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Writing a Brief
Writing a Brief
Matt Sinclair
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Writing a Brief
What is a Design Brief?
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Writing a Brief
What is a Design Brief? “A written description of a project mutually agreed designer description of a project that requires some form between of design” and client”
Peter Phillips Creating the Perfect Design Brief
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Writing a Brief
What is a Design Brief? “A set of boundaries within which the designer should operate�
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Writing a Brief
What is a Design Brief? “A balancing act, between the current expertise of the client and the desire to do something new�
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Writing a Brief
What is a Design Brief? Existing Technology
New Technology
Existing Manufacturing Expertise
New Manufacturing Methods
Existing Materials Expertise
New Materials
Existing Market Success
New Market Opportunities
Existing Design(s)
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New Design(s)
Writing a Brief
What is a Design Brief? “A living document, which changes throughout the project�
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Writing a Brief
What is a Design Brief? A Brief is not the same as a Specification
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Writing a Brief
How Long is a Design Brief? “As short as possible, and no shorter�
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Writing a Brief
What Goes in a Design Brief? Project Overview and Background
Project Scope, Time Line
Category Target Market Review
and Budget (Phases) Timeline
Target cost Audience (Retail Review or BoM)
Research Data (see Appendix)
Company Portfolio (see Appendix)
Appendix
BusinessDesign Project Objectives Strategy and Design Strategy 08.10.2013 13DSC031
Writing a Brief
Exercise – Analysing a Design Brief
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Writing a Brief
Brand X is one of the top four manufacturers of handheld domestic cooking appliances globally, with an annual turnover in 2012 of $87 million. It employs more than 6000 people in Europe and Asia and retails in over 150 countries.
As part of Brand X’s strategy to monetise the increasingly affluent urban rental market, it is seeking to launch a range of electrical goods aimed at couples living in apartments. This target market is likely to be aged from 25-50, employed, but without children. They appreciate good quality handheld cooking appliances and are willing to pay more than average for them. The range would initially be launched in Europe before expanding to incorporate the US and Chinese markets. You are asked to design an electric kettle which will communicate Brand X’s reputation as an innovative design leader. It should utilise Brand X’s manufacturing expertise in high performance injection moulded polymers, whilst justifying the increased price through new material treatments and on-trend colours. The design should be aesthetically pleasing to the target market. A current catalogue showing Brand X’s product portfolio is included as an appendix. Sign-off on the final design concept is required 8 weeks from the date of briefing. Prototype design concepts will be shown at the Cooking Devices World Trade Fair to gain feedback from potential customers. Design support will be required through to the E1 project milestone (tooling release).
08.10.2013 13DSC031
Writing a Brief
Brand X is one of the top four manufacturers of handheld domestic cooking appliances globally, with an annual turnover in 2012 of $87 million. It employs more than 6000 people in Europe and Asia and retails in over 150 countries.
As part of Brand X’s strategy to monetise the increasingly affluent urban rental market, it is seeking to launch a range of electrical goods aimed at couples living in apartments. This target market is likely to be aged from 25-50, employed, but without children. They appreciate good quality handheld cooking appliances and are willing to pay more than average for them. The range would initially be launched in Europe before expanding to incorporate the US and Chinese markets. You are asked to design an electric kettle which will communicate Brand X’s reputation as an innovative design leader. It should utilise Brand X’s manufacturing expertise in high performance injection moulded polymers, whilst justifying the increased price through new material treatments and on-trend colours. The design should be aesthetically pleasing to the target market. A current catalogue showing Brand X’s product portfolio is included as an appendix. Sign-off on the final design concept is required 8 weeks from the date of briefing. Prototype design concepts will be shown at the Cooking Devices World Trade Fair to gain feedback from potential customers. Design support will be required through to the E1 project milestone (tooling release).
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Writing a Brief
Essentials of a Print Advertisement
Chairman
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Writing a Brief
A high-end luxury mobile phone, based on the brand heritage and technologies of Ulysse Nardin, a Swiss watch manufacturer. Price range should be comparable to watches using the same materials, based on ‘simple’ movements (i.e. non complications). Proposal is three tiers: $12,500, $25,00, $50,000. Production volume is expected to be 5,000 per annum across the three tiers. Other brands, notably Vertu and Goldvish, demonstrate a viable market opportunity. Neither have an established heritage, which provides an advantage for a brand such as Ulysse Nardin. Descriptors include conservative, classic, impeccable quality, understated, connoisseur appeal. Typical customer will be male, mid 30’s - mid 50’s. 50% of sales expected to be in Russia. Product should be a coupling of analogue and digital. Key to this is the incorporation of a watch rotor to provide charge to the battery. Modularity / Customisation is a key criteria. The product’s manufacture and assembly should be flexible to allow for alternative material and design configurations, special editions and bespoke customisation. A modular approach also allows for the future possibility of licensing the platform to other luxury brands. Integrity of materials is non-negotiable. No plastic. No ‘fake’ materials (plating, metallic painting, etc.). All parts will be hand finished. The product will be hand assembled. Production volumes favour machining rather than tooling wherever possible. Tactility is crucial to the impression of quality. This means tactile feel through keys etc, but also the weight of the product, surface finishes of materials. Some quotes: “First, ‘I must touch’. Then ‘I must own’.” “You can’t get too expensive but you can get too cheap.” 08.10.2013 13DSC031
Writing a Brief
From: From: Shannon Shannon Walkley Walkley Date: Date: Monday Monday 21 21 June June 2010 2010 9.37am 9.15am To: To: David David Thorne Thorne Subject: Re: Poster Subject:Re: Poster
From: David Thorne Date: Date:Monday Monday21 21June June2010 201010.17am 9.26am To: Shannon Walkley Subject: Subject: Re: Re: Re: Poster
yeah Hi ok thanks. I know you dont like cats but I am really worried about mine. I and have I opened the screen door yesterday to at 1pm today. myleave cat got out and has been missing since then so I was wondering if you are not to busy you could make a poster for me. It has to be A4 and I will photocopy it and put it around my suburb this afternoon.
