A client is a person or organisation requesting a design to be made. Clients include an individual, a small business owner and a multi-national company.

The client

A client is a person or organisation requesting a new design. They might be a multi-national corporation, a small business or an individual. We learn how to describe our client by explaining the nature of their business and its aims.

When students are writing a brief they need to conduct some research into their client. Students should find out details about them. Explore their background and what motivates them.

Watch the video at right. Describe the owners of Memobottle as a client. Discuss who they are and what their business aims are.

Read the 'Memobottle' story to gain a greater insight into this innovative Australian company.

model analysis

sample question

Describe the client 'Memobottle' for a brief.

sample answer

'Memobottle' is an international company originally based in Melbourne. Their two co-founders Jesse Leeworthy and Jonathan Byrt were moved by the amount of environmental waste produced by single use plastic water bottles. They decided to design a range of more permanent water bottles that would suit design and environment conscious students and office workers. In addition they incorporated a social benefit for disadvantaged people, by making a donation to '' for each bottle sold.

They are an online company without a traditional showroom.

The are winners of the 'Gold A'Design' 2016 and 'Good Design Award' 2017.

This answer is prepared from information found at Retrieved 7 April, 2019.

model analysis

sample question

Describe the client 'Lush' for a brief.

sample answer

‘LUSH’ is a privately-owned cosmetics firm established by two people in the UK to design and sell natural hair and beauty products. Initially making hand made products based on the look of fruit and vegetables they also created original scents. LUSH have expanded and lavishly designed concept stores can be found in shopping centres around the world. Their target market is young urban adult women ages 18 – 45. They have strict advertising and ethical policies. Believing that they should not waste money on advertising and that animals should not be used for testing of cosmetics.


Good designers know and describe their client in a detailed profile. Important dimensions include the kind of business, the scope and location and their mission.

First, describe the kind of business your client is. Some kinds of businesses are:

  • a manufacturing industry,
  • a government institution,
  • a non-government organisation (NGO) or charity,
  • an educational institution,
  • an online, tech-based or internet based business,
  • an entertainment business,
  • a food or beverage manufacturing industry,
  • an automotive industry,
  • a branch of a local government or shire - festival organiser, etc.
  • a media industry.

Second, develop a clear understanding of the scope and size of their business. Give the location of the business. Some examples are;

  • Multi-national, catering to a global market,
  • Large, catering to the mass market,
  • Small or medium business, catering to a national or local market,
  • Boutique - catering to a small or niche market,
  • An individual - a personal client requesting a one off design,
  • Old - an established business,
  • Young or new - a new initiative or 'start-up'.

Third, describe your clients' business mission or values. This involves capturing the businesses' overall aim. It's the reason why they exist. Some examples of a mission or values statement are;

  • to provide sustainable and recyclable packaging for the food industry,
  • to provide world wide and free access to news stories,
  • to ensure that more of the world's peoples are fed and nourished,
  • to celebrate cultural diversity and unite people through free events,
  • to increase safety in the work environment.


When beginning a design process, we are faced with challenge of choosing a client. Sometimes, we are given a brief with an existing client, but if we are beginning the SAT in Unit 3, we have to nominate our own. You may choose between,

  • real or existing client (whom you don't know), like Ikea,
  • real or existing client (whom you know) like a plumber who is your uncle,
  • create a totally new This will involve choosing a name and creating a client profile based on the dot points above.

It doesn't really matter how a student chooses their client. However, there are two considerations to keep in mind.

First, if students think their designs will incorporate the client's company logo or other copyright or trademark material, how realistic is it 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 of Nike, Adidas or Lamborghini.

The second consideration is, ensuring that a real client will give you enough scope to produce a comprehensive folio. Family members, may not be aware of student's needs regarding the depth and breadth of their study.