<p>The Seamstress — Design Brief</p><p>Thank you so much for taking the time to fill this in. If you’ve never filled in a design brief before, here are some resources to help get you started: http://seamstress.net.au/why-write-a-design-brief/ http://www.cleardesignuk.com/design-brief.html http://www.davidairey.com/10-tips-for-writing-graphic-design-briefs/</p><p>The following design brief is broken down into several categories: • About you • About your audience • About the project • About the project's key message • About the project's details</p><p>If you find that some of these questions have no relevance to you, feel free to leave them aside – I'll clarify things with you if I need further info.</p><p>Time permitting, take all the time you need – this may raise questions you haven't considered, and that's ok, it's designed to get you thinking strategically about your goals. </p><p>About you</p><p>Tell me about your brand. Give me a background. What services, products, art and / or interests do you create, provide and / or represent?</p><p>...</p><p>What are the main objectives of your brand?</p><p>...</p><p>What values and voice does your brand currently reflect? Are there other qualities your brand is striving to represent? </p><p>Brand Voice... Brand Values...</p><p>If you had only a maximum of ten key words, how would you describe your brand's attributes to your audience? </p><p>Eg. artisan, expressive, saavy...</p><p>...</p><p>What are your strengths and opportunities?</p><p>...</p><p>What are your threats and weaknesses?</p><p>... What are your goals for the next twelve months? </p><p>...</p><p>What are your biggest goals? What stands in your way?</p><p>...</p><p>What are your current brand guidelines? Do you have any in place? How crucial is it to retain your current look and feel?</p><p>...</p><p>Think about your existing brands visual communications. Have you received any positive and / or negative feedback? </p><p>Eg. Website user experience, marketing messages, brand differentiation</p><p>...</p><p>Please list your competition. Provide website links where possible.</p><p>...</p><p>How does your brand differentiate among your competitors? </p><p>...</p><p>About your audience</p><p>Describe your target audience. What demographics, characteristics do you know about them? List, if you have a primary, secondary, third market. Tell me about their age, sex, income level, location, occupation, purchasing habits, the issues they may face around your product / service.</p><p>...</p><p>Have you conducted research relating to your target audience? </p><p>Eg. Website analysis, focus groups, surveys, feedback</p><p>...</p><p>How do your clients / customers / audience benefit from your brand?</p><p>...</p><p>Explain how your clients / customers / audience experiences your brand.</p><p>...</p><p>What do your clients / customers / audience say about your brand? How do they perceive you? </p><p>Eg. voice, values, user benefits, user experience, reasons to buy / support</p><p>... About the project</p><p>What is the design problem? Provide me with a summary of the project. What are the main reasons for commissioning and undertaking this project? </p><p>Eg. We're a national organisation that was a pioneer in the mental health sphere ten years ago. Today there are many more organisations doing similar work and we need to renew and re-distinguish ourselves as the category leader. We are planning to redesign our brand and are in need of the consultation, guidelines and graphic elements in order to implement this. </p><p>...</p><p>How did this design problem arise? </p><p>...</p><p>What are the goals you are planning to achieve by addressing the design problem? </p><p>Eg. Financial Gains / An Investment / Recognition / Audience Interaction</p><p>...</p><p>What are the project deliverables that you believe will address the design problem? What are we creating? </p><p>Eg. Branding Guidelines PDF Document, Logo Update, New Colour Palette, Design Elements, Illustrations x 5 for marketing materials, an A4 Advertising Flyer template, Stationery update, website redesign etc. </p><p>...</p><p>What does success look like to you? How will you measure the project's success? </p><p>Eg. Mailing list campaign & website traffic. Online and offline campaign & increase in use of services.</p><p>...</p><p>About the project's key message </p><p>What is the key message you wish your audience to take away from this project? How do you want them to react / feel / act? </p><p>...</p><p>About the project's details</p><p>What is your timeframe for this project? Are there any key dates or outside factors that deadlines will need to be adhered to?</p><p>... How many contacts are involved in this project? Is there a final decision–maker or group of key decision–makers? Will there be other people involved in the process? Please provide a list of key contacts and their contact details.</p><p>Eg. investors / other departments / management etc? </p><p>...</p><p>Are there any mandatory items required? </p><p>Please provide any assets (logos / images etc) that are to be included in the project. High Resolution is preferable: PDF, JPG, PSD, AI, EPS files at 300dpi are best.</p><p>...</p><p>Is there text / copy in the project? </p><p>Please provide all text once it has been finalised and proof–read. Showing clear hierarchy of text is also helpful. Word or PDF files are accepted. </p><p>...</p><p>Do you have any samples / inspiration you would like to share? </p><p>Visual aids can help assist me to understand your needs as well. Please send through anything you feel helps you explain the project – screenshots, links, scans, sketches, inspiration etc. Please send these with your brief.</p><p>About the things Nat may have missed</p><p>Please let me know if you have any additional information relevant to the project. </p><p>...</p><p>Oh! Thank goodness this part's over!</p><p>Please send this brief and any supporting material back to me via email — [email protected]</p><p>I'll get back to you shortly with any questions I may need clarification on. Cheers! </p><p>Nat.</p><p>...</p>