Dear Shannon, I never said I don't like Icats. That is shocking news. Luckily was sitting down when I read your email and Attached as requested. not half wayposter up a ladder or tree. Regards, David. Although I have two clients expecting completed work this afternoon, I will, of course, drop everything and do whatever it takes to facilitate the speedy return of Missy. Regards, David.
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Writing a Brief
08.10.2013 13DSC031
Writing a Brief
From: From: David David Thorne Date: Monday 21 June 2010 10.46am 10.28am To: Shannon Walkley Subject: Subject: Re: Re: Re: Re: Re: Re: Re: Poster
From: From: Shannon Shannon Walkley Walkley Date: Date: Monday Monday 21 21 June June 2010 2010 10.33am 10.24am To: To: David David Thorne Thorne Subject: Re: Poster Subject:Re: Re:Re: Re:Re: Re:Re: Re:Re: Poster Thatsthats just stupid. Can youlooking do it properly yeah not what I was for at please? I am emotional over the all. it looks likeextremely a movie and how come this and upisallsonight in tears. you photo of was Missy small? seem to think it is funny. Can you make the photo bigger please and fix the text and do it in colour please. Thanks.
Dear Shannon, HavingIt's worked withthing. designers for is a few years a design The cat lost in the now, I would have assumed you understood, negative space. despite our vague suggestions otherwise, we do not welcome constructiveRegards, criticism. David. I don't come downstairs and tell you how to send text messages, log onto Facebook and look out of the window. I am willing to overlook this faux pas due to you no doubt being preoccupied with thoughts of Missy attempting to make her way home across busy intersections or being trapped in a drain as it slowly fills with water. I spent three days down a well once but that was just for fun. I have amended and attached the poster as per your instructions. Regards, David
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Writing a Brief
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Writing a Brief
From: Shannon Walkley Date: Monday 21 June 2010 10.59am To: David Thorne Subject: Re: Re: Re: Re: Re: Re: Re: Re: Poster This is worse than the other one. can you make it so it shows the whole photo of Missy and delete the stupid text that says missing missy off it? I just want it to say lost.
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Writing a Brief
08.10.2013 13DSC031
Writing a Brief
From: David Thorne Date: Monday 21 June 2010 11.32am To: Shannon Walkley Subject: Awww
From: Shannon Walkley Date: Monday 21 June 2010 11.21am To: David Thorne Subject: Re: Re: Re: Re: Re: Re: Re: Re: Re: Re: Poster
Dear Shannon, yeah can you do the poster or not? I just want a photo and the word lost and the telephone number and when and where she was lost and her name. Not like a movie poster or anything stupid. I have to leave early today. If it was your cat I would help you. Thanks.
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I have attached the amended version of your poster as per your detailed instructions. Regards, David..
Writing a Brief
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Writing a Brief
From: From: Shannon Shannon Walkley Walkley Date: Monday 21 June 2010 12.07pm 11.47am To: David Thorne Subject: Re: Awww Re: Re: Awww
From: David Thorne Date: Monday 21 June 2010 11.58am To: Shannon Walkley Subject: Re: Re: Awww
Please justmy use thewhere photodid I gave you.that Thats not cat. you get picture from? That cat is orange. I gave you a photo of my cat.
I know, but that one is cute. As Missy has quite possibly met any one of several violent ends, it is possible you might get a better cat out of this. If anybody calls and says "I haven't seen your orange cat but I did find a black and white one with its hind legs run over by a car, do you want it?" you can politely decline and save yourself a costly veterinarian bill. Regards, David.
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Writing a Brief
08.10.2013 13DSC031
Writing a Brief
From: Shannon Walkley Date: Monday 21 June 2010 12.34pm To: David Thorne Subject: Re: Re: Re: Re: Re: Awww I didnt say there was a reward. I dont have $2000 dollars. What did you even put that there for? Apart from that it is perfect can you please remove the reward bit. Thanks Shan..
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Writing a Brief
08.10.2013 13DSC031
Writing a Brief
From: Shannon Walkley Date: Monday 21 June 2010 12.51pm To: David Thorne Subject: Re: Re: Re: Re: Re: Re: Re: Awww Can you just please take the reward bit off altogether? I have to leave in ten minutes and I still have to make photocopies of it...
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Writing a Brief
08.10.2013 13DSC031
Writing a Brief
From: Shannon Walkley Date: Monday 21 June 2010 1.03pm To: David Thorne Subject: Re: Re: Re: Re: Re: Re: Re: Re: Re: Awww Fine. That will have to do
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Writing a Brief