Give the briefing phase of your projects the attention it deserves

We were pleased to provide a top tip to one of our print suppliers, who published an ebook ‘Must-Read Design Tips From Designers, To Designers.’

Our tip…

Give The Briefing Phase Of Your Projects The Attention It Deserves:

Challenge your client. Ensure they’ve fully considered, and you understand, what they’re looking to achieve from the project.

Take time to glean all relevant information and thoughts from them before you start work. By agreeing on a clear brief you’ll deliver a better solution, which means you’ll be more likely to meet (hopefully exceed!) your client’s expectations.

We truly believe in the importance on discussing and agreeing a clear brief. Whether it’s for a rebrand or logo design, a piece of printed marketing collateral, or a web project having clarity at the outset is paramount.

Some of the questions we frequently ask include…

  • What’s the overriding purpose of the project?
    • Why is the client briefing the project?
    • What is it we’re actually delivering?
    • How will the project be judged to be a success?
    • Who is the target audience? What response are we looking for from them?
  • What parameters do we need to consider?
    • Are there brand guidelines we must work within? What’s non-negotiable?
    • Equally, what’s open for us to provide our guidance / interpretation?
    • Do we have any other reference? Either from within the organisation or outside in the market place.
    • Can we learn from any preceding projects the client might have undertaken?
  • Understand the detail early.
    • What text and / or imagery is there? What needs creating, and by whom.
    • What are the print / digital specifications?
    • Who’s on the client’s project team? And who makes the decisions at each key project phase?
    • Project timeframes? Why is the deadline the deadline?
    • What’s the budget? What is it based upon?
    • Agree invoicing phases to match key project milestones.

By investing time in the briefing, key aspects of the project can be objectively specified, understood and agreed upon. But equally importantly, clear lines of communication can be opened. Resulting in clear, honest dialogue that becomes a key foundation of the project.