The Brief.
A Brief is a written document that clearly identifies and describes the work a designer is about to undertake. It is intended to clarify exactly what the designer will produce for their client and what limits or boundaries the client has for their designs. Limits are known as constraints and are used to form Design Criteria. Students will use this Design Criteria to evaluate Design Ideas, Concepts and Solutions during the Design Process. On this page, you will find a heap of practical ways to learn about how to write a brief. Begin with tasks that unpack the meaning of the terms used in the Brief, then move on to drafting and completing your brief.
Takeaways
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The Brief
A brief is a written document that clearly identifies and describes the work a designer is about to undertake. It serves as a kind of checklist that explains what the designer will do. It identifies a communication need (based on the design problem) and the constraints around solving it. It becomes part of a designer's contract and is used for the evaluation of the designer's work.
- Focus on Problems, Not Solutions
The brief should describe what the client needs or desires without mentioning specific design solutions, as defining solutions too early can limit creative thinking. - Structure Matters
A well-organised brief includes essential components like client description, target audience characteristics, communication needs, purpose, context, design constraints and expectations, and presentation formats. - Constraints Drive Creativity
Design constraints and client expectations form the backbone of design criteria that will be used to evaluate ideas throughout the design process. - Real-World Application
The brief serves as both a planning tool and a contract-like document that can be used by teachers for assessment and by students to evaluate their own design solutions.
WHAT IS A BRIEF?
A brief is a document that is written as a result of a designer or a client identifying a communication need. A communication need refers to a design problem. The Brief is a kind of checklist that explains what the designer will do.
In Visual Communication Design, the Brief is written at the end of the Define stage of the Design Process.
The Brief identifies a problem and the constraints around solving it. Sometimes, problems regarding a student's inability to think creatively, stem from when their Brief defines a solution rather than describing a design problem. The brief also identifies deliverables that the designer must create for the client. In our study, deliverables are called presentation formats.
HOW AND WHEN DOES A BRIEF ORIGINATE?
A Brief begins in different ways and at different times, according to the nature of the client, the field of design and the communication need. A Brief can be informal notes written by a designer during a conversation with a client or a formal document delivered to designers. Typically, a Brief begins with dot points and then undergoes a process of clarifying and re-writing aspects of a design problem and its constraints and expectations in meetings with a client. Following this process, a return Brief is written by a designer and shared with the client for final approval. A Brief becomes part of a designer's contract and is used for evaluation of the designer's work.
WHAT ARE DESIGN CRITERIA?
CAUTION
Good to know
SPECIFICALLY, FOR THE YEAR 12 SAT IN VCD
Teachers and students must consult the relevant documentation for their course. Specifically, the ‘Study Design for Visual Communication Design’ and the ‘VCE Visual Communication Design: Administrative information for School-Based Assessment’ in the relevant year, both published by VCAA, must be used for up-to-date requirements of a Brief for the School Assessed Task. This information details the content required for a Brief, the formats to be used and word limits. They also document the requirements regarding when a brief is to be written when it is to be signed off by the teacher and the descriptor for the assessment of a Brief.
format of A BRIEF
There is no specific format required for a Brief. However, suggestions include a letter or email from a client or a document containing subheadings. Briefs written from time to time in different Areas of Study will have different requirements and kinds of deliverables. A Brief for the SAT in VCE VCD requires the student to identify and describe two communication needs that have arisen from the Discover and Define stages of the Design Process, and two final presentations that satisfy those needs. The content shown on this page is for the Brief students write for the SAT in Year 12. Briefs either given by the teacher or written by the student, in other year levels may be simpler versions of the ones shown on this page.
Contents of a Brief
A Brief typically contains the following information:
- Detailed description of the client
- Description of one or two design problems
- Description of the target audience or user characteristics (This may be written above the
- communication needs where the target audience or user characteristics are the same for both communication needs or it may need further clarification further down as each communication need may be directed to different audiences or users),
- Communication need or presentation 1
- Description of communication need 1
- Purpose of communication need 1
- Context for communication need 1
- Constraints and expectations relating to communication need 1
- Proposed presentation format 1
- Communication need or presentation 2
- (Refocus of target audience or user characteristics for communication need 2 if required)
- Description of communication need 2
- Purpose of communication need 2
- Context for communication need 2
- Constraints and expectations relating to communication need 2
- Proposed presentation format 2
For a variation on this format please see the sample Brief in the assessment task for Unit 1 Outcome 1.
