In the only book of its kind, now revised and updated with the latest research on the topic, veteran design consultant Peter L. Phillips offers the tools for success gained from nearly thirty 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, as a means of getting approval for a design solution, and much, much more. By covering all of the essential elements of an effective design brief, this unique and empowering guide will help you to ensure that the goals of your corporate design strategy are met.
Every building project should start with the development of a brief. A good brief clearly explains what the client wants from the project and provides the design team with the information and inspiration it needs to design a successful building. Moreover, the brief functions a framework for quality management during the project. Authored by Juriaan van Meel and Kjersti Bjørkeng Størdal, this book provides the guidance needed to develop high-performance briefs. Using clear language, it succinctly explains the briefing process, various briefing techniques, and the topics that should be addressed. Also included in the book are examples, checklists, and practical suggestions.
It is common for a design team to be handed a problem to solve for others. The handing over is normally referred to as a ‘briefing’ process, and the documentation of the starting point and what is to be done is known as a ‘brief’. It is known that the way we frame and understand a problem influences what paths we see to potential solutions. The aim of this thesis is to understand what makes a good design brief and to do so in order to create an empirically informed, and theoretically underpinned, typology of design briefs and the kind of search processes they are disposed to induce. Different bodies of literature have tried to grasp how design solves problems in order to understand designer’s behavior and ultimately facilitate or improve it. Distinctions can, and have been made, between different kinds of problem formulations, as well as different problem-solving approaches. This thesis aims to integrate two previously distinct literatures, search process from the organizational perspective developed by James G. March, Herbert A. Simon, Richard Cyert and others and Design and the Design Process from the perspectives of authors such as Donald Schön, Kees Dorst and Nigel Cross among others, to propose a typology of design briefs in order to ultimately facilitate problem formulation and subsequently facilitate the design process. The simple and immediate answer to the question of what makes a good design brief is: ‘that depends’. It depends on the design process to be followed (if there is one), it depends on the kind of goals that should be achieved, the time available, and it also depends on how much and what is known about the problem and potential solutions. Based on this, four ideal types of design briefs are articulated, including the expected associated search behavior and challenges of design teams. Det är vanligt att ett designteam får ett problem att lösa åt andra. Överlämnandet kallas normalt en ”briefing” -process och dokumentationen av utgångspunkten och vad som ska göras kallas ett ”design brief ”. Det är känt att det sätt vi ramar in och förstår ett problem påverkar vilka vägar vi ser till potentiella lösningar. Syftet med denna avhandling är att förstå vad som gör ett bra ”design brief ” och att göra det för att skapa en empiriskt informerad och teoretiskt underbyggd typologi av design brief och vilken typ av sökprocesser de uppmuntrar. Olika litteratur har försökt förstå hur design löser problem för att förstå designerns beteende och i slutändan underlätta eller förbättra det. Skillnader kan och har gjorts mellan olika typer av problemformuleringar och olika problemlösningsmetoder. Denna avhandling syftar till att integrera två tidigare distinkta litteraturområden, sökprocess ur det organisatoriska perspektivet som utvecklats av James G. March, Herbert A. Simon, Richard Cyert och andra samt Design och designprocessen ur perspektiv av författare som Donald Schön, Kees Dorst och Nigel Cross bland andra för att föreslå en typologi av design brief för att underlätta problemformulering och därmed också underlätta designprocessen. Det enkla och omedelbara svaret på frågan om vad som gör ett bra design brief är: ”det beror på”. Det beror på designprocessen som ska följas (om det finns en), det beror på vilken typ av mål som ska uppnås, den tillgängliga tiden, och det beror också på hur mycket och vad som är känt om problemet och potentiella lösningar. Baserat på detta artikuleras fyra idealtyper av design brief, inklusive det förväntade associerade sökbeteendet och utmaningar för designteam.
Josh Clark guides you through the touchscreen frontier with the know-how to design for interfaces that let you touch--stretch, crumple, drag, flick--information itself.
The Business Skills Every Creative Needs! Remaining relevant as a creative professional takes more than creativity--you need to understand the language of business. The problem is that design school doesn't teach the strategic language that is now essential to getting your job done. Creative Strategy and the Business of Design fills that void and teaches left-brain business skills to right-brain creative thinkers. Inside, you'll learn about the business objectives and marketing decisions that drive your creative work. The curtain's been pulled away as marketing-speak and business jargon are translated into tools to help you: Understand client requests from a business perspective Build a strategic framework to inspire visual concepts Increase your relevance in an evolving industry Redesign your portfolio to showcase strategic thinking Win new accounts and grow existing relationships You already have the creativity; now it's time to gain the business insight. Once you understand what the people across the table are thinking, you'll be able to think how they think to do what we do.
