What is there to learn from Victoria's Secret briefs when it comes to a great design brief?
- They cover everything that needs to be, but always leave a little something to the imagination.
There's a little more to a great brief than what can be learnt from some sexy lingerie, so below are a few of my tips that will help your designer get to know you, understand your vision & niche, as well as help you speak the same language.
S T A R T H E R E
Get clear on these essentials then let your designer guide you through the creative process.
How are you different to those in your niche, or how do you want to be different? Think about this from multiple angles... Price, Variety, Features, Benefits, Availability, Convenience, Customer Service, Your Story (how, why or where you do your business)
Who's your audience & ideal customer? What's their age bracket, their income, where do they hang out? What tastes, attitude & lifestyle to they lead and what are they attracted to?
If there are any styles or colours you don't want to see, make sure your designer knows.
If you're not familiar with any design language - pin, pin, pin, all the things that speak to you and how you'd like your brand to be seen... Pretend your brand is a house, an outfit, a dessert - pin all these things, don't just stick to images related to your niche. This collection of images will enable your designer to recognise the aesthetic attributes you're drawn to even if you're finding it tricky to describe.
Being flexible with your timeframe will give yourself and your designer enough time to get it just right... You don't want to have compromise on quality just to meet a deadline.
Be as detailed as possible with all the information you provide, communicate - don't hesitate to give feedback and ask questions, neither of you are mind readers.