The Brief: Begin with the End in Mind

James Carlopio

Chapter Chapter Two in Strategy by Design, 2010, pp 15-45 from Palgrave Macmillan

Abstract: Abstract Design does not begin as a personal expression, as art often does (Boyle, 2004). It begins with the formulation of a problem or a brief. The designers interviewed almost unanimously agreed: It’s the most important thing. The brief and the site are what you have so that’s a starting point and from there it always develops. (Connie, Architect) You need to be well informed at the start, what are the parameters? Some parameters are given to you and are special to a particular case while others are common across all … get all the information you can from the brief especially about the budget and any environmental issues. (Eberto, Architect) You have to extract the brief—you never get enough information. (Joel, Graphic and Communications Designer) We begin with a content development brief that goes to the committee for approval … Once we have the brief we can start the design. (Brad, Museum Design Manager) You need a brief. There’s no doubt about it. What we like to do at the start of every project is have the client write it down. (Julia, Graphic Designer) As an architect I talk to the clients about what they want and I look at the words between the lines.

Keywords: Design Team; Strategy Innovation; Wicked Problem; Design Attitude; Binding Intent (search for similar items in EconPapers)
Date: 2010
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DOI: 10.1057/9780230105263_2

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