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December 2010 Design Briefs Smooth Out the Design Process When multiple groups join forces to work on a project, there may be no way to completely avoid the misunderstandings or confusion that can occur. Whether a project team is formed through a client/vendor relationship or simply by bringing together members of various internal departments, compound teams have a way of directing themselves toward separate and distinct destinations. But there are some pairings that have an advantage because they take the time to make sure all eyes are on the same prize. For instance, when you work with a design team, you are working with creative professionals who place a high degree of importance on communicating a message through design. Designers take pride in knowing that by employing the correct graphic elements, they can make even the dreariest message more appealing to a reader. They can take a complicated idea and convey it in a way that completely engages the audience. In short, they can help you reach your goal: Effective communication. But hitting your target, while still ensuring that the designer has the freedom to contribute his best work, can take a bit of skill - or maybe just a little planning. Planning in the form of a design brief, that is. While you may have heard it referred to as a creative brief or project brief, a design brief is a strategic document that clearly defines the problem to be solved, the message to be communicated, your position within your industry and among your competitors. And while small projects can stand on their own without such a document, design briefs are a big help in keeping the larger engagements on track and productive. A design brief is simply a way of gathering all the key information that allows the design team to understand and immerse themselves in the details. And while you will work on the actual project collaboratively with your designers, creating the brief should be the first step that you and your design partners take as a team. The process for creating the brief is fairly simple: 1. Gather information. A one-on-one meeting should be scheduled between client and designer. This meeting should be strategic, rather than tactical in nature. Discuss the hows and whys of the project; the expected business outcome; identify the audience and the stakeholders. An open and honest dialogue should take place, with all questions asked and fully answered. This meeting will serve as the basis for further development of the design brief. 2. Set a meeting with all stakeholders. Begin getting stakeholders involved in the process by soliciting their input. This lets everyone know that they have a part in creation of the final product. 3. Draft the brief cooperatively with your designer. A well-written design brief includes: A project overview, competitor review, product/service portfolio, business objectives, design strategies, project phases and timeline. 4. Review the brief with the project team. The objective of this meeting should be to walk away with clarity, purpose and an approved brief. When done correctly, a design brief positions the design as a problem-solving tool, rather than just a decorative service. Remember, the more information and context you provide to your design team, the more certain it is that they will provide an effective result. The brief gives the design team the framework in which to create something fabulous, while at the same time keeping them on track with your project goals. We are offering a half hour free consultation to new clients, covering any design issue you may have. You can reach me at 847.844.8640 or send me a note to find out more. Happy Holidays and best wishes for a healthy, positive 2011!
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