How to Work with Design. And Designers. Ann Hawkings Sarah Lewis - - PowerPoint PPT Presentation

How to Work with Design. And Designers.

Ann Hawkings Consultant Sarah Lewis Senior Designer

Today...

• A quick intro
• The design process
• Setting a great brief
• Budgeting
• Tips and tools

A quick intro

A quick intro

Why this talk?

A quick intro

A bit about us

Ann Hawkings Language Travel Consultant specialising in product development, business strategy and material design. Sarah Lewis Senior graphic designer with over 15 years of branding and corporate communications experience.

The design process

The design process

What is design?

Design

Pictures Fonts Colours Icons

The design process

What is design?

Design

Client

The design process

What is design?

Design

Design is the art of taking an idea and communicating it to a chosen audience.

The design process

What is design?

Design is the art of taking an idea and communicating it to a chosen audience.

Design

The design process

What is design?

Design is the art of taking an idea and communicating it to a chosen audience.

Audience Client

The design process

The stages of a design project

Preparation

• Identify need
• Defjne audience
• Create content
• Gather support

materials (brand guidelines, image library, logos etc.)

• Write brief

The design process

The stages of a design project

Preparation

• Identify need
• Defjne audience
• Create content
• Gather support

materials (brand guidelines, image library, logos etc.)

• Write brief

Briefing

• Discuss project

with designer

• Hand over

support materials

• Questions

The design process

The stages of a design project

Preparation

• Identify need
• Defjne audience
• Create content
• Gather support

materials (brand guidelines, image library, logos etc.)

• Write brief

Briefing

• Discuss project

with designer

• Hand over

support materials

• Questions

Design

• Concepts
• Development
• f chosen route
• Run-in content
• Amends (budget

for 2 rounds)

The design process

The stages of a design project

Preparation

• Identify need
• Defjne audience
• Create content
• Gather support

materials (brand guidelines, image library, logos etc.)

• Write brief

Briefing

• Discuss project

with designer

• Hand over

support materials

• Questions

Design

• Concepts
• Development
• f chosen route
• Run-in content
• Amends (budget

for 2 rounds) Production

• Artworking
• Export fjles for

printers/screen etc..

• Archiving

What can go wrong

W h y i s i t b l u e ?

The design process

The design process

What can go wrong for a client

The design process

What can go wrong for a client

“ That’s the wrong logo” “ It looks just like

• ur competitors”

“ The printers want it as PDF/X1a:2001?*!” “ I showed the fjnished design to our MD, she doesn’t think it’s working” “ I’m over budget”

The design process

What can go wrong for a designer

The design process

What can go wrong for a designer

“ The client doesn’t like it” “ I designed it as A4, but it should be A5” “ We’re on round 17 of amends” “ I can’t fjnd the colour breakdowns” “ The new copy doesn’t fjt”

The brief

The answer to all your problems

The brief

Why do I need a brief?

• To clarify your objectives
• Act as a benchmark
• Keep you on budget and on time
• Ensure that design meets
• r exceeds your expectations

What should be included

The brief

The brief

Project details

• Name of the project
• Contact details
• Stakeholders

The brief

Background

• Briefmy describe your company
• r organisation - who you are,

what you do, your history

• Brand guidelines (ideally including

TOV and mission/vision/values )

The brief

Objectives

• Why are you doing this project
• What are you hoping to communicate

and why

• Single minded message
• Call to action

The brief

Audience

• Who is your target market
• Include demographics
• If multiple audiences, rank them in
• rder of importance

The brief

Technical specifjcations

• How will the design be produced
• If printed, will it be digital or litho and

how many copies are required

• If digital, how will it be shared
• What size/format will it be

The brief

Additional references

• Are there any successful

examples you can share

• What are your competitors doing
• Examples of previous comms

The brief

Timings and budget

• Detailed schedule, with delivery

dates for the various stages

• Budget, for both design and

production costs

That's going to take ages

The brief

Making it a priority

Logo

Well written brief + Guidelines = Successful comms

Budgeting

Budgeting

Be realistic about time

• Expect to invest more time up front

when working with a new designer

• Allow turn-around time in the schedule

for at least 2 rounds of amends

• All stakeholders should be involved

in signoff - this can take time

Budgeting

Hidden costs

• Consider photography costs. Stock

imagery or shoot? Image searching can eat into a budget

• Font licensing
• Artworking

Budgeting

• Timesheets. Timesheets. Timesheets.
• Help designers and clients

track and validate their time

• Useful when estimating

future projects

• A smooth billing process

with no surprises

Tips and tools

Tips and tools

Things we’ve learnt

• Invest in brand guidelines
• Spending time on the brief/content before

you hand over to a designer will save you money in the long run

• Always get stakeholders involved early
• File names and fjling are crucial

Tips and tools

From us to you

Design vocabulary cheat sheet annhawkings.com Downloadable briefjng template annhawkings.com

Thank you

Any questions?

Sarah Lewis Design sarah@sarah-lewis.co.uk sarah-lewis.co.uk Ann Hawkings Ltd. ann@annhawkings.com annhawkings.com