Design Brief

StaceyAnderson / Brand name TBC
September 2020

Vision

What is your vision?

Primary and Secondary Goals

What are the primary and secondary goals – what do you want the brand to achieve?

Target Audience

Who is your audience/target market? There may be primary and secondary audiences. Also consider who makes up these audiences thinking about age, gender, location, occupation and characteristics and core motivations. Who are we talking to, what do they currently think of us? Why should they care?

Competition

Who, if anyone is in competition to your venture? These can be direct or indirect competitors. What are they telling the audience that we should be telling them? What differentiates us from them?

Key Messages

What are the key messages you would like to communicate to the target audience? What do you want them to take away?

Key Direction

What is the key direction for the brand – what should it embody. What design aesthetic are looking to achieve. In short this section is about working out the overall direction for the look and feel.

Keywords

How do you want your new website to make people feel, what do you want them to think and takeaway after they see the site (i.e ‘established’ ‘approachable’ ‘professional’). These are adjectives that describe the tone and ‘voice’ of the website.

Colour Palette & Typography

Do you have a colour palette in mind? Are there any colours you would like to see included or excluded?
Do you have preference around typeface?

Benchmarks

Are there any examples of brand you like that you can identify and describe what you like about them. It can also be helpful to look at brands you don’t like and why you don’t like them. These do not have to be industry specific it is more to give us direction on design taste.

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