Model answer
sample Brief
CLIENT
Nick Bakker is a well-known Dutch DJ, record producer and songwriter who has produced and released over 5 albums, all either winning an award or receiving a nomination. Now, in 2019, he has come up with the idea of creating a new Electronic Dance Music (EDM) festival, that will run for two days, which will showcase a range of EDM producers who will travel to perform at the Hisense Arena located in Melbourne, Australia. Naming his festival, Triangulum after his love for space, stars and galaxies, he will be inviting some of the most famous EDM producers who have inspired him throughout his musical career to do what he loves most; perform for the people. Not only will there be artists everyone knows, Bakker will also be inviting some up-and-coming artists who need some exposure to the music world. Through this festival, he wishes to help those in need of guidance, concerning their music pathway, and wants to bring people together through the power of music.
TARGET AUDIENCE
The target audience consists of males and females, aged 18 and over. They live in various locations within Australia and are willing to travel from their home states to Melbourne for the event. The festival will also be aimed at those who live in Melbourne. As it is aimed at those who are 18 and over, they have a middle to high socioeconomic status, so they will have some disposable income to allow them to purchase tickets to music festivals. The target audience will either be studying in university or may already be working. As the festival does incorporate artists who all produce music for the Electronic Dance genre, the target audience is expected to hold an interest in the EDM culture as well as an interest in getting involved in social gatherings. The target audience is expected to enjoy going out of their way to go to music festivals and performances while displaying high levels of energy and their love of music and a lively environment and atmosphere.
PRESENTATION 1: BRANDING AND FESTIVAL MERCHANDISE COMMUNICATION NEED 1
The client requires the design of the brand identity for the Triangulum Festival. The client also requires that the design be applied to a range of merchandise to build brand awareness of the festival.
PURPOSE
To promote and identify Nick Bakker’s Triangulum music festival through the logo created during the design of the brand identity, allowing for differentiation from other music festivals.
CONTEXT
The Triangulum logo will be applied to a range of merchandise materials, such as t-shirts and hoodies, which will be sold during the festival at merchandise stands all around the venue. The logo will also be featured on the promotional poster, website and tickets.
CONSTRAINTS AND EXPECTATIONS
The branding must symbolise the festival’s style of music in a creative way. The logo must incorporate some inspiration from galaxies and stars, whether it be with the use of colours, shapes or symbols. As it takes inspiration from all things space, appropriate colours should be used, such as purples, blues, pastel colours and greens. Colours that represent nature, the galaxy and all things that have any relation to space such as the sun, the stars and the planets. The client has also requested that the logo is able to work in a variety of different scales allowing for it to be applied to a range of different contexts.
PRESENTATION FORMAT
The possible final presentation format is a visual identity board which includes the final logo as well as the logo applied to a range of carries such as merchandise material.
PRESENTATION 2: PROMOTIONAL POSTER AND FESTIVAL PACK COMMUNICATION NEED 2
The client requires the design of promotional posters and festival packs that will be used to inform the patrons of the artists playing and provide them with a guide for the festival.
PURPOSE
To advertise and promote the Triangulum festival to the target audience and expose it to the public, encouraging them to buy tickets to come to the festival. The festival pack will then guide and inform those attending the festival.
CONTEXT
The promotional poster will be printed and posted around the entire city of Melbourne along the sides of buildings. Digitally, the poster will up on their website for their target audience to see. The tickets will be printed and mailed out to those who purchase them as well as a lanyard and plastic card for those in VIP areas.
CONSTRAINTS AND EXPECTATIONS
PRESENTATION FORMAT
The possible final presentation format includes a presentation board presenting the finalised promotional poster and festival pack items. A physical mock-up of the pack and items included may also be produced.
task
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1.1 What is a Brief?
Discuss or brainstorm answers to the following prompts;
- What do you understand by the term ‘Brief’?
- How could someone request a designer to design something? How would it be best to record the request?
