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Creating the Perfect Design Brief : How to Manage Design for Strategic Advantage - Peter L. Phillips

Creating the Perfect Design Brief

How to Manage Design for Strategic Advantage

Paperback Published: 1st March 2004
ISBN: 9781581153248
Number Of Pages: 224

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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

Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Forewordp. ix
Introductionp. xi
Acknowledgmentsp. xv
What Is a Design Brief Anyway?p. 1
The Format of a Design Briefp. 2
How Long Should a Design Brief Be?p. 2
Stir-frying a Creative Conceptp. 3
The Core Creative Concept in Branding: A Streamlined Approachp. 3
When Do You Need a Design Brief?p. 9
Art versus Designp. 10
"Please Make My Ideas Look Good"p. 11
Designers Shouldn't Be Taxi Driversp. 12
Proposals versus Design Briefsp. 14
Design Briefs Have a Great Many Usesp. 15
Who Is Responsible for Developing a Design Brief?p. 17
Client or Partner?p. 18
Co-ownershipp. 18
What Level Should the Co-owners Be?p. 19
Getting Startedp. 20
Design Is Only One Ingredient of a Successful Businessp. 24
Partners Need to Understand Each Otherp. 25
The Design Brief Project Teamp. 25
Essential Elements of the Design Briefp. 28
Project Overview and Backgroundp. 29
Category Reviewp. 33
Target Audience Reviewp. 37
Company Portfoliop. 39
Business Objectives and Design Strategyp. 40
Project Scope, Time Line, and Budget: The Phasesp. 43
The Last Three Phasesp. 46
Research Questionsp. 47
Appendixp. 48
Some Final Words About Contentp. 48
Getting the Design Brief Approvedp. 52
Purpose of Final Reviewp. 53
The Approved Briefp. 54
In-House versus External Design Agenciesp. 55
Using the Design Briefp. 57
The Phasesp. 60
Testingp. 61
Target Audiencep. 62
Using Other Sections of the Design Briefp. 63
Competitive Analysisp. 65
The Most Common Approachp. 66
Assembling Competitive Materialp. 68
Establishing Credibility and Trust for Designp. 70
The Modelp. 72
Paradoxical Leadership: A Journey with John Tysonp. 74
An Exercise to Get You Startedp. 78
An Intiative from One Design Managerp. 81
Recognize the Business Role of Designp. 82
Mutually Valuable Relationshipsp. 86
What Went Wrong?p. 87
Implementing Efficient Work-with Processesp. 90
Should In-house Design Groups Charge a Fee for Design Work?p. 91
A Global Example of Working with Partnersp. 95
Credibility and Trustp. 98
Using the Design Brief in the Approval Processp. 100
The Design Brief as an Outline for Approval Presentationsp. 102
Understanding the Final Approverp. 104
Anticipating Objectionsp. 106
What If You Can't Make the Presentation Yourself?p. 108
What If You Are Just Not Comfortable Making Presentations to Senior Managers?p. 109
A Final Word on Approvalsp. 110
What Is a Design Manager?p. 111
Developing a Framework for Design Managementp. 112
So, What's My Answer to the Question, "What Do You Do?"p. 126
Measuring Design Resultsp. 128
Good Design versus Effective Designp. 129
Value Measured in Dollarsp. 131
Measurement Phasep. 132
An Example of a Design Briefp. 133
Project Overview and Backgroundp. 135
Category Reviewp. 136
Target Audience Reviewp. 139
Company Portfoliop. 142
Business Objectives and Design Strategyp. 147
Project Scope, Time Line, and Budgetp. 149
Research Datap. 158
Appendixp. 160
Anticipating and Overcoming Obstaclesp. 161
Two Kinds of Obstaclesp. 162
Dealing with Obstaclesp. 165
Creating a Plan for Moving Aheadp. 167
Step Onep. 167
The PAR Formulap. 169
A Master Plan Needs to be Specificp. 170
Getting to the "Right" Peoplep. 171
Obstacle Planningp. 172
Action Plan Formattingp. 172
Lessons from the Trenchesp. 174
DMI Seminarsp. 176
Using the Model as a Guideline for Changep. 177
The Design Management Institutep. 181
Selected Bibliographyp. 185
Indexp. 187
Table of Contents provided by Rittenhouse. All Rights Reserved.

ISBN: 9781581153248
ISBN-10: 1581153244
Audience: General
Format: Paperback
Language: English
Number Of Pages: 224
Published: 1st March 2004
Publisher: Allworth Press,U.S.
Country of Publication: US
Dimensions (cm): 22.9 x 15.3  x 15.5
Weight (kg): 0.35

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