writing a design brief
TRANSCRIPT
09.02.2016 Writing a Brief
Matt Sinclair
Writing a Brief
09.02.2016 Writing a Brief
What is a Design Brief?
09.02.2016 Writing a Brief
“A description of a project that requires some form of design”Peter Phillips
Creating the Perfect Design Brief
“A written description of a project mutually agreed between designer
and client”
What is a Design Brief?
09.02.2016 Writing a Brief
09.02.2016 Writing a Brief
“A set of boundaries within which the designer should operate”
What is a Design Brief?
09.02.2016 Writing a Brief
“A balancing act, between the current expertise of the client and the
desire to do something new”
What is a Design Brief?
09.02.2016 Writing a Brief
Existing Technology
Existing Manufacturing Expertise
Existing Materials Expertise
Existing Market Success
Existing Design(s)
What is a Design Brief?
New Technology
New Manufacturing Methods
New Materials
New Market Opportunities
New Design(s)
Existing Technology
Existing Manufacturing Expertise
Existing Materials Expertise
Existing Market Success
Existing Design(s)
New Technology
New Manufacturing Methods
New Materials
New Market Opportunities
New Design(s)
Existing Technology
Existing Manufacturing Expertise
Existing Materials Expertise
Existing Market Success
Existing Design(s)
New Technology
New Manufacturing Methods
New Materials
New Market Opportunities
New Design(s)
Existing Technology
Existing Manufacturing Expertise
Existing Materials Expertise
Existing Market Success
Existing Design(s)
New Technology
New Manufacturing Methods
New Materials
New Market Opportunities
New Design(s)
09.02.2016 Writing a Brief
“A living document, which changes throughout the project”
What is a Design Brief?
09.02.2016 Writing a Brief
A Brief is not the same as a Specification
What is a Design Brief?
09.02.2016 Writing a Brief
“As short as possible, and no shorter”
How Long is a Design Brief?
09.02.2016 Writing a Brief
Project Overview and Background Project Scope, Time Line
Category Review and Budget (Phases)
Target Audience Review Research Data
Company Portfolio Appendix
Business Objectives and Design Strategy
What Goes in a Design Brief?Project Overview and Background Project Scope, Time Line
Category Review and Budget (Phases)
Target Audience Review Research Data
Company Portfolio Appendix
Business Objectives and Design Strategy
Project Overview and Background Project Scope, Time Line
Target Market and Budget (Phases)
Target Audience Review Research Data
Company Portfolio Appendix
Business Objectives and Design Strategy
Project Overview and Background Project Scope, Time Line
Target Market and Budget (Phases)
Target Audience Review Research Data
Company Portfolio (see Appendix) Appendix
Business Objectives and Design Strategy
Project Overview and Background Project Scope, Time Line
Target Market and Budget (Phases)
Target Audience Review Research Data
Company Portfolio (see Appendix) Appendix
Project Design Strategy
Project Overview and Background Project Scope, Time Line
Target Market Timeline
Target Audience Review Research Data
Company Portfolio (see Appendix) Appendix
Project Design Strategy
Project Overview and Background Project Scope, Time Line
Target Market Timeline
Target Audience Review Research Data (see Appendix)
Company Portfolio (see Appendix) Appendix
Project Design Strategy
Project Overview and Background Project Scope, Time Line
Target Market Timeline
Target Audience Review Research Data (see Appendix)
Company Portfolio (see Appendix) Appendix
Project Design Strategy
Project Overview and Background Project Scope, Time Line
Target Market Timeline
Target cost (Retail or BoM) Research Data (see Appendix)
Company Portfolio (see Appendix) Appendix
Project Design Strategy
09.02.2016 Writing a Brief
Exercise – Analysing a Design Brief
09.02.2016 Writing a Brief
Brand X is one of the top four manufacturers of handheld domestic cooking
appliances globally, with an annual turnover in 2014 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).
09.02.2016 Writing a Brief
Brand X is one of the top four manufacturers of handheld domestic cooking
appliances globally, with an annual turnover in 2014 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).
Brand X is one of the top four manufacturers of handheld domestic cooking
appliances globally, with an annual turnover in 2014 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).
Brand X is one of the top four manufacturers of handheld domestic cooking
appliances globally, with an annual turnover in 2014 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).
Brand X is one of the top four manufacturers of handheld domestic cooking
appliances globally, with an annual turnover in 2014 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).
Brand X is one of the top four manufacturers of handheld domestic cooking
appliances globally, with an annual turnover in 2014 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).
Brand X is one of the top four manufacturers of handheld domestic cooking
appliances globally, with an annual turnover in 2014 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).
Brand X is one of the top four manufacturers of handheld domestic cooking
appliances globally, with an annual turnover in 2014 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).
Brand X is one of the top four manufacturers of handheld domestic cooking
appliances globally, with an annual turnover in 2014 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).
Brand X is one of the top four manufacturers of handheld domestic cooking
appliances globally, with an annual turnover in 2014 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).
Brand X is one of the top four manufacturers of handheld domestic cooking
appliances globally, with an annual turnover in 2014 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).
Brand X is one of the top four manufacturers of handheld domestic cooking
appliances globally, with an annual turnover in 2014 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).
Brand X is one of the top four manufacturers of handheld domestic cooking
appliances globally, with an annual turnover in 2014 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).
09.02.2016 Writing a Brief
Essentials of a Print Advertisement
Chairman
09.02.2016 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.”