Successful graphic design is dependent on a well-executed plan. Developing a design brief is an important part of creative planning that helps both the client and the designer focus on the critical aspects of a design project. This section shows the steps in the process and outlines the fundamentals of a good creative brief.
For any creative project, whether it’s a website, a one-page ad or a 100-page catalog, we follow an executable plan and an outline in the form of a creative brief. Steps involved in the execution of the design process:
When we’re presented with a visual design challenge a client generally provides us with a creative brief outlining objectives, visual goals, desired tone, market demographics, and specifications. If this isn’t the case, we will create our own after discussing project goals with them.
Example of content for an ad creative brief:
Purpose: Outline the purpose of the creative
Goals: Provide a clear statement of objectives, with priorities
Target Audience: Define, characterize and prioritize the target audience
Selling points: Outline the unique benefits, features and product selling points to be communicated visually and in the copy
Ad copy: Include rough draft of text or rough copy to be rewritten by copywriter
Tone of ad: Visual style guideline and preferences
Ad Content: Outline photography, art direction, or stock imagery requirements, and indicate the illustration or support graphics that may also be required
Brand Values: Define the known and understood values of the company
Competition: Outline major competitors and their marketing efforts
Approval process: Establish dates for feedback at various intervals in the process i.e.; approval of rough conceptuals, semi-final versions, and final creative approval
Specifications: Provide magazine specs and deadlines
Recap with the client our understanding of goals; e.g. what they want to convey to their target market and how they want to say it.
Review client marketing materials and compare with their competitors'.
Prepare a quote with specifics in addition to budgets and timelines.
Begin developing conceptuals.
Send first round of rough concepts to the client for feedback.
Make modifications based on feedback.
Send revised conceptuals for client approval.
Upon approval, create print-ready digital output, and output prepress proof.
Upload printable PDFX to magazine.
The following mockups are the result of a client brief for Petzl America’s launch of a new rescue device. (Details of the brief are below.)
Creative Brief — Petzl I’D full page ad
Product: Petzl’s Work + Rescue ‘I’D Rappel Device’
Purpose: Introduce the new I’D descent control device
Goals: To create an attention-getting advertisement for Fire Rescue Magazine, announcing the new I’D product launch.
Priority #1 — Must be attention getting and speak to target market
Priority #2 — Inform reader of the new I’D product launch
Priority #3 — Quickly and clearly convey product benefits
Target Audience: Firefighters and rescue workers. Preliminary target market will be readers of Fire Rescue Magazine
Selling Points:
Fully certified for ‘General Rescue’ — copy outlines certification approvals
4 in 1 purpose – hauls, belays, lowers and rappels
Safety and convenience
Trusted products from established company
Ad Copy: (Details)
Tone of Ad: Visually powerful, hard-hitting and authoritative. Adjectives to describe tone: convey tough and indestructable. Suggest exploring idea of action-movie poster style.
Ad Content: Product image will be supplied
Brand Values: Leader in category, inspires confidence due to history of the brand. Smart products (minimalist). Heritage in the existing market.
Competition: (Details)
Approval Process: (Details)
Specifications: Launch ad full page. Also require additional horizontal and 1/2 island formats. Must work as a B&W in addition to 4 color. Deadline: March 2006
To see a larger version of the final published ad click on Portfolio – Petzl I’D ad
Creative brief used with permission of Petzl.
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