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

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

by Peter L. Phillips

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Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage by Peter L. Phillips

In the only book of its kind, now revised and updated with the latest research on the topic, veteran design consultant Peter L. Phillips offers the tools for success gained from nearly thirty 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, as a means of getting approval for a design solution, and much, much more. By covering all of the essential elements of an effective design brief, this unique and empowering guide will help you to ensure that the goals of your corporate design strategy are met.

Product Details

ISBN-13: 9781621532279
Publisher: Skyhorse Publishing
Publication date: 07/01/2012
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 240
File size: 722 KB

About 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.

Table of Contents

Chapter 1What Is a Design Brief Anyway?1
The Format of a Design Brief2
How Long Should a Design Brief Be?2
Stir-frying a Creative Concept3
The Core Creative Concept in Branding: A Streamlined Approach3
When Do You Need a Design Brief?9
Art versus Design10
"Please Make My Ideas Look Good"11
Designers Shouldn't Be Taxi Drivers12
Proposals versus Design Briefs14
Design Briefs Have a Great Many Uses15
Chapter 2Who Is Responsible for Developing a Design Brief?17
Client or Partner?18
What Level Should the Co-owners Be?19
Getting Started20
Design Is Only One Ingredient of a Successful Business24
Partners Need to Understand Each Other25
The Design Brief Project Team25
Chapter 3Essential Elements of the Design Brief28
Project Overview and Background29
Category Review33
Target Audience Review37
Company Portfolio39
Business Objectives and Design Strategy40
Project Scope, Time Line, and Budget: The Phases43
The Last Three Phases46
Research Questions47
Some Final Words About Content48
Chapter 4Getting the Design Brief Approved52
Purpose of Final Review53
The Approved Brief54
In-House versus External Design Agencies55
Chapter 5Using the Design Brief57
The Phases60
Target Audience62
Using Other Sections of the Design Brief63
Chapter 6Competitive Analysis65
The Most Common Approach66
Assembling Competitive Material68
Chapter 7Establishing Credibility and Trust for Design70
The Model72
Paradoxical Leadership: A Journey with John Tyson74
An Exercise to Get You Started78
An Intiative from One Design Manager81
Recognize the Business Role of Design82
Mutually Valuable Relationships86
What Went Wrong?87
Implementing Efficient Work-with Processes90
Should In-house Design Groups Charge a Fee for Design Work?91
A Global Example of Working with Partners95
Credibility and Trust98
Chapter 8Using the Design Brief in the Approval Process100
The Design Brief as an Outline for Approval Presentations102
Understanding the Final Approver104
Anticipating Objections106
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 Approvals110
Chapter 9What Is a Design Manager?111
Developing a Framework for Design Management112
So, What's My Answer to the Question, "What Do You Do?"126
Chapter 10Measuring Design Results128
Good Design versus Effective Design129
Value Measured in Dollars131
Measurement Phase132
Chapter 11An Example of a Design Brief133
Project Overview and Background135
Category Review136
Target Audience Review139
Company Portfolio142
Business Objectives and Design Strategy147
Project Scope, Time Line, and Budget149
Research Data158
Chapter 12Anticipating and Overcoming Obstacles161
Two Kinds of Obstacles162
Dealing with Obstacles165
Chapter 13Creating a Plan for Moving Ahead167
Step One167
The PAR Formula169
A Master Plan Needs to be Specific170
Getting to the "Right" People171
Obstacle Planning172
Action Plan Formatting172
Chapter 14Lessons from the Trenches174
DMI Seminars176
Using the Model as a Guideline for Change177
AppendixThe Design Management Institute181
Selected Bibliography185

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