Blog - how tight are your briefs?

Tight Briefs

The design brief is the starting point of what you want to achieve from your creative project and is critical to its success. It’s important to allocate plenty of time constructing a brief with your in house marketing team and your creative agency because a good brief will contain all the necessary background information about your business, the markets you are in, identify the competition and set out the objectives you are looking to achieve.

By compiling a design brief, those involved should gain an understanding of any constraints to the project such as brand guidelines, legal requirements or other related existing projects. Including information regarding budgets and timescales is also vital. The procedure of putting together a solid brief also provides a deeper understanding of the creative process and the necessary stages of production. Once completed, the outcomes from the project can be measured against the aims and objectives contained in the brief and help determine the return on your investment.

Why not follow our six point checklist for writing a great brief, impress your designer and achieve a much better outcome.

  1. Set the sceneWho are you and what do you do? Tell us the story of the company and provide any relevant information to help us live and breathe what you are about and how you are different.
  2. Detail the projectGive us all the background information to the project. What are its aims and objectives? How does it fit with other activities within your business? Provide timescales and an idea of budget.
  3. The marketplaceDescribe the markets you are in, the current landscape and what you want to achieve. Do you possess any relevant market research. Define your target audience and your competitors. What do they do well?
  4. The requirements How exactly will you reach your target audience? What collateral do you think you will need for this project; a new brand, promotional campaign, exhibition stand? Assess how any new elements will need to work alongside existing materials and specifications.
  5. EvaluationSetting out the aims and objectives within the brief will enable you to measure whether the project has been a success and your return on investment. This could be based on achieving certain goals or achieving increased sales targets.
  6. Timescales Scoping out realistic stages and timescales for the project is essential for it to be successful. By working together you and your team and your agency should understand and agree what is achievable by when and who is responsible for approvals.

Once you’ve written your brief, remember to send a copy to