- Why would a request be best if it was written down?
- How can a written request be used to evaluate the effectiveness of the work a designer does?
1.2 WHAT IS A CONTRACT?
Discuss or brainstorm answers to the following prompts;
- How could a Brief be regarded as a contract? How could a brief be used as part of a designer’s contract?
- How could you use your Brief to evaluate your design solutions?
- How could a Brief be used by your teacher to assess your work?
- Are there any other subjects at school that require students to describe what they intend to write or do before they start work?
- What are two reasons why teachers ask students to describe what they are about to do before they start?
TERMS WITHIN A BRIEF
The Brief is organised under several subheadings. These are to help a student describe all of the aspects of the design problem they have identified in the Define stage of the Design Process. Each heading refers to a different aspect of a required design. Writing a Brief with an organised structure assists students to checklist actions, directing and focussing the visualisation and development of Design Ideas and Concepts and directing and focussing critical and reflective annotations written to describe and evaluate design decisions during the Design Process. This section will unpack the headings in a Brief.
Client
A client is a (real or fictitious) person or organisation requesting a new design. A client can be referred to by their name or their position. For example, a director of …, or the marketing manager of … The client might represent a multi-national corporation, own a small business or be an individual. A client can be a real person or company. Alternatively, a student may be better suited to make up a fictitious client. Either way is fine. Following the identification of a client, students need to conduct some research into their client and explore their background to find out what motivates them. Below are three useful ways to help students elaborate on a client.
- the kind of business
- the location, scope or reach of business
- the mission or values of the business
Kinds of Business
The most elementary way to begin to describe a client is to describe the kind of business they represent. The nature of a business and the sector it operates in will influence the designs that are made for it. Students need to learn how to describe the sector businesses operate in and the services they provide.
Examples of kinds of businesses include;
- a catering company
- an automotive manufacturer
- a travel agent
- a florist
- a university
- a TV streaming company.
- a government department,
- a non-government organisation (NGO)or charity,
- an educational institution,
- an online, tech-based or internet-based start-up,
- an entertainment business,
- a food or beverage manufacturer,
an arts organiser for a local government or shire
LOCATION, SCOPE OR REACH OF BUSINESS
Next, we describe where the business is based, and the scope or reach of the business that is acting as our client. Businesses are all very different from each other, so their scope will affect the outcomes of a designer’s ideas and solutions.
Categories of location and scope of businesses are;
- A London-based multi-national firm, catering to a global market
- A Sydney-based, large firm, catering to the Australian market
- A Geelong-based, small or medium-sized business, catering to a national or regional market
- A Ballarat-based boutique business, catering to a small or niche market
- An individual living in Footscray; a personal client requesting a one-off design
- An old and established hairdresser catering for people in Toorak
- A Hong-Kong-based, new initiative or 'start-up' company catering to a global market
BUSINESS MISSION AND VALUES
Thirdly, describe your business mission or values. This involves capturing the businesses' overall aim. It's the reason why they exist. Many businesses are founded on an idea. For example, to create environmentally sustainable products. In addition, not all businesses exist to make money. There are ‘non-government organisations’ (NGOs) like the United Nations, Red Cross, UNESCO, and charities like St Vincent’s, Salvation Army and Anglicare. There are also other welfare organisations like Headspace, Lifeline and RUOK.org.au. These organisations all request new designs.
It is within business values that the concepts of a visual identity can be found. Students should think hard about the values of their clients as this is a major factor that shapes the use of Visual Language in designing solutions. Some examples of business missions and values are;
- to provide sustainable and recyclable packaging for the food industry
- to provide ethically sourced material for clothing
- to provide worldwide and free access to news stories
- to ensure that more of the world's people are fed and nourished
- to celebrate cultural diversity and unite people through free events
- to increase safety in the work environment.
task
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2.1 KINDS OF BUSINESSES
Name the category of business for each of the following companies. Identify the sector and describe what each business provides to the public. (Note: I have shown large businesses for familiarity but teachers could identify some smaller, local ones to enrich this task).
