The One-Page Project Design Brief
- Writer for DDI on Medium
- Jul 20, 2024
- 4 min read
Updated: Aug 29
The One-Page Project Design Brief is a bite-sized part of a larger network of documents — a filtration system for what will become your brand and visual brand. Based on information provided by you about your business, it offers a high-level view of the main goal, how to achieve it, and how the current challenges hinder it.
THE VALUE OF THE BRIEF
I like to say that “the brief is the foundation for the look and feel of your visual brand” or that “it highlights the position of your brand and where you can fly your freak flag.” And it’s true. Both are aspects crucial to getting a client from where they are, to where they want to be. But the brief is also “the value of a client to your business.”
For example, for my client XN General Insurance, their windscreen package for 1 client is $2500 -$10,000 TTDs. With over 500 clients and 4 types of insurance packages, they stand to make a lot of money with a clear voice that attracts the type of clients they’re going after.
What is 1 client worth to you? $21K-$50K in monthly retainer fees? What are you willing to invest to ensure your services are positioned to speak directly to your ideal clients so they’ll hear and respond?
What's the cost of working with people who sing your praises?
Is the cost of 1 client worth no longer feeling like an imposter because you know what you're talking about?
Haven't moved out of the “red ocean” of competition yet, what's the cost of 3 clients' ability to express what's different about you in unison?
HOW THE BRIEF ADDRESSES A PROBLEM
Regarding “the artwork not working”, for example, the brief strategically highlights specific concepts or behaviors you have that weaken the brand and threatens the project’s purpose. It then offers recommendations to avoid these pitfalls.
Many local businesses claim expertise, but a genuine grasp of the problems being solved for clients, and how you solve them is just one type of expertise. A disconnect between the voice and it's talking points adds another perspective to the claim.
For eg: “Clients come to us because we’re able to produce the amount of content they need at the level they need it to be within a certain time frame.” But with no idea of the basic steps involved nor any interest in finding out how you move the client from point A to point B, while claiming it as a stand-out aspect of what you're know for.
What's the point of mentioning it?
These inconsistencies weaken your brand voice and overall credibility.
After addressing your vocal issues in TheBrandConductor design interview, I focus on the visual reference points shared concerning the design of your website.
THE LAYOUT FOR THE WEBSITE AND SITEMAP
Visual References and Website Layout-
Wireframes have very little impact on the expectation of the finished product because it's just a frame. No one gets excited to buy a house because of the buleprint, they get excited because of seeing a finished product they like. This practice has served me well as it gets the client involved alongside ensuring that their visual identity align more closely with their positioning.
Customized Sitemap-
Clients keep associating the CEO Michael Richards with PhastraqVFX,
When does a client need a teams page? Is a picture worth a thousand words? Could the right type of photography show something words can't describe?
This section of the brief is about layout but with an emphasis on how each page it's adding to the overall brand experience rather than take away from it.
Book TheBrandConductor™ design interview to uncover the notes you need to hit to send the right message.
DELIVERABLES OF THE BRIEF
Once the scope of the project is fleshed out, determining what’s needed to execute the project is the next step.
A list of deliverables for the project and the deadline they need to be handed in is included in the brief for security purposes.
I try to take as much responsibility off the client’s hands but there are just some things the client has to give you. For example, XN General Insurance had to supply:
Email addresses and passwords
The Company Credit Card information (to purchase) -Their URL -Their local directory listing -Their Hosting -Their Business email accounts
Photography (taken by Nicholas Maxwell) -For The Home Page -For The About Page -For The Blog Page -For The easyCLAIMZ Page
Videography (done by Nicholas Maxwell) -For The easyCLAIMZ Page
Logos files
Redirect links to Beacon Insurance (the parent company)
Their Claim Forms -Motor -Property
Disclaimers
Privacy Policy
Copyright Policy
Agreements
Terms of Use
THE DESIGN BRIEF ISN'T A PROPOSAL
When you sign off on the brief, you acknowledge that it is the foundation of your project, which has already started. You are confirming your understanding and acceptance of all recommendations, deliverables, and timelines outlined in the brief, essential for the project’s successful execution. You also recognize that any deviation from this document will be treated as a new project, necessitating additional payment and the rescheduling of another design interview.
Listen to the core problem the article touched on here:
I am the Founder and Visual Brand Strategist at The BrandTUB
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