How to write a design brief

How to write a good design brief to get the design you want!

How do you get exactly the design you want? The ideal design you envisage in your mind, the one to take your business to the next level? A good creative design brief is the answer.

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A thorough design brief is the single most critical factor to ensure your project is successful.

What is a design brief?

A design brief is critical to the success of any creative design project as it provides the designer with all the relative information needed to exceed expectations.

A design brief needs to focus on the results and outcomes of the design and the overall business objectives of the project.

It should not attempt to suggest how the aesthetics of design could look… that’s the designer’s responsibility.

As a client, the design brief allows you to focus on exactly what you want to achieve from the design project, before any work begins.

A good design brief will ensure you get a professional design that meets your business requirements.

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How to write a good design brief

The questions below are designed to help you crystallise your thoughts and provide your designer with a complete creative design brief.

Please make sure you have fun answering the questions and remember, provide as much detail as possible!

1. What does your business do?
• What does your company do?
• What is your company’s history?

Tip: Don’t assume the designer will know everything about your company. Be concise and avoid jargon.

2. What are the goals? Why?
• What is the overall goal of the design project?
• What do you want to communicate and why?
• Are you looking to sell products or increase brand awareness of your product or services?
• How are you different from your competitors?
• Are you looking to rebrand or simply updating your promotional material?

Tip: Give the designer copies of all your current marketing material.

3. Who is the target market?
• Map out your target market demographics? e.g. age, gender, income, tastes, views, attitudes, geography, lifestyle of your potential customers.

Tip: If your market has multiple audiences, list them in order of importance.

4. What copy (text) and pictures are needed?
• What copy do you need to include within the design? Where is the copy coming from e.g.your marketing department?
• What pictures / photographs / diagrams etc. need to be used?

Tip: The copy and pictures used in a design are as crucial as the design itself and you should clearly state who is going to be providing the copy and pictures if needed. You may need to consider engaging a professional copywriter or photographer – ask your designer for some recommendations.

5. What are the specifications?
• What size / format is the design going to be?
• Where is it going to be used? On the internet, stationery, marketing brochures on your car?
• What other information can you give the designer?

6. Have you got a benchmark in mind?
• What other material do you consider would assist the designer. This could be your competitors’ brochures.
• Remember things not to do are just as important, for example styles that you do not like or wish to see in your design.

7. What Is your budget?
• Providing the budget upfront allows designers to advise if the project is going to be possible to complete.
• Providing a budget allows designers to match valuable time and resources to maximise your budget.

8. What is the time scale / deadline?
• Make sure you give the designer a detailed schedule of the project. Set a realistic deadline for the completion of the work. Always take into account the different stages of the design project for example consultation, concept development, proof reading, production and delivery.

Tip: Rushing a design job through helps no one and mistakes can arise, especially if a complex project is pushed through without time for reviewing it.

Occasionally, there are times when a job needs to be completed quickly. In these cases you should be honest and clear with your designer.

Now that you know how to write a good design brief, give it a go and email us!

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Delivering maximum impact at an Exhibition

Delivering maximum impact at an Exhibition – when you’re planning to spend a significant amount on exhibiting at a show, how can you make sure you gain the maximum possible return on your investment?

Getting your graphic designer involved at an early stage makes a huge difference, as GEW found out this year.

GEW (EC) Limited designs and manufactures UV curing systems for printing, coating and industrial applications. They have just returned from exhibiting in Brussels at LabelExpo Europe, the world’s largest event for the label and package printing industry, attracting in excess of over 35,000 visitors.

This was a significant event for GEW. Not only were they a major sponsor,but they were alsoe launching the new ArcLED hybrid UV curing system to the international label industry. Their stand and supporting graphics needed to deliver maximum impact and appeal.

Delivering maximum impact at an Exhibition

Turquoise Creative : working with us

Planning started 8 months before the exhibition, where creating the overall concept through to stand design and build was crucial to the success.

The Product : branding and design

At this early stage there was merely a fantastic product. Together with the marketing team, we had several creative brainstorming sessions to create the brand. ArcLED was born along with the visual look and feel for the new product branding. We now had a starting point for the advertising and production of all marketing material for the exhibition.

Pre Exhibition : advertising design

Promotion started prior to the exhibition, which required the design of a targeted advertising campaign to ‘tease’ the new product into the marketplace.

Delivering maximum impact at an Exhibition

The Stand : space planning and design

As well as the stand being eye catching, which was achieved through lighting, imagery and suspended banners, we wanted visitors to feel comfortable about stepping into the space and engaging with GEW.

Delivering maximum impact at an Exhibition

Delivering maximum impact at an Exhibition

Off-stand : sponsorship brand design

As sponsors of the exhibition this gave GEW a number of other promotional opportunities, from floor tiles to the amazing Backlit Astrid Walkway billboard. The design of which all had to be consistent in both terms of brand styling, imagery and message.

Delivering maximum impact at an Exhibition

 

Turquoise Creative : Delivering maximum impact at an Exhibition

Much of the success of the show for GEW lies in their foresight to engage with Turquoise Creative many months prior to the exhibition. This enabled us to really understand what our client’s objectives were and the messages they needed to convey. This insight allowed us to create the design that reflected GEW’s brand, values and products.

You hear about people going the extra mile for their clients. In this case, it was literal. We jumped on a plane to Brussels and visited GEW on their stand! It was immensely satisfying to see many months of hard work come together.

 

Turquoise Creative’s tips for a successful exhibition

If you are planning to exhibit at a show here are our top tips:

  1. Planning – plan your exhibition design and all supporting graphics well in advance
  2. Message – create a strong consistent product message
  3. Listening – does your designer listen to what your objectives are?
  4. Asking – do they ask questions to really understand and then listen again?
  5. Direction – listen to what your designer has to say (it will keep you on the right track!).

If you wish to gain maximum impact from exhibiting at a show please give us a call on 01293 886805 or email us.

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Exhibition design and build

Exhibition design and build. It’s all about the experience… 

We had fantastic feedback from our client after their latest exhibition in Chicago. “Our best ever” were the exact words from GEW’s Marketing Manager.

These photos are a selection taken from LabelExpo which include a 7ft square Floor Decal and 9ft x 6ft imposing Entrance Banner. LabelExpo Americas is the continent’s largest event for the label, product decoration, web printing and converting industry.

LabelExpo Americas – www.labelexpo-americas.com

If you need to design and build a bespoke exhibition stand, or simply want to use a standard shell scheme and utilise a popup display system, then contact us now and we would be happy to help. Turquoise Creative… helping you stand out.

Have a look at other marketing work we have completed for GEW.    Please CLICK HERE

Exhibition design and build

 

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