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Profit by Design Some brief advice on how to commission a design
project ©John Cameron 2001 |
| Creating
a design brief I have seen some design briefs that were an inch thick and others no bigger than a soundbite. I tend towards brevity. Winston Churchill famously demanded a report on the ability of the Royal Navy to fight a war, "on one side of a sheet of paper" The more important the task, the more effort should be spent making the objectives clear and the task simple. When I create a brief for the studio I tend to follow the following format. 1 Why What is the basic task. Why is it needed. What are the implications of success / failure. Has it been attempted before,have competitors anything to learn from. 2 Where What media is to be used, print, environment, internet. What is the life expectancy of the result 3 Who Who is the project aimed at. What do you know about them, their perceptions and expectations. 4 When Using the staged process, create a simple project schedule withdecision points at the end of each task (this helps budgeting too!) This timescale has to be realistic. If not you could face higher costs for more resources and out of hours work. Remember to add time for internal decision making and approvals. |
