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Creating the Perfect Design Brief:
How to Manage Design for Strategic Advantage
by Peter L. Phillips
In the first book of its kind, a veteran design consultant offers the tools for success gained from nearly 30 years of developing corporate and brand identity strategies and programs. Every essential element of the design brief is covered: project overview; category review; target audience review; company portfolio, business objectives; phases; scope, time line, budget; and more.
Readers will learn what distinguishes a great design brief from an adequate one, how to structure the best possible team to create a design brief, what should be involved in its development, and how to communicate effectively with nondesign business partners. This book shows how to use the brief in project tracking, as a measuring tool, and as a means of getting approval for a design solution.
This unique resource reveals the most effective formats for design briefs and how to cope with changes that take place in today’s business world. Using the strategies in this indispensable guide, design professionals will gain new respect, credibility, and trust for their field at large and help change the perception of design from a service to a core business resource.
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Reviews
"This book offers plenty of solid advice on the means of effective design brief development. But its larger value lies in Phillips’ distilled wisdom in how to employ the design brief as a strategic design management tool. His is a virtually sure-fire formula for increasing design’s centrality to, and influence upon, corporate culture today.”
— Michael Eckersley, Principal, Human Centered
“The subject matter of this book is so important it should be required reading in every design school.”
—William J. Hannon, IDSA, FRSA, Professor Emeritus of Industrial Design, Massachusetts College of Art
“The Perfect Design Brief is the holy grail of the design profession. This book demonstrates how to formulate, refine and define a perfect design brief and remove any ambiguities from the communication process. Essential reading for all those who are engaged in managing design and creativity”
— Stephen Conlon, Managing Director, Design and Marketing Management Ltd.
“Phillips has successfully dropped design into the center of a successful business and business thinking into the center of a successful design organization.”
—Mark Oldach, Partner and Strategist, VSA Partners, Inc..”
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