Whether you’re working as a freelancer for a client, in a
design team at a company, in art-direction, design, web design or just
working on a side-project, a good brief is one of the most important
steps in ensuring success (for both yourself and the client).
Depending on the type of project, there are always different pros and
cons – like terms, changes, direction and payments. However no-matter
the project, there is one thing that should always be a top priority
from the get-go and that is the brief(s).
Briefs are a simple, logical, and professional way for both parties
to understand each other with complete transparency. Unfortunately, it’s
a step many creatives skip.
Creative vs Design Brief
It’s important to understand the difference between these two (there
are many, as each serves a totally different purpose. Typically, a
creative brief is written specifically for art direction on large scale
projects with the aim of guiding creative concepts, messages, tone and
creative direction. On the other hand, once the creative concept,
brainstorming (and whole lot of other work) have been completed and
signed off by the client, a design brief will be produced. Usually if
you’ve been contracted by a media agency to design a website,
illustration or a logo for example, you’ll then receive a design brief.
Nonetheless, both are essential even for designers. As a designer, If
you’re working on a big project you should always ask for a copy of the
creative brief to help get an idea of the general art direction and
creative objectives. Likewise if you’re working as a freelancer on a
design project you should always work from both a creative and design
brief.
These are integral steps for any project, allowing something to
fallback on when you’re making decision. As you know, working without
one, or with a crappy one is like trying to ride a horse blindfolded
(both you and the horse).
Understanding Briefs
If you’re an experienced creative and know all about briefs, that’s
great. However if you’re working in freelance, the important thing is
that your client understands them. If both parties don’t understand
their purpose or how to create one, you should definitely try working
‘with’ them on this. It’s important that they understand the process as
thoroughly as you. Explain that it not only ensures you’re both on the
same page throughout the creative and design process, but it will
definitely produce a better product. Explain that you won’t start any
work without a clear brief first. Further the to obvious benefits, this
way you can protect your creative reputation while at the same time
ensuring you don’t work on a crappy project.
Getting Started
Before even worrying about any briefs, you should start organising
your project paper work. I know, it’s a little old fashioned, but
honestly, working from something physical makes such a big difference
than working exclusively digital (at least for me). I find having a
physical project folder much easier as I can quickly add post-its for
notes and access various documents with ease. If you’re falling behind
on paper-work and getting lazy, re-organising your workflow in a logical
structure is a great way to start. If you’re happy working in digital
folders and find it easier that way, go for it. You can still follow the
same process. Intact I find it easier to organise everything digitally
first and then print it into a folder afterwards.
Create a project folder for any project you’re working on with placed
all printouts of the design stages, emails from other
departments/people/clients, and anything else relevant to the project.
On the front of the folder print out a single page that includes the
following:
- Name of the project.
- Date you received it.
- Due Date.
- Who is involved in the project, their names, phone numbers/extensions, email addresses.
- Milestones for materials needed from these people.
- Then leave some space for any changes or important progress as the project moves forward.
Creating Briefs
Before we get started with this, the important thing is to keep
things concise. A brief is all about being as descriptive as possible
while at the same time being as simple as possible. The more elaboration
there is, there more contradictory things will be, which will
ultimately mean more headaches for you. For example – “The tone should
be serious yet friendly”. No it shouldn’t. It should be either one or
the other, or in-between, in-which case a single word should be used
that describes this, rather than a contradictory sentence. Rule of thumb
is to keep things to a single page. I also like have everything in
helvetica (typical, I know), but it’s just a personal preference that
keeps everything consistently formatted.
Here’s a quick example of things to include for both a creative and a design brief.
Creative/Design Brief
Client/Client contact information:
Name, phone number, and email address for the company, contact or the team on the client side.
Project:
Title of project.
Overview
What’s the big picture? What’s going on in the market?
Anything happening on the client side that the creative team should know
about? Any opportunities or problems?
Objectives and Goals
Project goals, measurable objectives, and outcomes.
Deliverables Required
Copy, design, printed materials, banners, brochures, display advertisements, websites, logo etc..
Target audience
Who are the primary audience, secondary audience and stakeholders?
Core Concepts
What are the core brand values, ideas and philosophies behind the client brand.
Tone and Image
What is the required tone – informal, warm, humorous, direct or functional?
User Proposition/ Benefits
What is the single most important benefit of the product/service being offered.
Mandatory Inclusions
Any mandatories? Does the project need to include anything specific? Is there an existing style-guide that needs to be followed?
Supporting Information and Documents
Any important attachments that should be included? Market research, examples of similar work etc..
Of course, this is a very basic example of what a brief should look
like. The more you things you include, the more you will protect
yourself against “misunderstandings” as the project proceeds. The
biggest problem with any project is the “but I said…” or “I thought this
would be…” or the everyone’s favorite “Can we just change this?”. Try
to make sure things are concise and the language used is brutally
precise when being descriptive.
A lot of people like including things like budget, timeline,
schedules etc.. However I personally find this distracting. Briefs are
designed to help guide creativity. Anything that’s not relevant to the
creative process is a mere distraction. I prefer to include these things
in contracts and work proposals, which then contain the brief as a
separate document.
I also find working from a creative brief first, in order to define
the general direction the project will take and to help work on general
ideas. This way, when things get more visually specific in the design
brief things a already more definitive.
Final Thoughts
Ultimately, a clear, concise and well worded brief is super important
for any project and will ensure a better outcome for everyone involved.
Project folders are also a great way to stay organised. Furthermore
they’re a great way to document your creative process, useful for
retrospective insight on how you could improve and a great thing for
resumes and interviews.
Finally, I’ll leave you with a famous quote that sums up the
importance of a good brief. I can’t seem to remember the exact wording,
but it’s something like this:
“Creative freedom is the result of a restrictive brief”
Food for thought : )
Have you ever worked without a brief? Do you have any
tips or experience you can share? Please share your thoughts in the
comments.
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