Creative briefs speed the design process

Asking the right questions at the outset will save you design time

By Dan Antonelli

Posted on Monday, February 26th, 2018

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As designers, we’re often tasked with trying to create an image and brand for businesses. It’s a balance of trying to figure out their needs and the needs of the target audience they’re trying to attract with their brand or signage.

Designing something that appeals to both takes a great deal of time to execute properly. You have to get inside the mind of your client, while imagining what someone they sell to might be drawn to. And you have to carefully consider how this image you are creating will be translated into all the other mediums which it may need deployed on—vehicles, online, print, signage, apparel and so on.

The brief collects important info After working on over one thousand logos over the years, I feel like we’ve developed a good system developing brands. About five years ago we began using creative briefs to assist us in getting the right information from clients to give us the best opportunity for design success, and to avoid conceptualizing ideas which weren’t the direction the client envisioned.

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Dan Antonelli owns KickCharge Creative (formerly Graphic D-Signs, Inc.) in Washington, New Jersey. His latest book, Building a Big Small Business Brand, joins his Logo Design for Small Business I and II. He can be reached at dan@kickcharge. com. Dan also offers consulting and business coaching services to sign companies. For more information, visit On Instagram: @danantonelli_kickcharge.

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