1.0 Project Background

Explain the background of your company, products or services to help give an introduction to why you are now considering undertaking the project in question. Describe in detail what it is that you need to produce; a brochure, mailer, advertising, logo, website etc.

2.0 Aims and Objectives

What is the overall aim of the project for your business? Do you want to completely reinvent yourself, support the launch of a new service or product, or simply update your existing promotional material? What specific objectives do you want the activity to achieve? Does it have to communicate particular information, gain responses of some kind, or be used to fulfill inquiries?

3.0 Audience

Who is the potential audience and what do you know about them? If this information is not available you may need to consider carrying out some research amongst current and potential customers, which is something we can help you with.

4.0 Competition

Who are the main competitors and what are their activities? Will they affect your project? If so try and obtain copies of their literature from a friendly customer perhaps, or list their websites in the brief as a source of more background information.

5.0 Format

Do you have any specific requirements for the format of the project. For example if you will need to be adding or changing content on a frequent basis, a folder with loose inserts would be a more sensible option than a bound brochure. What content will need to be included in the item? This information may help dictate the format.

6.0 Usage

What will happen to the material you produce? For example if you are having a new logo and identity produced will it appear on stationery, packaging, uniforms, vehicles etc? If you are producing a brochure will it be given out at exhibitions, in mailings, by sales people etc?

7.0 Style

Is there a particular style or theme that you would like to see followed? To help describe this theme you may like to list some keywords which sum up the core values of your brand such as; new, technological, traditional, quality, modern, creative, trustworthy, reliable, luxury, everyday, value. Your project may involve changing your core theme from one to another; for example changing the image of a business from being old fashioned and outdated to being modern and contemporary. Alternatively a new business may wish to create an image of tradition, reliability and permanence to reassure potential customers. These core themes can also vary greatly from one industry from another.

8.0 Quantity

If you are producing a mailer or brochure consider how many copies you will require. It may have an impact upon the production methods used or what may be possible in the design.

9.0 Copy

What copy will there be and how will it be supplied? For example will text be provided as continuous structure or as a series of bullet points? Will you write this copy yourself and supply it on disk or do you need it professionally written by a copywriter? Is there any specific technical or legal information which must always be featured? For example a company which organises exhibitions will always want the dates and venue of an event featured on everything. A website company will always want their website address featured prominently. A financial services company may always need certain legal information or disclaimers to be shown.

10.0 Images

Do you have existing photography to use and what format is it in? If you have already used images for another brochure they may already have been scanned at high resolution and could possibly be obtained on disk. Do you need new images and if so do they need to be shot or could they be sourced from photographic libraries, or your suppliers? If you are not sure what photographs you need, then rusnac.design.lab can help identify and source these for you.

11.0 Budget

What is your budget for the project? While you may feel initially uncomfortable about divulging this information at the outset, remember that your project will need to managed as a partnership between you and your supplier. Prior knowledge of budgets can prevent wasting valuable time and resources in exploring ideas which may not be viable for financial reasons, or broaden their perspectives in creating an effective solution for your needs.

12.0 Project Timing

What are your timings for the project and are there are any individual deadlines? You may need to allow time for research, concept work, presenting visuals internally, checking proofs and of course production.

13.0 Project Contact Information

Who will be responsible for the project within your organization? It often makes sense to appoint a single point of contact to help ensure rapid and effective communication.

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