VCD Resources - 2024-2028

Write a brief

Students write a single design brief for a real or fictional client. This could be a letter from the client’s perspective or a return brief from the designer to the client.

They identify a real or fictional client and describe their background, interests, aspirations, and how that ties in with the focus for the design needs.

Students provide details on the two distinctively different design needs by outlining the purpose and the context, how it will serve the target audience, and what it must achieve.

They outline any constraints and expectations that may limit the development of visual communication solutions, such as budget, materials and deadlines.

The brief should also identify the final presentation format for the design and explain how the concept for the space will be depicted, using specified methods such as drawing (two- and three-dimensional), manual and / or digital-based methods, 3D processes, etc.

These areas are formalised in the written document with dated signatures of both the client (teacher) and designer (student).

Example Briefs

These briefs are from Top Designs, under the previous study design. Most aspects of the Brief & components included in it remain consistent with the current study design, with some adjustments to language. More briefs can be viewed on the Top Designs Website.

It's important to not spend too long writing the brief so you can focus on the research and generation of ideas in this time. This sample client brief from VCAA demonstrates how simply a brief can be written.

Client

A client is the individual, organization, or business that commissions a design project. They are the ones who provide the project requirements, have a vested interest in the outcome, and often hold the budget and reputation at stake. As a designer, your role is to understand their needs, preferences, and constraints, and then translate them into a well-executed design solution.

Introduce the client. Include relevant details such as their industry, business type, values, philosophies, and any unique characteristics. For instance:

- “X is a tech startup specializing in e-commerce.”
- “X is a nonprofit organization focused on environmental conservation.”
- “X is a local restaurant chain expanding its online presence.”

Outline where the client is located, and the reach that business has.

"X is a cafe located in a single store-front on Greville Street Prahran. Most customers are regulars who live or work in the suburb.
"X is an online retailer with a headquarters in Coburg, Victoria. They ship their products Australia-wide & to New Zealand. Their eco ethos is reflected in their locally focused market"
"X will be a music festival hosted in Footscray, Victoria. Most attendees will come from Melbourne and surrounding areas, but the client expects to attract attendees from other Australian states & territories.

Understand the client’s brand personality and core values. Is it playful, professional, eco-conscious, or luxurious? Mention these attributes:

- “X values authenticity, creativity, and community engagement.”
- “They want a design that conveys trustworthiness and reliability.”
- "X intends to make public transport more efficient and safe for people with different needs"
- "X wants to divert plastic waste from land fill back into the fashion market by empowering young people to learn new skills."

The Design Problem

A design problem is a specific challenge or issue that requires a creative solution through design. It represents the gap between the needs of the client and the potential solutions. Identifying and defining the design problem is a crucial initial step in the brief.

Is it just one? If possible! As you are expected to create two design presentations in this study design, your brief should identify a single design problem statement, but this statement should branch off into two communication needs (presentations) that can solve the design problem through two different presentations.

To write about the design problem in the brief, you are not trying to come up with the solution, the problem statement should be open-ended and provide potential for exploration and development of concepts explored before the brief.

Clearly describe the design problem in detail.

Use concise language to convey the essence of the challenge.

For example:
- “The neighbourhood has experienced a series of break-ins, and residents are concerned about home security.”
- “People struggle to make their houses appear occupied when they’re away, leading to increased vulnerability.”

State the overarching goal of addressing the design problem. What do you aim to achieve through your design solution?

Example:
- “Create a mobile security device that makes empty houses appear occupied.”

Target Audience/s

A target audience is a specific group of people who are most likely to be interested in your products or services. It goes beyond just demographics and encompasses shared characteristics, behaviours, and needs. Understanding your target audience is crucial because it informs design decisions and ensures that your creative work resonates effectively with the intended users

Client & Target Audience Profiles

When writing these sections of your brief you are not approaching your design problem - your aim is to create a comprehensive word picture that tells the reader and the designer exactly who you are designing for.

