How to Write a Winning Design Brief

Starting a new business and need a logo? Or have an existing brand but it needs a refresh? Or are you looking for some creative assistance with your social media content? It’s time to engage a Graphic Designer! 

So you find a creative genius (us, brilliant), you fire off an email requesting their assistance, and then sit back and await a final product. Ah, no. It doesn’t exactly work like that. At least not if you want an awesome result.

While graphic designers are gifted with a creative eye you and I can only dream of, they aren't mind readers. I've seen many in action over the years and given very little info (if any at all) they can produce some pretty insane designs, however, they aren't going to know your business like you (the business owner and brains behind it) do, and they certainly can't see your vision without you sharing it with them. So if you want greatness that aligns exactly with what you want your brand to be, you’ve got to do some work. Unless, of course, you simply don't care what you get back, but I'm yet to find a business owner like that. 

So, what to share with your designer. Apart from the more obvious details like brand name, links to current digital assets (website, social accounts etc.), brand slogans and the all important deadline, I’ve pulled together some extra details that really help a designer realise your dream. Include these in your next brief and you’ll reap the rewards, plus, you’ll be your designers favourite client. Promise.

1. Existing colour pallets and font. Including what do and don't you like about them, and why you want to change them.

2. Existing brand guidelines. Tell them why they aren’t working for you.

3. Top three unique selling points of your brand.

4. Where will your logo be displayed.Online? In print? On merch? 

5. 5 words to best describe your brand.

6. Examples of three to five logos you like, and know they can be from anywhere, not necessarily your industry.

7. Examples of colours and fonts you like, again, not necessarily from your industry.

8. Images or your product.

9. Links to your top three competitors (yes, we like to see what your competition is up to). 

10. A pinterest board of all your brand inspiration. This is my favourite thing and top briefing tip. It’s a game changer because the designer gets a look inside your head, your vision and, without even knowing it, you're creating your very own vision board for the designer to pull inspiration from. 

If you’re thinking, “but isn't that all part of their job? To figure out what it should all look like?”, and yeah, it most certainly is their job to produce your dream branding package, logo or social feed, but they can get there a lot faster with your input, and let’s be real, faster is better, because more edits costs more $$$. 

So next time you're looking for some assistance with graphics, take a look at this list. Can you provide the answers to the designer? If you can, epic! Our girl Indi is ready to take your visuals to new places? If you can't, maybe you need to spend a little time looking deeper into your brand and where you want to position it, maybe book some time with us for some brand consulting. Either way, get in touch!