The One-Page Project Design Brief

image courtesy TheBrandTUB

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.

XN General Insurance branding | image courtesy TheBrandTUB

So what is 1 client worth to you?

$21K-$50K in monthly retainer fees?

Haven't moved out of the “red ocean” of competition yet?

What's the cost of a client's ability to express what's different about you?

HOW THE BRIEF ADDRESSES A PROBLEM

A client of mine told me, “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 he no idea of the basic steps involved nor had any interest in finding out how his company moves the client from point A to point B.

What's the point of claiming it as a stand-out aspect of what they're known for?

Regarding “the artwork not working”, these inconsistencies weaken the brand's voice, overall credibility, and that threatens the project’s purpose.

After addressing these kinds of vocal issues and offering recommendations to avoid these pitfalls in the design interview, I focus on the visual reference points.

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 in getting the client involved alongside ensuring that their visual identity align more closely with their positioning. 

Customized Sitemap-

This section of the brief has emphasis on how each page is adding to the overall brand experience rather than take away from it.

So for example, clients of PhastraqVFX 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?

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 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.

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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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