_defining the scope of work

The Design Brief
The design brief is an explanation given by the client to the designer at the beginning of the project. The brief is not a blueprint and does not tell the designer how to do the work. It’s a statement of purpose, a concise declaration of the client’s expectations of what the design should accomplish.

As the client, you are spelling out your objectives and expectations and defining the scope of work. You’re also committing to a concrete expression that can be revisited as a project moves forward. If the brief raises questions early, it’s better than questions raised late.
The Checklist
Providing the following information in your design brief will make the most of your project.
Organization’s Description
  • Product/service description
  • History/present position/goals for future
  • Competitor information, samples, graphics, colors, etc.

Communication Background
  • Previous communication activity
  • Present communication activity – research, advertising, direct mail, graphic design, public relations, distributor promotions, web sites

Communication Task – “The Message”
  • Context of specific message in relation to business plans
  • Information to be included in the designed item – text, logos, images, etc.
  • Function or desired response
  • Target market
  • Other industries promotional samples that you have like their marketing approach
  • Other industries web sites with elements of the look that you want for your site
Target Market
  • Demographics – age, gender, income, employment, geography, lifestyle
  • Purchase motivations – needs, wants, corporate image, product/service positioning
  • Purchase decisions – decision initiators, makers/influencers,
    end users (if relevant)

Budget
  • Available budget
  • If unsure of budget, you could provide:
  • Estimates based on similar past projects and other information

Timetable
  • Consultation – research, strategy, brief development
  • Creative – concept and design development
  • Production – artwork, printing and other production
  • Programming – web pages, links, forms, etc.
  • Delivery Date for Print Collateral
  • Going Live for Web site