the experience

The art of brand design; why an in depth brief can wait

I’ve worked as a Brand Designer for over 15 years, it’s safe to say I have perfected my on boarding process.

One thing I’ve learned over the years is that the initial stages of a project are not about nailing down every detail in a brief. Instead, they’re about building a foundation of trust, understanding, and creativity.

In this blog post, I’ll explain why I don’t ask for a full creative brief up front and why this approach benefits both of us…

One: Building our long term relationship

At the early stages of booking, our primary goal is to establish a strong foundation for the creative process. By focusing on the relationship first, we can begin to build trust, understanding, and effective communication. Trust is such a key element when working with a Designer, it’s imperative you trust your Designer. If you don’t, your relationship falls apart at the seams from the beginning.

By building this foundation, by getting to know you and allowing you a peek into my own world, I’m enabling you to become more comfortable with sharing your ideas, visions and even your daydreams with me. (And yes I definitely welcome you sharing any current favourite skin care recommendations, favourite places to eat out and I will love hearing about your recent travels. Bonus points if you can send me pictures of your pets.)

Two: Inspiration over information

Brand design is a creative and collaborative process. . Whilst I initially ask you to provide me with a draft mood board, we start with an open, less restrictive brief.

Creativity flourishes when it’s not stifled by strict parameters, an overly detailed brief can sometimes restrict the creative process by providing too much information upfront. Instead of inspiring creativity, it might inadvertently limit us by imposing preconceived notions or restrictions on the design.

By delaying the detailed brief, we allow the initial inspiration to guide the creative direction, making the design more authentic and innovative.

Three: Creative freedom

Sometimes, the best ideas come from unexpected places.

By allowing a project to breathe in its early stages, we open up the possibility for more innovative and groundbreaking concepts that might not have been included in a rigid initial brief.

To wrap up

Securing a Brand Designer without an in-depth brief is not about cutting corners, nor does it mean your Designer isn’t interested in your project until you’ve handed over some hard earned £££ but rather about taking a strategic approach.

One which prioritises creativity, relationship-building, and open communication.

Whilst a detailed brief is undoubtedly a crucial component of any successful branding project, it’s really important to recognise that its role in the process should be timed strategically. The final result is a brand identity that not only looks stunning but also resonates deeply with your values and goals.

So, next time you’re considering hiring a brand designer, remember that sometimes, the best creative journey begins with an open mind, an honest relationship and a blank canvas.

Becky x
Welcome to the BLD Blog

Hello! I’m Becky. A brand identity & website designer for passionate & ambitious small businesses. This little corner of my website is dedicated to sharing the 15 years of experience I have with brands, websites and of course running a small business.

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