Use these pointers to help you establish the particular requirements you have for a project and also to identify what 28 Creative needs from you in order to complete it successfully. As all projects are unique, not every point is relevant, so just use it as a prompter. Feel free to contact us with any queries.

Things you need to consider

• Clear goals are vital. For example, do you want to generate sales, provide information, or just encourage enquiries?
• Who is your audience: Old or young? Experts or non-experts? Existing customers or potential ones?
• Is it a new product that has to create a market or niche for itself?
• What specific features need to be promoted?
• What should the tone be: Serious? Casual? Funny? Progressive? Professional? etc
• Is this different to the product’s or company’s usual image?
• To succeed, does it need to challenge any particular preconceptions?
• Does it have to compete with a specific competitor product or service? (Do you have examples?)
• Should it support an existing strategy, or is it an all new project?
• How will enquiries be handled – what it the call to action, a ‘hot-line’ number for example?
• What do you expect from the project? What would constitute a success?

What we need from you

• Who is responsible for approvals? Who needs consulting during the proofing process?
• Size, number of print colours (CMYK or Spot colours?), requirements such as special papers (recycled?) or finishes (laminated?) etc
• Is it to be mailed out, handed out by a sales person, or left on display for customers to pick up?
• Are there any ‘legal’ requirements – ie copyright, trade marks, logos or symbols which need including?
• All the copy (text) elements for the piece. Preferably as near finalised as possible. Designers don’t type for a living, so it’s best to provide the text on disc or by email. This also reduces the likelihood of errors creeping in. It can be in a word processing format such as Microsoft Wordâ„¢, but check with us if you use something unusual. Don’t bother applying a lot of formatting as this will be lost when the text is copied to the design software. Also, provide a printed copy. Our designers use Apple Mac computers, and files don’t always convert from a PC format perfectly, so this will help us check for any obvious differences.
• Any relevant graphic files, such as your logo, and information about the correct typefaces and colours to use. This ensures consistency and simply saves time. Check with the designer what formats are appropriate for the job in hand.
• Are any new or library photographs or illustrations required?
• Pictures can be provided as electronic files or prints for scanning. Again, please check with us about appropriate formats. Don’t assume that a photograph which looks OK to you on your screen, will print well. This is less of an issue at the resolution required for screen-only work such as web pages. The sooner problems with files are identified, the better.

Notes

• Confirm what you (or others) will be providing if it’s coming later, and what you expect the designer to create. This will ensure you don’t get a proof back with bits missing that each of you thought the other was providing.
• Agree dates for each stage of a job, but always try and allow a reasonable amount of time for the completion of a project. The marketing and creative industry tends to work under pressure and at a fast pace, but don’t set an unreasonable or unrealistic timetable – you won’t usually achieve the best results that way. A good professional will always try and provide the best service possible, but don’t put them under undue pressure and expect top-notch results.
• Confirm the budget. Before you got to the briefing stage, you probably had a quote from your designer, but bear in mind this was before the final brief was set. It’s best if the designer has a figure in mind that’s acceptable to you both so that they can provide an achievable design solution within your budget. Don’t simply choose the cheapest quote and then expect the best finished job. Quality marketing and design solutions are a partnership and so a certain amount of trust is required.