Design brief templateThis template will help you clarify to designers exactly what you require.Overview• General project information Write a few lines about the background of

the project (how it came about, why you're doing it, what you've

done in the past etc).

• Goals What do you want your publication to achieve?

• How will success be measured? How will you know your publication has

achieved its goals? Are there any benchmarks you will be using to

judge success?

• What deliverables do you need to produce? Eg brochure, leaflet,

website, postcard etc. Who is your primary audience?• Audience profile Provide enough detail to enhance everyone's

understanding of who the audience is. Include information about

age, background etc. if necessary. Eg prospective students,

undergrads, external academics etc.

• How will your audience use the publication? And how will they get hold

of it?

• What should be avoided in talking to your audience? Tone and image• The feel of the piece Funny and casual, or formal and buttoned-up, or...

• What do your audience believe or think about Sussex, before you start

communicating with them?

• What tone and imagery should you use to engage them? Messages: features, benefits and values• Top features and facts List top features and/or facts about the

programme or service you are promoting, and its value to target

audiences - the more unique the better!

• Proposition/key message: if you could only communicate ONE message

to your audience, what would that be? The simpler the better - try

doing it in 10 words or less. NB This proposition won't necessarily

be used verbatim in your publication - it's just to help the designer

drill down a key message.

• Any other major points to get across? Scheduling• What is the due date for the finished work? When do you need to have

it back from print and delivered.Budget• How much do you have to spend on design and print?