April 25, 2019 Alchemist Studios

How to write an effective design brief

Deciding to rebrand your organisation, create a new logo or expand your existing branding is a big step. There are multiple elements to consider, from deciding a design style to considering where branding appears in order to change it. Working with a creative studio can help you make some of these decisions but providing a good brief is crucial.

A design brief should provide direction and clarify the strategy for a project. A good brief will help a design agency to understand what you want to achieve, so they’re able to design visuals that represent your organisation and the direction in which it is heading.

These five key points, along with our design briefing questionnaire will help you get started on your next creative project.

1. Don’t skimp on the company details

Include all information about your organisation that may help an agency understand your history, what makes you different and your vision for the future – helping you get a design that encompasses your company identity.

This includes your company description, mission and vision statements, history timeline, key people, competitors and partners, USPs and your main products or services.

2. Be clear on the purpose

Whether a logo design or complete rebrand, outline why the project is happening and why it’s happening now. Make sure any company changes, growth or new markets that have impacted your decision to make a change are included in the design brief. And outline what you want and expect to achieve with the project. Whether your new designs are intended to spruce up a website, reflect new territories or to keep up with company growth, including your reasons in the briefing document will give an agency a more comprehensive picture.

3. Define your target market

Understanding your target market and audience personas can help ensure designs truly resonate. Start by providing basic information like age, gender, profession and interests. If you can, also include what sites they visit online, whether they are more likely to use desktop or mobile and whether they are drawn to any particular design types or colours.

4. Provide examples

Including examples of branding that you and your team like is a great way to point your design in the right direction. But be realistic in the examples you include – we can’t all be Apple!

Examples in your industry, sector or with the same target market as you are the best place to start.

5. Be clear on a timeframe and budget

Outlining a timeframe and a budget from the off sets the expectation for the project. It allows the agency to review whether it can work with any restrictions and it’s the best way for you to ensure your project stays on track as you proceed.

Alchemist Studios have put together a template for design briefing. Get started on yours and speak to a member of our team here.

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