Creating Perfect Design Br 1E PA

In one of the only books of its kind, a veteran design consultant offers the tools for success gained from nearly 30 years of developing corporate and brand identity programs. Readers will discover the most effective formats for design briefs, how to structure the best possible team, what distinguishes a great design brief from an adequate one, how to use the brief in project tracking, as a measuring tool, and as a means of getting approval for a design solution; and much, much more. Covers all the essential elements comprising an effective design brief Copublished with the prestigious Design Management Institute

Peter L. Phillips is a 30-year design industry veteran and internationally recognized expert in developing corporate and brand identity design programs. An author and brand identity consultant for many Fortune 500 companies, he lives in Marblehead, MA.

Foreword

ix

Introduction

xi

Acknowledgments

xv

Chapter 1 What Is a Design Brief Anyway?

1

(16)

The Format of a Design Brief

2

(1)

How Long Should a Design Brief Be?

2

(1)

Stir-frying a Creative Concept

3

(6)

The Core Creative Concept in Branding: A Streamlined Approach

3

(6)

When Do You Need a Design Brief?

9

(1)

Art versus Design

10

(1)

"Please Make My Ideas Look Good"

11

(1)

Designers Shouldn't Be Taxi Drivers

12

(2)

Proposals versus Design Briefs

14

(1)

Design Briefs Have a Great Many Uses

15

(2)

Chapter 2 Who Is Responsible for Developing a Design Brief?

17

(11)

Client or Partner?

18

(1)

Co-ownership

18

(1)

What Level Should the Co-owners Be?

19

(1)

Getting Started

20

(4)

Design Is Only One Ingredient of a Successful Business

24

(1)

Partners Need to Understand Each Other

25

(1)

The Design Brief Project Team

25

(3)

Chapter 3 Essential Elements of the Design Brief

28

(24)

Project Overview and Background

29

(4)

Category Review

33

(4)

Target Audience Review

37

(2)

Company Portfolio

39

(1)

Business Objectives and Design Strategy

40

(3)

Project Scope, Time Line, and Budget: The Phases

43

(3)

The Last Three Phases

46

(1)

Research Questions

47

(1)

Appendix

48

(1)

Some Final Words About Content

48

(4)

Chapter 4 Getting the Design Brief Approved

52

(5)

Purpose of Final Review

53

(1)

The Approved Brief

54

(1)

In-House versus External Design Agencies

55

(2)

Chapter 5 Using the Design Brief

57

(8)

The Phases

60

(1)

Testing

61

(1)

Target Audience

62

(1)

Using Other Sections of the Design Brief

63

(2)

Chapter 6 Competitive Analysis

65

(5)

The Most Common Approach

66

(2)

Assembling Competitive Material

68

(2)

Chapter 7 Establishing Credibility and Trust for Design

70

(30)

The Model

72

(2)

Paradoxical Leadership: A Journey with John Tyson

74

(4)

An Exercise to Get You Started

78

(3)

An Initiative from One Design Manager

81

(1)

Recognize the Business Role of Design

82

(4)

Mutually Valuable Relationships

86

(1)

What Went Wrong?

87

(3)

Implementing Efficient Work-with Processes

90

(1)

Should In-house Design Groups Charge a Fee for Design Work?

91

(4)

A Global Example of Working with Partners

95

(3)

Credibility and Trust

98

(2)

Chapter 8 Using the Design Brief in the Approval Process

100

(11)

The Design Brief as an Outline for Approval Presentations

102

(2)

Understanding the Final Approver

104

(2)

Anticipating Objections

106

(2)

What If You Can't Make the Presentation Yourself?

108

(1)

What If You Are Just Not Comfortable Making Presentations to Senior Managers?

109

(1)

A Final Word on Approvals

110

(1)

Chapter 9 What Is a Design Manager?

111

(17)

Developing a Framework for Design Management

112

(14)

So, What's My Answer to the Question, "What Do You Do?"

126

(2)

Chapter 10 Measuring Design Results

128

(5)

Good Design versus Effective Design

129

(2)

Value Measured in Dollars

131

(1)

Measurement Phase

132

(1)

Chapter 11 An Example of a Design Brief

133

(28)

Project Overview and Background

135

(1)

Category Review

136

(3)

Target Audience Review

139

(3)

Company Portfolio

142

(5)

Business Objectives and Design Strategy

147

(2)

Project Scope, Time Line, and Budget

149

(9)

Research Data

158

(2)

Appendix

160

(1)

Chapter 12 Anticipating and Overcoming Obstacles

161

(6)

Two Kinds of Obstacles

162

(3)

Dealing with Obstacles

165

(2)

Chapter 13 Creating a Plan for Moving Ahead

167

(7)

Step One

167

(2)

The PAR Formula

169

(1)

A Master Plan Needs to be Specific

170

(1)

Getting to the "Right" People

171

(1)

Obstacle Planning

172

(1)

Action Plan Formatting

172

(2)

Chapter 14 Lessons from the Trenches

174

(7)

DMI Seminars

176

(1)

Using the Model as a Guideline for Change

177

(4)

Appendix The Design Management Institute

181

(4)

Selected Bibliography

185

(2)

Index

187

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Creating Perfect Design Br 1E PA

Summary

Author Biography

Table of Contents

Supplemental Materials