Writing a design brief

The design brief

The design brief is the central reference point for you and any designer. Your initial brief should include as much of the following information as possible:

• who are you?
• what do you do?
• give your background and history (if relevant)
• what is your purpose?
• what is your organisational structure?
• what services do you provide?
• who are your competitors - what distinguishes you from them?
• what is your personality - what photos and tone of voice are appropriate for your organisation?

A description of the project including:

• the context, objectives and purpose
• messages, tone and qualities to be conveyed in the design
• your decision-making process
• target audience - if there is more than one, prioritise them
• what do you want the audience to do eg make a donation, contact you, learn about you?
• schedule and deadlines
• do you have inhouse facilities for templates, print and production?

A list of printed items to be designed and details (if known) such as:

• content - what key information will need to be included eg thanks to funders, logos?
• copywriting - will you do it inhouse or will you need a copywriter?
• number of pages, size, format and paper stock
• sourcing of images - illustrations/photography
• practical and technical requirements of the design, eg the item must fit in a particular type of envelope, or weigh less than 60 grams
• do you have existing guidelines for style and use of logos?
• print and production responsibilities.

The more detail you can provide, the easier it will be for designers to provide estimates and for you to compare them.

Decision-making

A small project team (usually the head of marketing and one or two other key players) with the authority to make decisions throughout the process will ensure maximum efficiency and will minimise cost.

The team should be responsible for agreeing the brief, choosing the designer and for being available for meetings and presentations throughout the process.

The designer will expect input and constructive feedback from the project team during each stage of the process. Be decisive and at all times say exactly what you think and feel about what is presented. If you don't feel that something works, say so, and why.

If your team does not include top level decision-makers from your organisation it may be necessary to give presentations to them at crucial stages.

Choosing a designer

First, set up preliminary meetings with a few recommended designers to talk about your needs and to see their work. It is helpful if you can give them some idea of the available budget at an early stage so that they can determine whether or not they can work to it. This will save everyone's time.

After these initial meetings, decide on a shortlist of two or three designers whose work you like and with whom you feel you can work well. Send your design brief to the shortlisted designers, asking them to respond with an estimate of fees and additional costs. If the project is substantial you should ask for a proposal outlining their approach and the steps they would recommend with a corresponding breakdown of fees.

You may want to meet with them again to go through their proposals before making your final decision. Once the designer is appointed you should arrange a meeting to plan the project and confirm a final brief.

Decision should be based on price, design and functionality.

Planning and confirming a design brief

If the project is relatively straightforward, it should be possible to agree the details of the final brief, schedule and budget in an initial planning meeting.

If it is a major project, eg a visual identity or branding review, it will usually be necessary to plan a phase of research and consultation, after which you can refine the details of the final brief with the designer.

Things to include ina design brief for a website:

• define your target audience. Emphasise how important accessibility is to you
• what do you want your site to do? Make a list of the headings that the information will be structured under and the extent ofthe content eg how many web pages or number of A4 pagesit will contain
• identify features that you like about your website and wish to keep
• list URLs you like and why eg use of photographs
• how much of the content do you want to have control over? ( there's no point paying for functionality if you don't need it). Check everything you have asked for has been included in the designbefore you sign off work as it will cost extra to have anything added at a later date
• state that you will provide any images, photography or logos on disc
• request that the site be viewable on both pc and mac.

Budget: Don’t reveal! Simply state that it’s out to tender and will go to the designer who offers the best job for the best price.