- MacDonald’s
- World Vision
- Toyota
- Priceline
- Origin
- Boeing
- Salvation Army
- Coles
- Tesla
- Channel 9
- JellisCraig
- Flightcentre
- Sony
- Breville
- Bunnings
- Melbourne University
- Country Road
- Netflix
- Ikea
- Officeworks
2.2 identify the scope of business
Identify three companies that have extremely different scopes and reach. Describe the scope and reach of all three.
2.3 DESCRIBE MISSION AND VALUES
Seek out and identify a business that has social or environmental concerns as part of its goals. Describe their mission and the work they do to achieve it.
2.4 DESCRIBE Client
Describe one of the following businesses as a client using the three aspects listed above. Choose one from;
design problem
What exactly is a design problem and how is it framed (written)? Identifying and describing a design problem is key to creating opportunities for the most creative Design Ideas. A design problem describes a need a client, audience member or user has. It is the article a design solution will fulfil. Students can find a detailed process for framing a design problem by clicking here. This section is on the Discover phase of the Design Process page.
The key idea in writing a design problem is to describe what the client desires, without mentioning a solution. A chair as a design problem is ‘a device to support a person, legs bent in a relaxed and upright fashion’. The following tasks ask students to frame design problems that may have led to the innovation or invention of a range of products. Students must define one or two design problems in their Brief.
task
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3.1 Design Problems
Here is a range of products and services that were all designed. Choose one from the list below and describe the design problem it fulfilled before it was designed. Remember, you can’t mention the solution in your answer.
- iPod
- Uber
- Eye chart
- Hair dryer
- Bike
- Printer
- Computer
- Your teacher
- Velcro
- Moveable type
3.2 CONSIDER KINDS OF PROBLEMS GROUP 'POST IT' TASK
As a class think about what kinds of problems you would like to solve at school or in the world. These can be social, economic, environmental or simply the need for a new kind of product. Describe one problem or need on each Post it. Share them on a table. Read them and as similarities arise, group them together in categories. Using Convergent thinking to consider and choose the most valid design problem for your group? Why are you attracted to that need?
TARGET AUDIENCE OR USER CHARACTERISTICS
Another key component of the Brief is describing the people to whom a message, object, environment or interactive experience is directed. These people are known as the target audience or users. When students are writing a Brief for the SAT they should consider if the target audience or user characteristics are the same for both communication needs or if they are different. If they are the same, they can describe the audience once, above the headings for each communication need. If they are different, they should describe each audience or user characteristics separately under each heading for the communication needs.
Describing a target audience or user characteristics centres around three pillars. These are;
- Demographic information
- Psychographic information
- Behavioural patterns
A detailed discussion of describing target audiences and user characteristics can be found here.
task
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4.1 Describe audiences
COMMUNICATION NEED
A communication need is a brief summary of the design problem. It is used as a handle for the aspects or design criteria following. A communication need is also called a ‘design need’ or an ‘environmental, object, message or interactive experience need’ depending on the field of design it is within. When describing a communication need, students should continue to be mindful to resist the temptation to describe a design solution. For example, the communication need for a smartphone might read, ‘A pocket-sized personal communication device for making phone calls, text messages, using social media that is connected to the internet’.
task
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5.1 Describe communication needs
PURPOSE
Students describe the purpose of the presentation format in their Brief. They may also describe the function of the communication need. Generally, students will make presentation formats intended to be delivered to a client. The purposes of designs include the following;
- Evoke emotional responses
- Identify, denote or brand
- Influence opinion and behaviour
- Communicate information
- Depict or illustrate
- Make a social comment
Visual communication presentations may address more than one purpose. Students should also take care to ensure that the designs for their SAT are different in purpose and intent. Further information on Purposes for designs can be found here.
task
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6.1 Describe purpose
Choose one of the designs you selected for Task 5.1. Visit the page on Purposes. Describe the function of the design then consider, what would be an appropriate presentation format to present the design as an idea to a client. Identify one Presentation Format that could be used and describe the purpose of this presentation.
CONTEXT
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7.1 Describe context
DESIGN CONSTRAINTS
Probably the most significant aspect of a Brief is the constraints and expectations set by the client or as a result of the needs of the users. Constraints and expectations will form the backbone of Design Criteria students will use to evaluate their Design Ideas, Concepts and Solutions at various stages of the Design Process. In addition, the constraints and expectations in a Brief are articulated when students are presenting design concepts in Design Critiques and the Pitch. Constraints and expectations may be written in paragraph form but it is often clearer to use dot points.
