Creative Brief

who are you designing for?

Who are you designing for?

Who are you designing for? 1920 703 Nathaniel Seevers

The Design Dichotomy

Whether you’re an individual designer or part of a design team or simply someone in a company who has some say in the final design output, you carry with you a heavy question.

“Who is this design for?”

One the one hand, knowing your audience and creating pieces that will resonate is a crucial part of any brand communication.

On the other hand, stepping outside of your authentic self as a company or a designer for the sake of chasing trend can ultimately water down the relationships your brand is working to build.

So there’s your line. Draw it. Paint it. Walk it. But how?

Set the goals of the design first thing.

Here’s where we can fall behind right from the start. All too often the goals for a design project go something like, “we need a label design for this salsa. Make it look awesome. Go.”

Your definition of awesome and my definition of awesome may be completely different. Not to mention the customer might think both of our definitions of awesome are, well, not so awesome.

Good design requires some sense of space for creativity, sure, but some context and direction is just as important. What are the goals for our new salsa label? Just to be awesome? That’s too broad. Do we want it to stand out on the shelf? Speak to our fresh ingredients? Prepare people for just how stupid hot it is? Are we marketing to the buyer who cares about locally sourced or organic?

Thinking about and documenting all of the requirements and considerations in a creative brief takes some of the guesswork out and gets you thinking about your audience.

Ask yourself what you bring to the design table.

This is where we shift focus for a bit from the recipient to the messenger. Reflect on your collective works for a moment. What are the consistencies in your design that you want to carry through to this project? Are there brand characteristics to be considered? Especially if this is part of a brand extension.

Remember, “a camel is a horse designed by a committee.”

Internal meetings happen. Client meetings happen. Opinions happen. And often times in these “happenings” design by committee can be the result. It’s important to establish a filter for the noise. Ideally this can start in the Goals Phase by only having the people involved who absolutely need to be involved in the design process and when it comes down to it, trust has to be placed on the right person to make the final edits.

The NY Times wrote a piece a few years ago about the difference in design approach between Apple and Google. It’s nicely summed up in the photo below but the full article is well worth the read.


You can’t be everything to everyone and you shouldn’t. That holds more true for design than possibly anything else because when you set out to create something for everyone to love chances are no one will. So who are you designing for?

Photo credit: ANGELOUX via Compfight
Adapted by Shout Out Studio
Illustration via NY Times / Peter Arkle


Show Them Your Creative Briefs

Show Them Your Creative Briefs 1920 700 Nathaniel Seevers

You don’t have to be a big-time ad agency or even run a traditional “creative” business to benefit from a creative brief. Maybe you’ve hired an outside team to help you design and build a new website or refresh your logo. Maybe your marketing team is about to get started on Linkedin ads. Both of these examples benefit from a creative brief.

So who is it for and what does it do?

A common misconception is that the creative brief is for the client. Nope. It’s not entirely for the creative team either. It’s for both.

A well-constructed brief put together by the creative team harnesses all the important details of the project and frames it in a way that provides validation between client and team and sets a track for the creative team to move forward upon. When the creative team gets the client to sign off on the brief they’ve helped to reduce second-guessing from both sides. It’s all right there in the brief.

In order to accomplish this, however, a good creative brief needs to answer at least the following questions: read more

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