Designing for Growth: A Design Thinking Tool Kit for Managers (D4G) showed how organizations can use design thinking to boost innovation and drive growth. This updated and expanded companion guide is a stand-alone project workbook that provides a step-by-step framework for applying the D4G tool kit and process to a particular project, systematically explaining how to address the four key questions of the design thinking approach. In the field book, Jeanne Liedtka, Tim Ogilvie, and Rachel Brozenske guide readers through the design process with reminders of key D4G takeaways as they progress. Readers learn to identify an opportunity, draft a design brief, conduct research, establish design criteria, brainstorm, develop concepts, create napkin pitches, make prototypes, solicit feedback from stakeholders, and run learning launches. This second edition is suitable for projects in business, nonprofit, and government contexts, with all-new tools, practical advice, and facilitation tips. A new introduction discusses the relationship between strategy and design thinking.
Promote your business with clarity, ease, and authenticity. The Human Centered Brand is a practical branding guide for service based businesses and creatives, that helps you grow meaningful relationships with your clients and your audience. If you're a writer, marketing consultant, creative agency owner, lawyer, illustrator, designer, developer, psychotherapist, personal trainer, dentist, painter, musician, bookkeeper, or other type of service business owner, the methods described in this book will assist you in expressing yourself naturally and creating a resonant, remarkable, and sustainable brand. Read this book to learn: Why conventional branding approaches don't work for service based businesses. How to identify your core values and use them in your business and marketing decisions. Different ways you can make your business unique among all the competition. How to express yourself verbally through your website, emails, articles, videos, talks, podcasts... What makes your "ideal clients" truly ideal, and how to connect with real people who appreciate you as you are. How to craft an effective tagline. What are the most important elements of a visual brand identity, and how to use them to design your own brand. How to craft an exceptional client experience and impress your clients with your professionalism. How your brand relates to your business model, pricing, company culture, fashion style, and social impact. Whether you're a complete beginner or have lots of experience with marketing and design, you'll get new insights about your own brand, and fresh ideas you'll want to implement right away. The companion workbook, checklists, templates, and other bonuses ensure that you not only learn new information, but create a custom brand strategy on your own. Learn more at humancenteredbrand.com
Laying the Foundations is a comprehensive guide to creating, documenting, and maintaining design systems, and how to design websites and products systematically. It's an ideal book for web designers and product designers (of all levels) and especially design teams. Paperback ISBN: 9780578540030 This is real talk about creating design systems and digital brand guidelines. No jargon, no glossing over the hard realities, and no company hat. Just good advice, experience, and practical tips. System design is not a scary thing — this book aims to dispel that myth. It covers what design systems are, why they are important, and how to get stakeholder buy-in to create one. It introduces you to a simple model, and two very different approaches to creating a design system. What's unique about this book is its focus on the importance of brand in design systems, web design, product design, and when creating documentation. It's a comprehensive guide that’s simple to follow and easy on the eye.
Based on extensive research, this book offers an understanding of the briefing process and its importance to the built environment. The text is illustrated by nine excellent examples of effective practice as well as five model briefs and invaluable process charts.
Develop a more systematic, human-centered, results-oriented thought process Design Thinking is the Product Development and Management Association's (PDMA) guide to better problem solving and decision-making in product development and beyond. The second in the New Product Development Essentials series, this book shows you how to bridge the gap between the strategic importance of design and the tactical approach of design thinking. You'll learn how to approach new product development from a fresh perspective, with a focus on systematic, targeted thinking that results in a repeatable, human-centered problem-solving process. Integrating high-level discussion with practical, actionable strategy, this book helps you re-tool your thought processes in a way that translates well beyond product development, giving you a new way to approach business strategy and more. Design is a process of systematic creativity that yields the most appropriate solution to a properly identified problem. Design thinking disrupts stalemates and brings logic to the forefront of the conversation. This book shows you how to adopt these techniques and train your brain to see the answer to any question, at any level, in any stage of the development process. Become a better problem-solver in every aspect of business Connect strategy with practice in the context of product development Systematically map out your new product, service, or business Experiment with new thought processes and decision making strategies You can't rely on old ways of thinking to produce the newest, most cutting-edge solutions. Product development is the bedrock of business —whether your "product" is a tangible object, a service, or the business itself — and your approach must be consistently and reliably productive. Design Thinking helps you internalize this essential process so you can bring value to innovation and merge strategy with reality.
