Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage

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In one of the only books of its kind, a veteran design consultant offers the tools for success gained from nearly 30 years of developing corporate and brand identity programs. Readers will discover the most effective formats for design briefs, how to structure the best possible team, what distinguishes a great design brief from an adequate one, how to use the brief in project tracking, as a measuring tool, and as a means of getting approval for a design solution; and much, much more. • Covers all the essential elements comprising an effective design brief • Copublished with the prestigious Design Management Institute

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Product Details

  • ISBN-13: 9781581153248
  • Publisher: Skyhorse Publishing
  • Publication date: 3/28/2004
  • Pages: 224
  • Product dimensions: 6.00 (w) x 9.00 (h) x 6.10 (d)

Meet the Author

Peter L. Phillips is an internationally recognized expert in developing corporate design management strategies and programs. He has more than thirty years of experience as a senior corporate design manager, consultant, author, and lecturer. He distinguished himself in the corporate world as director of corporate design for the Gillette Company and as director of corporate identity and design for Digital Equipment Corporation. In both positions, he had global responsibilities for managing strategic design functions. He lives in Marblehead, Massachusetts.
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Table of Contents

Foreword ix
Introduction xi
Acknowledgments xv
Chapter 1 What Is a Design Brief Anyway? 1
The Format of a Design Brief 2
How Long Should a Design Brief Be? 2
Stir-frying a Creative Concept 3
The Core Creative Concept in Branding: A Streamlined Approach 3
When Do You Need a Design Brief? 9
Art versus Design 10
"Please Make My Ideas Look Good" 11
Designers Shouldn't Be Taxi Drivers 12
Proposals versus Design Briefs 14
Design Briefs Have a Great Many Uses 15
Chapter 2 Who Is Responsible for Developing a Design Brief? 17
Client or Partner? 18
Co-ownership 18
What Level Should the Co-owners Be? 19
Getting Started 20
Design Is Only One Ingredient of a Successful Business 24
Partners Need to Understand Each Other 25
The Design Brief Project Team 25
Chapter 3 Essential Elements of the Design Brief 28
Project Overview and Background 29
Category Review 33
Target Audience Review 37
Company Portfolio 39
Business Objectives and Design Strategy 40
Project Scope, Time Line, and Budget: The Phases 43
The Last Three Phases 46
Research Questions 47
Appendix 48
Some Final Words About Content 48
Chapter 4 Getting the Design Brief Approved 52
Purpose of Final Review 53
The Approved Brief 54
In-House versus External Design Agencies 55
Chapter 5 Using the Design Brief 57
The Phases 60
Testing 61
Target Audience 62
Using Other Sections of the Design Brief 63
Chapter 6 Competitive Analysis 65
The Most Common Approach 66
Assembling Competitive Material 68
Chapter 7 Establishing Credibility and Trust for Design 70
The Model 72
Paradoxical Leadership: A Journey with John Tyson 74
An Exercise to Get You Started 78
An Intiative from One Design Manager 81
Recognize the Business Role of Design 82
Mutually Valuable Relationships 86
What Went Wrong? 87
Implementing Efficient Work-with Processes 90
Should In-house Design Groups Charge a Fee for Design Work? 91
A Global Example of Working with Partners 95
Credibility and Trust 98
Chapter 8 Using the Design Brief in the Approval Process 100
The Design Brief as an Outline for Approval Presentations 102
Understanding the Final Approver 104
Anticipating Objections 106
What If You Can't Make the Presentation Yourself? 108
What If You Are Just Not Comfortable Making Presentations to Senior Managers? 109
A Final Word on Approvals 110
Chapter 9 What Is a Design Manager? 111
Developing a Framework for Design Management 112
So, What's My Answer to the Question, "What Do You Do?" 126
Chapter 10 Measuring Design Results 128
Good Design versus Effective Design 129
Value Measured in Dollars 131
Measurement Phase 132
Chapter 11 An Example of a Design Brief 133
Project Overview and Background 135
Category Review 136
Target Audience Review 139
Company Portfolio 142
Business Objectives and Design Strategy 147
Project Scope, Time Line, and Budget 149
Research Data 158
Appendix 160
Chapter 12 Anticipating and Overcoming Obstacles 161
Two Kinds of Obstacles 162
Dealing with Obstacles 165
Chapter 13 Creating a Plan for Moving Ahead 167
Step One 167
The PAR Formula 169
A Master Plan Needs to be Specific 170
Getting to the "Right" People 171
Obstacle Planning 172
Action Plan Formatting 172
Chapter 14 Lessons from the Trenches 174
DMI Seminars 176
Using the Model as a Guideline for Change 177
Appendix The Design Management Institute 181
Selected Bibliography 185
Index 187
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