Template: design brief for customer assignments
The questions to be answered before design work starts
Complete the template with the customer at the start of the task. Everything written here is something you would otherwise have to guess—and guesses are the source of most detours and conflicts.
§1. Task
- 01What should be made (product/delivery — e.g. logo, brochure, campaign, social media package)?
- 02What media and formats should the delivery be used in (print, web, social media, large format)?
- 03What is the deadline — and are there partial deliveries along the way?
- 04What is the budget or the agreed timeframe?
§2. Sender and target group
- 01Who is the sender, and what does the company want to be known for?
- 02Who is the target group (age, situation, prior knowledge)?
- 03What should the target audience know, feel and do after viewing the material?
- 04Who are the main competitors, and how should we differentiate ourselves from them?
§3. Framework and material
- 01Are there design manuals, logo files, colors and fonts that must be followed?
- 02What material does the client supply (text, images, data) — and when?
- 03Are there legal requirements or fixed elements (labelling schemes, disclaimers, partner logos)?
- 04Who approves at the customer — and is there one central approver?
§4. Style and references
- 01Show 3-5 examples the customer likes — and ask why.
- 02Feel free to show examples the customer does NOT like — it sets limits just as well.
- 03Note keywords for the desired expression (e.g. exclusive, playful, technical, warm).
§5. Agreement and process
| Point | Agreed |
|---|---|
| Number of sketch directions/suggestions | |
| Number of correction rounds included | |
| Delivery format(s) | |
| Rights and file delivery | |
| Price for extra work beyond the agreement |