The Complete Graphic Designer

The Complete Graphic Designer

46

Designers are given specifi c visual

problems to solve that must meet

defi ned business objectives, be deliv-

ered within budget, and work with-

in a myriad of other possible con-

straints. These problems can range

in scope from designing brochures

or other marketing collateral to

developing an extensive corporate

identity for a company. Sometimes,

however, visual problems and their

goals may be more challenging;

for example, the company may

be trying to increase their market

share or appeal to an entirely dif-

Developing the

Creative Brief

(Opposite page) The creative brief

offers insight into the successful

attributes of an organization’s

identity or marketing collateral.

Comparing those with compet-

ing organizations allows for the

development of a unique solution

to a visual problem.

Design: Indicia Design

Because many design problems

have multiple phases or parts to

the fi nal solution, the creative brief

should include a detailed timeline for

the project. Creating a visual “map”

of dates for deliverables keeps

everyone involved on the same page

and the project on schedule.

Design: Dean Olufson

ferent audience than they have in

the past. In these cases, it is vital to

have a thorough brief that clearly

outlines the parameters. In some

cases, clients are not familiar with

what a brief needs to address and

will unknowingly provide the

designer with an incomplete brief

or vague goals. In this situation, it is

the designer’s responsibility to lead

the client in developing a creative

brief that outlines the task at hand

and provides a framework the

designer can work within.

Creative agencies or firms develop their

own creative procedures. Depending on the

size and scope of a project or the number

of individuals immersed in the problem, the

design process may be more involved. Clearly

communicating this process with clients at

the beginning of a project informing them of

the complexities inherent in solving visual

problems will not only make them feel more

involved and vested in the process, but will

also result in a smoother relationship.

Design: Willoughby Design

TB

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