Constraints generally refer to physical limits or requirements for a Design Solution related to its function. These include things such as;
- size
- durability
- text, image content
- materials
- usability
- language
- paper stock
- safety requirement
Expectations generally refer to aspects of a design that are desirable or are related to aesthetic qualities. These include things such as;
- style
- colour schemes
- mood
- user experience
task
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8.1 Identify constraints and expectations
Choose another design you can see, in any of the four design fields. Identify and describe the design. Consider and suggest two constraints and two expectations that may have been present in the Brief.
Further details on constraints can be found here.
PRESENTATION FORMAT
task
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9.1 Presentation format
Visit the page on Presentations and suggest a presentation format that could be used to present the following three design solutions to a client.
- A student desk
- A logo
- A bus stop
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10.1 ADDRESSING COMPONENTS OF A BRIEF
For further practice with using design terminology for a Brief, try the tasks below. Your teacher may put you into table groups (or ask you to do this individually). Discuss one (or all) of the communication needs below. Write up your results and share your ideas.
Communication need 1:
A visual mark to identify an independent record label based in an inner-urban, hipster area of town.
- Describe a specific target audience referring to two audience characteristics
- Describe the function of the design and the purpose of a presentation
- Identify two contexts where it could be seen
- Identify two functional constraints and one aesthetic expectation.
- Identify two possible presentation formats
Communication need 2:
An area for kids to ride and do tricks on skateboards at night.
- Describe a specific target audience referring to two audience characteristics
- Describe the function of the design and the purpose of a presentation
- Identify two contexts where it could be seen
- Identify two functional constraints and one aesthetic expectation.
- Identify two possible presentation formats
Communication need 3:
An interactive experience that tells people about the social evils of discrimination.
- Describe a specific target audience referring to two audience characteristics
- Describe the function of the design and the purpose of a presentation
- Identify two contexts where it could be seen
- Identify two functional constraints and one aesthetic expectation.
- Identify two possible presentation formats
Communication need 4:
A transportation system for regional areas for families that uses 100% renewable energy.
- Describe a specific target audience referring to two audience characteristics
- Describe the function of the design and the purpose of a presentation
- Identify two contexts where it could be seen
- Identify two functional constraints and one aesthetic expectation.
- Identify two possible presentation formats
Jump to
WRITING A BRIEF
It's time to begin drafting and writing a brief. For students doing the SAT in Year 12, this is done at the end of the Define stage of the Design Process. Follow the steps below to write yours.
THE BRIEF
Now that we have learnt how to identify, describe and explain all of the necessary components of the brief, it's time for students to draft one for themselves.
Please note: students must have chosen their client and design problems in order to proceed with writing their Brief. Students follow the tasks below to complete and submit their Briefs.
CAUTION
Good to know
Two important considerations
Firstly, if students think their designs will need to incorporate the client's company logo or other copyright or trademark material, they are advised to consider how realistic it is that they will be able to obtain written permission to reproduce them. If their folio turns out really well, and their work is selected for exhibition (Top Designs) or similar, they will require a written copyright release. It is fairly unlikely that students will obtain permission to reproduce logos from firms like Nike, Adidas or Lamborghini.
Secondly, students should exercise caution when choosing to use a real client. Whilst real people such as family, friends or relatives add authenticity to the design challenge, they may not be aware of student's needs regarding the depth and breadth required in their study. Teachers should ensure that a real client will give students enough scope to produce a comprehensive folio.
task
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11.1 SET UP YOUR DOCUMENT
Create a new file. Copy in the subheadings in accordance with the sample brief above. Ensure the structure is complete. Save and close the file.
11.2 DRAFT BRIEF
Prepare a draft of your brief. Fill in as much as you can beneath each subheading. Submit it to your teacher for feedback.
11.3 WRITE BRIEF
Review your work and complete your brief. Add space for teacher and student sign-off and date. Format in Illustrator if desired.
11.4 SIGN OFF BRIEF
Submit your Brief to your teacher for signing off.