With design being the cornerstone of any creative agency we have come to realise how important a brief can be for both the client and the designer. It serves as a guide for the designer and insurance for the client.
If you are unsure what a brief is let us quickly define it: a design brief is a written explanation – given to a Graphic, UX, UI, Sound, Multimedia, Motions and many more types of designers – outlining the aims, objectives, constraints and milestones of a project.
Often there is a misconception that freedom is good when tackling a creative project. What clients don’t always understand is that without a clear direction, a creative will go off in a tangent they are most comfortable with. Often following the first creative rabbit hole down to its end, to find out that is wasn’t the right path to take – then everything has to start again. This is why a clear and concise brief is so pivotal to the creative process, it gives the artists a starting point (as well as an end) and outlines your vision holistically. It ensures that the person or team responsible for a brands artwork does not stray too far from the project’s objectives. At the end of the day, design is a process that requires the clients input to realise what the designer has in mind for their brand.
When commissioning design work for: packaging, websites, interface, product, production or social media, the target audience must be placed at the forefront of the concept. It is important to prioritise the brand over your own sense of style and aesthetic, and to remember that your own opinions might not always be shared with the people you are targeting. This problem is inherent in life – and not just business – when we are too attached to something, we look at it through a myopic lens not always allowing us to see (or identify) the bigger picture. This is especially true when you find yourself at odds with your design team, try to remember that you have hired these people for their creative processes and expertise in branding. This does not mean they are always correct, rather, they do have valid insights on things you might be unaware of in terms of branding in general and specifically your own brand.
Keeping an open mind and respecting experience and expertise, while giving clear objectives and guidelines through concise briefs is the best way to get the most out of your designers in any department. Often times your success is tied to theirs and if you do well so do you. This mutually beneficial arrangement can only be built on a professional and mutually respectable foundation. One that guides the clients brand to new heights and insures the agency delivers on their promise.