Following on from the previous article, I would like to emphasise the importance of the design brief. It is a highly underrated tool that I consider essential for approaching a project with clear knowledge and foundations from the outset.
The design brief is a powerful, well-structured document that acts as a bridge between the client and the designer. When well crafted, it is an important ally throughout the creative development of the brand.
It is true that I have previously written a post focused on briefs and research. On this occasion, I am going to present you with a brief template that you can adapt to your project, as well as an example of a fictional brand so that you can put the value of this document into context. Let’s briefly review what a brief is.
What is a design brief and why should you take it seriously?
A creative or design brief is basically the starting point for any creative project. It is a document that contains all the information needed to understand what needs to be designed, why, for whom, and with what objectives. It is like a treasure map before you set off on your quest: it does not guarantee that the path will be easy, but it does ensure that you will not get lost along the way before reaching your goal.
How does having a design brief benefit us?
Having a brief before you start designing has many advantages:
- You save valuable time. When there is clarity from the outset, misunderstandings, back-and-forth exchanges, and endless revisions (which involve countless versions: latest, latest-latest, truly latest, final final version…) that can burn anyone out are reduced.
- Improve the quality of your work. With a solid foundation, the design is constructed with meaning, consistency, and alignment with the client’s objectives.
- Strengthen your relationship with the client. Having a brief demonstrates professionalism, organisation and commitment to the project. It’s like saying, “I care about what you’re doing and I want to help you make it a success.”
What happens if we do not have a design brief?
However, without a good brief, the designer works blindly, interpreting the client’s needs as best they can, and is unlikely to get it right. Furthermore, having a brief helps a lot throughout the design process, even when you have to take steps backwards. Without it, we don’t have that reference to consult if we get stuck during the creative development. The client, for their part, may become frustrated because the result is not what they were looking for, even if they never fully explained it.
As a result, we waste our time and that of the client, we wear ourselves out, we work more than necessary, and working relationships can even break down. Without a brief, we improvise, and although creativity also has its magic in improvisation, a design project needs structure to shine.
What should a design brief for brand creation include?
A brief answers questions. But not just any questions. Key questions that allow the designer to put themselves in the client’s shoes and thus understand the soul of the project, its raison d’être and its values. Here is a basic but very functional list:
1.- General project information
- What is the name of the brand? (if you already have one).
- Is it a new brand or a redesign?
- What is the purpose of the project?
2.- Brand context
- How did the brand come about?
- What is the story behind it?
- What has worked and what has not worked to date?
3.- Target audience
- Who is it aimed at?
- How old is your audience?
- Does any genre predominate?
- What motivates or interests you?
4.- Brand personality
- What values does the brand represent?
- Which three of these values do you think best define it?
- How would you like it to be perceived?
- If it were a person, what would it be like?
5.- Design objectives
- What exactly do you need? (logo, colour palette, typography, stationery, social media, web design…)
- What is the aim of this design?
6.- Competitors
- Who are your main competitors?
- What do you like or dislike about them?
7.- Visual appeal
- What visual styles do you like?
- Are there any colours, shapes or references you would like the design to reflect?
8.- Restrictions
- Is there anything that should NOT be done?
- Do you have corporate colours that must be maintained?
- Is there anything specific that should be avoided?
9.- Deliverables
- What do you need to receive?
- In what format do you require it?
- When do you need it?
10.- Budget and deadline
- What is the available budget?
- How is it allocated to the different areas of work?
- What are realistic deadlines?
- Is there a defined schedule?
On many occasions, you will find that your potential client does not have a brief or does not even know what it is. That’s okay. That’s why I recommend having a basic brief ready to offer your clients. Here is a basic design brief template that you can use and adapt to the needs of your project.
Example of a design brief
Let’s now look at an example of a fictional coffee shop brand. This example would simulate the customer’s answers to the questions asked. This will give us a better understanding of what a brief consists of, the valuable information it can provide us about the customer, and how to structure it:
Project name: Café Errante
Project type: Complete brand creation for a new coffee shop.
1.- General project information:
We are going to open a speciality coffee shop in the centre of Madrid. The project is called ‘Café Errante’ and we want to create the entire visual identity from scratch: logo, colour palette, typography, packaging, menus, website design and social media.
2.- Background and context:
We are two friends who have travelled around the world tasting coffees and learning about extraction methods. We decided to open this business to share that passion, focusing on exotic coffees, fair trade and offering a different experience.
3.- Target audience:
· Young adults between the ages of 25 and 40.
· Coffee lovers, creative types, travellers, freelancers.
· People looking for a quiet place to work remotely, read or find inspiration.
· Urban lifestyle, with environmental awareness.
4.- Brand personality:
· Adventure, discovery, passion.
· Closeness, warmth, conversation.
· We want the brand to convey authenticity, culture and a bohemian touch.
If it were a person: it would be a travelling friend who always has a good story to tell and recommends books or bands to you.
5.- Design objectives:
· Create a unique identity that does not resemble typical coffee franchises.
· Make the logo memorable, with an adventurous touch without being obvious.
· Convey a sense of exploration, adventure, and new sensations.
· Ensure it works well on different media: cups, coffee bags, Instagram, etc.
6.- Competitors:
· Local roasters such as Toma Café, La Colectiva, and Hola Coffee.
· We like their clean designs, but we want something with more character.
· We want to move away from the hipster or monochromatic style. We are looking for warmth and life.
7.- Visual inspiration:
· We like the aesthetics of travel journals, old postage stamps, earthy colours and textured illustrations.
· We like the clean branding of brands such as Blue Bottle, but also the more narrative style of Passenger Coffee.
· Favourite colours: terracotta, olive green and navy blue.
· Typography: distinctive, but legible.
8.- Restrictions:
· Avoid fluorescent or highly saturated colours.
· Nothing too childish or cartoonish.
· We do not want a logo that is only typographic. We are looking for a combination of symbol + text.
9.- Deliverables:
· Main logo + alternative versions (horizontal, symbol only, etc.).
· Visual identity manual.
· Editable template for Instagram.
10.- Budget and deadlines:
· Budget: €2,200
· Ideal deadline: 4 weeks, with partial weekly deliveries for review.
As a result, this document provides us with valuable and fairly clear information about the client we are dealing with. It tells us about their tastes, concerns, lifestyle, history and why they want to embark on this new adventure. In fact, it could be a good exercise to develop this fictional brand, couldn’t it? I encourage you to do so.
Finally, I just wanted to add a little tip for both clients and designers when tackling a design brief:
If you are a customer:
Take your time to respond in detail. This is the moment to express the project you have in mind with words. Be honest; if there are things you dislike, say so. Provide references, even if they are just random ideas. Trust the designer’s judgement, but offer them a solid foundation on which to work their magic.
If you are a designer:
Ask any questions you need to, but above all, listen actively. If something is unclear, ask for clarification before using your imagination. Use the brief as a guide throughout the creative process and make the client feel supported, not judged.
Conclusion
The design brief is not a simple formality. It is an essential tool for ensuring that everyone is on the same page from the beginning. It is not about filling out forms for the sake of it, but rather about building a common understanding that serves as a compass throughout the process.
This way, design ceases to be a leap into the unknown and becomes a path with a clear direction, where both the client and the designer can feel confident, creative and focused on achieving something that really works. Before starting a project, brief first and design later. Always.
Hi, I’m Roberto Vidiella.
I am the founder and Creative Director of VIDI. I am passionate about graphic design, and through this blog, I aim to deepen my knowledge and share what I have learned throughout my career. If you leave me a comment, you will help me continue learning and improving, and it will make me very happy!