2014 writing a brief
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18.02.2014 Matt Sinclair Writing a Brief
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element of writing a design brief presentation created by Matt Sinclair
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18.02.2014 Writing a Brief
Matt Sinclair
Writing a Brief
18.02.2014 Writing a Brief
What is a Design Brief?
18.02.2014 Writing a Brief
“A description of a project that requires some form of design”
Peter Phillips
Creating the Perfect Design Brief
What is a Design Brief?
18.02.2014 Writing a Brief
“A written description of a project mutually agreed between designer
and client”
What is a Design Brief?
18.02.2014 Writing a Brief
18.02.2014 Writing a Brief
18.02.2014 Writing a Brief
“A set of boundaries within which the designer should operate”
What is a Design Brief?
18.02.2014 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?
18.02.2014 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)
18.02.2014 Writing a Brief
What is a Design Brief?
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)
18.02.2014 Writing a Brief
What is a Design Brief?
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)
18.02.2014 Writing a Brief
What is a Design Brief?
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)
18.02.2014 Writing a Brief
“A living document, which changes throughout the project”
What is a Design Brief?
18.02.2014 Writing a Brief
A Brief is not the same as a Specification
What is a Design Brief?
18.02.2014 Writing a Brief
“As short as possible, and no shorter”
How Long is a Design Brief?
18.02.2014 Writing a Brief
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
18.02.2014 Writing a Brief
Exercise – Analysing a Design Brief
18.02.2014 Writing a Brief
Brand X is one of the top four manufacturers of handheld domestic cooking appliances globally, with
an annual turnover in 2012 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).
18.02.2014 Writing a Brief
Brand X is one of the top four manufacturers of handheld domestic cooking appliances globally, with
an annual turnover in 2012 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).