To create a client profile & target audience profile for your design work that is going to be interesting & engaging for you throughout the year, align the values and interests of the profile to your own interests and values.

age
gender
geographic location
family status/group
cultural background/ethnicity
religion
languages spoken
education level (high school/university/post graduate)
employment status (fulltime/part time/unemployed)
title/occupation
income level (low income/low cost, median income, high income, high disposable income)
pets/children
special interest

personality traits
values (sustainability, inclusion, honesty, challenge, courage, adventure, discipline, health, aesthetics, justice, peace)
attitudes/opinions – specific approach to values.
philosophies
interests (hobbies & subjects)
behaviours (things that do often ie ‘catches public transport’, ‘works out at local parks’ ‘goes to the shopping centre three times a week’ ‘is responsible for the family purchases’)

Purpose

In the purpose writing, you should refer to the purpose of the specific presentation format, rather than the final design. This means that in Objects if you create a technical drawing the purpose is to guide a manufacturer in the mass production of an object or a rendering is to depict the final design or functionality of an object to the client or target audience.

You may refer to the 8 purposes of design, and may also wish to refer to the purpose of the design in terms of the client or user need.

For example, Messages created during COVID19 by the government were created not only to inform people of the Government's health policies but also to influence the behaviour of citizens.

This could include:

To decorate (new to 2024 study design)
To identify
To depict
To advertise
To promote
To guide
To inform
To teach

To evoke an emotive response
To influence an action or opinion
To make social comment

Context

Context refers to the environment, circumstances, and conditions in which the presentation formats for your design project will exist.

The context of your presentation formats is often linked to the purpose of your design and should identify a physical location for the placement of the presentation format.

For example:

"The visual identity will be presented on a brand board to the client, to be viewed in offices for approval, and applied to print & digital designs such as a billboard promotion and pop-up digital ad to be viewed on mobile phone screens"
"The prototype will be constructed to scale to present to clients and manufacturers for client approval and manufacturer reference."

Contraints & Expectations

Constraints refer to limitations or boundaries that impact the design process. These are typically physical limits or requirements imposed by the client. In your brief, explain how constraints relate to the project context (e.g., client needs, audience, purpose) and highlight critical limitations that significantly impact the design/s. These can include:

Physical Constraints: size, text & image content, media methods materials, usability, language, durability.

Budget Constraints: The available budget for a project may limit material choices, production methods, or scale.

Time Constraints: Designers must work within specified timeframes, the client will put limitations on time in which they need deliverables to be resolved.

Technical Constraints: These relate to the capabilities of materials, tools, software, and production processes.

Legal and Ethical Constraints: Design solutions must comply with safety, copyright, privacy, and accessibility laws.

Expectations encompass what stakeholders anticipate from the design outcome. In your brief, justify the expectations you have listed by provide reasoning for stakeholder expectations (e.g. trends, user needs).

Aesthetics: Is the design visually appealing and aligned with the brand or context? How has the client defined their expectations for the style, use of design elements & principles, mood (the vibes, man)?

Innovation: Stakeholders often expect fresh ideas and creative solutions.

User Experience: Designs should consider usability, accessibility, and user satisfaction.

Sustainability: Increasingly, designs must be environmentally responsible.

Presentation Formats

For our study design presentation formats refer to how you visually communicate your design concepts, ideas, and solutions. These formats showcase your work to stakeholders, such as clients, audiences, or users.

You should have at least 2 presentation formats that align with your 2 communication needs. You may wish to outline possible presentation formats, arriving at a final decision through the design process. If you propose potential presentation formats, the choice should be justified in annotation in the folio.

Presentation formats should be aligned to conventions and expected technical aspects of the selected Fields of Design Practice for your communication needs.

Messages & User Experiences

Messages will be presented either in print or digital formats. You should consider the context of the design and most effective methods to present your work. Mockups or physical print products may be considered for your presentation of Messages.

"The visual identity will be presented on a presentation board or slide deck and applied to promotional materials such as stickers, t-shirts, and hats in the form of mockups."
"The client requires the production of a promotional poster to be created in an A3 format."
"The client requires a custom typeface to be presented in a digital slide deck and poster format."
"The client requires illustrations to be applied to packaging design."
"The design will be presented as an app design, with pages presented on a slide deck to demonstrate the flow and functionality."

Objects & Environments

Objects & environments in the world of design are often mass-produced through the use of commercial manufacturing processes or in collaboration with builders and engineers.
Designers in these fields need to first visualise their design concepts through renderings, technical drawings, prototypes, models, maquettes, and CAD software. These may be for the client's use, manufacturers or builder's use, or for target audiences and users to view.

Technical Drawings: Designers may use isometric, planometric, perspective drawings, exploded views, third angle orthogonal drawings, plans & elevations, CAD drawings to depict or specify aspects of the design concept.

3D Models: Designers may use 3D printing, laser cutting, or handmade model-making methods to depict their design concepts.

Images from Museums Victoria Top Designs