A creative brief is like a foundation of a skyscraper. In this case "a skyscraper" is all design process steps and the final deliverables.
The brief works as a kind of guide that allows all team members to be on the same wavelength. And it also plays a key role in turning an idea from your dreams into something real. We believe that filling the brief is one of the main points that will ensure the success of the project in the future.
Let's start with the goals, expectations, clear objectives, and key features
What are you looking for? We understand that at the beginning of the work it is sometimes difficult to see a whole set of tasks. And it's okay, you can't predict everything, and a lot of things going to appear while development.
But it is critical to set clear goals. First, it increases the probability that the deliverables match expectations. Secondly, it makes these deliverables achievable in general. After all, when they are not well formulated, the process of "improvement" can be eternal.
One more important thing is that the agency team chooses certain design solutions depending on the vision of the Client's business goals. Therefore, the number of edits and the speed of the process depend on how well the Client and the agency understand each other. And the brief is the first step in this communication.
"The same tasks can be solved in different ways, depending on the vision and mission of the Client's company. The same features can look different. Therefore, it is very important for us to get the maximum amount of information before starting. We must understand that we will create a truly valuable product" — ANODA Design Team Lead.
Tell us more about yourself
What does your company do? How did the idea of its creation come about? How long have you been on the market? Who are your main competitors? What successful companies inspire you? What do your brand ambassadors look like?
The more the agency team learns about the Client's experience, the better they understand the company's mission and values. Details that may seem insignificant at first sight will actually help you generate great ideas.
Let's talk about a target audience
We always work by the design process. One of its first stages is UX research, during which we conduct user interviews and research the target audience of the future app. Or we try to learn more about the users of an already existing platform, if the Client needs, for example, a redesign. But it is also important to discuss the Client's vision of the portrait of the product's target audience.
We are talking not only about demographic indicators, but also the details of the users' lifestyles. After all, if you guess their interests, the product will resonate with them much better. It is necessary to understand well for whom each message in the app will be written. What are their hobbies, what jobs do they choose, how do they relax, what brands do they like, how do they make important life decisions, etc.
For example, we need to create a new digital wallet from scratch. This could be an app for young people who appreciate stylish and simple interfaces, and truly like it when brands use humor in their tone of voice. Or it is a financial solution for middle-aged people who need to feel the formality of messages because it brings a "security vibe" like a classic bank. Depending on the audience, the team will choose completely different design options.
Examples work better
No matter how detailed you describe something, everyone visualizes it in their own way. This also applies to setting tasks for designers. Therefore, providing examples will be very helpful to find common ground. The Client can provide:
- a link to a website /app whose design he likes (it is better to indicate what exactly he likes and why);
- study cases from Behance/ Dribbble;
- images associated with the product from Pinterest or Google Images;
- relevant fonts, logos, icons, etc.
Things you don't like and important historical data
This step is no less important than the others because it shows what NOT to do in the design. It can be about the personal Client's wishes, or about things that have not worked well in the history of the company. Of course, everything is individual, but it can help to avoid a few changes in the future. And this significantly speeds up the complicated process.
Usually, each project has its own previous history. You may have worked with this product in the past, but something went wrong. Or have launched a similar project and had some important experience working with it. Please share this information as it can also help prevent a lot of mistakes.