2014 writing a brief

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Information about 2014 writing a brief
Design

Published on February 19, 2014

Author: erikbohemia

Source: slideshare.net

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element of writing a design brief presentation created by Matt Sinclair

Writing a Brief Matt Sinclair 18.02.2014 Writing a Brief

What is a Design Brief? 18.02.2014 Writing a Brief

What is a Design Brief? “A description of a project that requires some form of design” Peter Phillips Creating the Perfect Design Brief 18.02.2014 Writing a Brief

What is a Design Brief? “A written description of a project mutually agreed between designer and client” 18.02.2014 Writing a Brief

18.02.2014 Writing a Brief

18.02.2014 Writing a Brief

What is a Design Brief? “A set of boundaries within which the designer should operate” 18.02.2014 Writing a Brief

What is a Design Brief? “A balancing act, between the current expertise of the client and the desire to do something new” 18.02.2014 Writing a Brief

What is a Design Brief? Existing Technology New Technology Existing Manufacturing Expertise New Manufacturing Methods Existing Materials Expertise New Materials Existing Market Success New Market Opportunities Existing Design(s) 18.02.2014 New Design(s) Writing a Brief

What is a Design Brief? Existing Technology New Technology Existing Manufacturing Expertise New Manufacturing Methods Existing Materials Expertise New Materials Existing Market Success New Market Opportunities Existing Design(s) 18.02.2014 New Design(s) Writing a Brief

What is a Design Brief? Existing Technology New Technology Existing Manufacturing Expertise New Manufacturing Methods Existing Materials Expertise New Materials Existing Market Success New Market Opportunities Existing Design(s) 18.02.2014 New Design(s) Writing a Brief

What is a Design Brief? Existing Technology New Technology Existing Manufacturing Expertise New Manufacturing Methods Existing Materials Expertise New Materials Existing Market Success New Market Opportunities Existing Design(s) 18.02.2014 New Design(s) Writing a Brief

What is a Design Brief? “A living document, which changes throughout the project” 18.02.2014 Writing a Brief

What is a Design Brief? A Brief is not the same as a Specification 18.02.2014 Writing a Brief

How Long is a Design Brief? “As short as possible, and no shorter” 18.02.2014 Writing a Brief

What Goes in a Design Brief? Project Overview and Background Project Scope, Time Line Target Market Category Review Timeline and Budget (Phases) Target cost (Retail or BoM) Audience Review Research Data (see Appendix) Company Portfolio (see Appendix) Appendix Project Design Strategy Business Objectives and Design Strategy 18.02.2014 Writing a Brief

Exercise – Analysing a Design Brief 18.02.2014 Writing a Brief

Brand X is one of the top four manufacturers of handheld domestic cooking appliances globally, with an annual turnover in 2012 of $87 million. It employs more than 6000 people in Europe and Asia and retails in over 150 countries. As part of Brand X’s strategy to monetise the increasingly affluent urban rental market, it is seeking to launch a range of electrical goods aimed at couples living in apartments. This target market is likely to be aged from 25-50, employed, but without children. They appreciate good quality handheld cooking appliances and are willing to pay more than average for them. The range would initially be launched in Europe before expanding to incorporate the US and Chinese markets. You are asked to design an electric kettle which will communicate Brand X’s reputation as an innovative design leader. It should utilise Brand X’s manufacturing expertise in high performance injection moulded polymers, whilst justifying the increased price through new material treatments and on-trend colours. The design should be aesthetically pleasing to the target market. A current catalogue showing Brand X’s product portfolio is included as an appendix. Sign-off on the final design concept is required 8 weeks from the date of briefing. Prototype design concepts will be shown at the Cooking Devices World Trade Fair to gain feedback from potential customers. Design support will be required through to the E1 project milestone (tooling release). 18.02.2014 Writing a Brief

Brand X is one of the top four manufacturers of handheld domestic cooking appliances globally, with an annual turnover in 2012 of $87 million. It employs more than 6000 people in Europe and Asia and retails in over 150 countries. As part of Brand X’s strategy to monetise the increasingly affluent urban rental market, it is seeking to launch a range of electrical goods aimed at couples living in apartments. This target market is likely to be aged from 25-50, employed, but without children. They appreciate good quality handheld cooking appliances and are willing to pay more than average for them. The range would initially be launched in Europe before expanding to incorporate the US and Chinese markets. You are asked to design an electric kettle which will communicate Brand X’s reputation as an innovative design leader. It should utilise Brand X’s manufacturing expertise in high performance injection moulded polymers, whilst justifying the increased price through new material treatments and on-trend colours. The design should be aesthetically pleasing to the target market. A current catalogue showing Brand X’s product portfolio is included as an appendix. Sign-off on the final design concept is required 8 weeks from the date of briefing. Prototype design concepts will be shown at the Cooking Devices World Trade Fair to gain feedback from potential customers. Design support will be required through to the E1 project milestone (tooling release). 18.02.2014 Writing a Brief

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