The designer knows the basic project objective but even that’s vague.
They know the audience and project concept but have no idea about tone or deadline. It includes the scope of project, contact info, problem to solve, audience, sizes of materials needed and deadlines for all pieces.
But they also want to know their color preferences and tone, where the materials will be printed and how to measure success of the project.
Case study #2 The first brief from PR Guy Online is much too brief (no pun intended). The designer knows what the project objective is, tone, message, why buyers should believe in TOMS and what buyers believe in.
That’s biggest difference between briefs that work and those that don’t is whether they contain all of the necessary information you’ll need for a project.
Briefs don’t have to be pretty, but they The first brief, from Andate Publishing, contains a good deal of useful information but lacks just as much.
For the client, it’s flexible enough to use across many platforms and will put them on the road to success.
For the design, it will be a fabulous portfolio piece.
The team knows what the overall project is, who the audience is and what their strengths are.
But what they don’t know is who the contact person is, what the budget or deadlines are and what the tone should be.