We asked creative director, Mel Rees, to have a think about what clients can do to help their designers meet their creative objectives and make the whole process as smooth as possible. We think they’re pretty straight-forward, but not thinking them through at the outset can make the whole experience slightly more stressful – for both parties!
1. Make sure you know what you want: It may sound obvious, but many people without marketing experience (and some people with it!) begin the design briefing process without having a clear idea of what they want to achieve. Write down your objectives for any campaign so you are able to explain them clearly and succinctly to yourself before trying them out on anyone else.
2. Make yourself easy to understand: Your business and brand is obviously clear in your mind, but it may not be clear to anyone else. Don’t expect your designer to be a mind-reader. Tell them all about your business – even if you think it’s irrelevant. Many descriptive words and expressions are subjective. What is ‘funky’ to one person may be ‘traditional’ to another. If you have specific design preferences, be clear or better still, use visual examples.
3. Let your designer be the designer: Don’t commission a designer and then immediately start designing the project yourself. When writing your brief, concentrate on your marketing objectives and allow your designer to interpret them. By all means be a part of the creative process and never let your designer bully you – but make sure your roles are properly defined.
4. Write it down: Have you ever phoned your designer, given them a 10-20 minute spiel and then expected them to deliver an award-winning campaign? And have you ever received totally unexpected results following this conversation? It simply doesn’t work. A written brief gives you both a point of reference when evaluating creative work. And it encourages you to explain your requirements in depth.
5. Plan ahead and understand your budget: To achieve value for money and the right results you need to understand how much bang you’ll get for your buck. Agree exact costs for each design element up front. Give your designer a really accurate project plan and check each element off, making sure you both understand where you are in the project at every stage.
Check out our creative briefing template here.
Mel Rees – Creative Director, VG&A