if this is, in fact, who you want to continue targeting. Define your target audience in terms of their age, gender, income, lifestyle, location, occupation, etc.

Language and Tone of Voice
The way in which you communicate with your audience ranges from the visual style to the language you use. The language and tone of voice is key in creating your company brand and can not be underestimated. It’s no good having spent all your efforts in creating something beautiful, only to be let down by poor or confusing copy. It may be necessary to write a separate brief for the copywriter setting out in more detail the key propositions, yet all copywriter’s and designers worth their salt will work closely together in order to create and provide a complete design solution.

Design References
Provide the designers with any current company literature and branding. Inform them of any styles in terms of logos, colour ways, fonts, language or photography that you use and needs to be kept. Alternatively, provide any ideas for these styles that you would like to be incorporated within the new design - the designer then knows what parameters they are working within.

Design Specifications
If, for example, the design brief is for an advert for a publication, you will need to provide the specifications to work to, including, the dimensions of the advert, landscape or portrait, full colour or black and white? Who will the artwork need to be supplied to and in what format?

Budget
Set out your budget from the outset to ensure everyone is aware of what is going to be possible from the beginning.

Timescales
Agree a realistic timescale. There are several stages to any design process and things to consider range from initial brainstorming, concepts, technical development time for websites, writing copy, the approval process, proofreading, creating artwork for print, printing and delivery. An experienced team will give you a realistic timescale. Rome wasn’t built in a day but you’ve all heard of it and it’s more popular than ever…

If you would like help with your creative communications, creating a design brief or indeed wondering how best to communicate what you do, please get in touch, we’ll be delighted to help you.