Terry Yeardley, C2 Clear Creative

We’re pleased to welcome guest blogger Terry Yeardley of C2 Clear Creative with his top tips for PR companies when briefing in a design agency.

“I started working with the team at Wild Card over 12 months ago, initially on their Little Chef account. Over the last year, our working relationship and understanding has really grown and we now collaborate on a variety of projects across a range of clients and sectors.

It’s always refreshing to receive a design brief from the team at Wild Card. They are a PR agency that really understands the design process and how crucial a good design brief can be. Wild Card really knows how to gather the ingredients of a clear and detailed brief removing all the guesswork from a project. This approach maximises the designer’s time and ultimately saves the client money. For us we always go by the motto that ‘the best projects are born from great briefs that inspire’.

A good design brief is vital to a successful project and serves as a constant reference for the designer during the creative process. The design brief doesn’t have to be a long document: it can be short, snappy and to the point, as long as the right components are there. A well-written brief gives clarity to the design challenge ahead and leaves no uncertainties.

My top 5 tips for a good design brief are:

1. Background

Provide your chosen agency with a client profile or background information, this is crucial for a designer to start understanding the project – even just a short summary can make all the difference. Include information on the history of the company and its competitors. Any details which will help the designer get a feel for the business, brand and ethos, is a perfect way to start a project.

2. Objectives & Goals

This is another key area of any brief, and helps create a clear design strategy. This section should include values, feelings and messages that the design needs to convey, and examples of designs the client likes – and just as importantly don’t like – which will give the designer valuable insight.

3. Budget & Schedule

Understanding the budget the client has to work from the outset allows the designer to tailor their services and this gives the client the best return on their investment. Sometimes clients have certain deadlines due to events, product launches or trade shows – this needs to be clearly communicated to the designer before embarking on a project together to allow for forward planning and to ensure all expectations are met on time.

4. Target Audience

Knowing your target audience is essential to any design project. A good way to communicate this is to describe your target audience in terms of age, sex, wealth or other demographics.

5. Restrictions

Brand guidelines, copy content and use of imagery or Illustration is something that also needs to be communicated to the designer in the initial brief. Does the client have a logo, photography and brand guidelines to follow? Or are they open to new concepts and completely ‘fresh ideas’?

C2 Clear Creative is a graphic and web design agency working closely with a wide range of clients – corporate and retail, sole traders through to mid-scale companies. The team ensures all aspects of every project are fully considered from the outset which allows the team to create the most effective and tailored approach.

C2 Clear Creative work across numerous disciplines including branding, marketing, website and online development, and can take any project from its initial outline and conception through to the completed product. The team believe in user-friendly and effective design communication for all projects, no matter how big or small.