The Design Brief and Why You Need One

A design brief is a written document outlining, in complete detail, the business objectives with corresponding design strategies for a design project–some prefer the term creative brief. The most critical elements of a design brief are: a complete description of the project—what is it that is trying to be done; why is this needed now; what are business goals and objectives; what business outcomes are expected; who is this being done for (the target audience); and who are the key stakeholders in this project. In addition, the brief should address current industry trends, organization or product competition, project scope, time-lines, budgets and measurement of success metrics.

How does a design brief differ from a marketing plan and a request for proposal (RFP)?
A complete design brief must take the marketing plan or RFP several steps further. The design brief is not a description of what the design solution will actually look like. Rather, it matches a strategic design approach to each of the business objectives described in the marketing plan or RFP. The design brief also includes the detailed process that will be followed to develop and test concepts, as well as the process which will be employed to determine the best possible final design solution.

Why Provide a Design Brief?
The purpose of the brief is to get everyone started with a common understanding of what’s to be accomplished. It gives direction and serves as a benchmark against which to test concepts and execution as you move through a project.

The ultimate responsibility for defining goals and objectives and identifying audience and context lies with you, the client. Another benefit of the design brief is the clarity it provides you as the client about why you’re embarking on a project. If you don’t know why, you can’t possibly hope to achieve anything worthwhile. Nor are you likely to get your company behind your project.

A brief can be as valuable internally as it is externally. If you present it to the people within the organization most directly effected by whatever is being produced, you not only elicit valuable input, but also pave the way for their buy-in. It’s in your best interest to help the design firm do the best work it can–your project shouldn’t be a test of their abilities.

Resource
Creating the Perfect Design Brief
How to Manage Design for Strategic Advantage
–Peter L. Philips