Key Functions

Overview of Organisation

What does your organisation do? A business that deals in finance will have different design features than one that works in law. You should know what your business does already, so stick it in the brief. Who is your target market? This should co-exist with what your organisation does. Are you targeting males in their teenage/young adult years? Females in an older age bracket? Who are the main competitors to your organisation? This gives the designers something to look at as well as offer an idea around what they have to compete with graphics wise. The more info on this, the better. URL to their website, examples of their marketing material etc. How does your organisation differ to your competitors? There has to be a point of difference, if not you are just copying their idea. Tell the designer, and try to make that a feature of the design. The history of your organisation. What have you done before in the realm of graphic design? Knowing what you liked or disliked before will give the designer a better view of what you want as a client.


Knowing exactly what you want from you project will help the designer immensely. If they know what you want done, they can figure out exactly what you need. These are the questions that you need to ask yourself: Why are you seeking design services? Is it a rebrand, or a new company? If it's a rebrand, why are you seeking to rebrand? What message do you wish to communicate about your business? Why? What are your goals? To increase sales, increase awareness etc.

Budget and Deadline

Tell the designer how much money you are willing to spend. At Vispan, we try and make working out a budget easy by creating packages around particular price points. If you're choosing to hire a freelancer directly then be direct about giving this detail to the designer as it will allow them to understand how much time they should spend on the project. Set a realistic deadline for the project that both yourself and the designer agree upon. Remember, there are many stages to the design process. Each stage will take time and resources away from the designer and yourself as you focus on each phase of the design process (Brief, Research, Concepts, Feedback etc.).


Do you require the designer to use any specific text, colours, or images? If so, supply these details to the designer. When providing colours for a print job, provide CMYK percentages, or better yet, Pantone colour swatches. If it's a web design, send them RGB hex colour codes. This will make it easier for the designer and will help the project run smoother.