How to Write a Creative Brief for Your Designer
Ambiguity is the key ingredient for a design disaster. Even a tiny sprinkle of ambiguity can mean the difference between a project doing everything you want and a project sinking faster than a bowling ball in a fish tank.
You have all of these grand visions in your head and such high, high hopes for how this project will turn out. So, how do you get the design you want? Writing an on-point design brief is the answer. Whether you are a designer or a client, an effective design brief is the single most critical factor in ensuring that the delivery of your design knocks you off your chair, whilst simultaneously blows your socks off.
The following brief is what our clients fill out before commencing any branding project, and the feedback we get is that its an awesome exercise for them to have a long hard think about who they really are and get crystal clear on how they want their brand to be represented. Its a great exercise for them to do, and for us to receive!
Describe your company (and the products and services you offer) in one short paragraph.
- YOUR FEELS
What feelings do you want your brand to evoke?
- YOUR JAM
In five words or less, summarise the feel of your company. When people think of your brand, what words would you like them to attach to it? (eg. Quirky, Clean, Modern, Corporate, Warm, Slick, High-Profile, Organic, Intimate, Rustic, Approachable, Edgy, Back to Basics…)
- YOUR STORY
Is there a story about how your brand came about?
- YOUR ZAG
What are the unique selling points/features/benefits of your product or service? Be as specific as you can.
- YOUR COMPETITION
Who are your closest competitors? How are you going to differentiate from them?
- YOUR TRIBE
Who are you looking to target with your product or service? Give a feel for who they are. (eg. Age, Demographic, Social Standing)
- YOUR STANCE
How do you plan to position your brand? Which other brands would you like to sit alongside? (Think in terms of price, quality, service, etc) Eg. Are you Kmart or Chanel? Jo Malone or Sukin? Vogue or Frankie?
- YOUR IDOLS
What brands do you look up to within your industry? What brands do you look up to in other industries?
- YOUR STALKING HABITS
What are your top 3 brands that you think have awesome branding? Who are you stalking on Instagram?
- YOUR TASTE
List some of your likes and dislikes. (eg. Colours? Fonts? Pet hates?)
- YOUR STYLE
What aesthetic are you looking for? Please include some links for reference.
- YOUR NEEDS
What exactly do you need at the end of the project?
- YOUR WALLET
How much money have you allocated for the project?
- YOUR PLAN
When do you need the project to be completed?
- YOUR PINS
Please paste in your Pinterest Link