10 Things to Include in a GOOD Design Brief
As a professional creative agency with decades of experience and a diverse client base, Howell & Hicks has seen LOTS of design briefs – some good, and some not so good!
But using these 10 headings should give your agency or designer the information they need to produce outstanding work that delivers impressive results for your business…
Project Overview: the purpose and scope of the project, and any desired outcomes.
Detailed Information about the Product/Service: name, features, USPs, any current issues.
Target Audiences: customer demographics, preferences, and known behaviours.
Design Objectives: what does the creative output need to do? Raise awareness? Convey product benefits? Create an emotional connection?
Competitor Analysis: what works well in competitor designs? And how can you differentiate yourself?
Regulatory/Legal: e.g. labelling mandatories, material compliance, consumer claims etc.
Brand Identity and Guidelines: define your brand including its values, personality, and market positioning. Share any existing brand guidelines or design elements that need to be followed or included.
Extra Visual and Creative Direction: mood boards, colour preferences, typography choices etc.
Deliverables and Submission Details: what do you need/expect (visuals, print-ready files, editable graphics, prototypes etc.?)? And how, where, and to who, should each stage of work be submitted?
Budget and Timeline: any financial or time constraints, key milestones, deadlines etc.
To discuss your next design project, call Jen on 07984 527686 or email jen@hh-creative.com