1. Describe your company. What does your company do?

2. What are the objectives? Spell out the goals and the reasons behind them.

Increase sales / promote awareness / expand client base / obtaining data or information / change image / improve competitiveness / reduce cost / raise MSRP / enhance customer experience / change demographic / provide a more sustainable solution / inject innovation / increase market differentiation

3. Who is the target audience? Who does your company want to sell to?

B2B / B2C

Demographics – age, sex, income, geography, education

Psychographics – values, opinions, attitudes, interests, trends

4. What is the current price point? What are the customers paying and what are they receiving from competitors?

Target price

Major competitors

Unique Selling Point (USP)

5. What are the distribution channels you use? Describe the end-to-end supply chain distribution journey.

Exclusive / widely available

Online/offline

6. What are the major deliverables? What does your company expect to receive? Upon sign-off and payment, should rights to all works be assigned to your company, or can the designer keep rights to preliminary works?

Terms & conditions

Assignment of rights

NDA

7. What is your budget? Providing at least an estimated ballpark range. It gives an idea of realistic expectations and considerations for everyone on the project.

Budget Type – Fixed /Royalty/Shares

Budget amount

8. What is the Timeline / Deadline? Detailed schedule, realistic deadlines. If there are specific deadlines your company wishes the designer to adhere to, lay them out in the beginning.

Ballpark time-frame/specific deadlines

Trade fairs and shows or launch dates that are important to meet

9. Is there a reference benchmark? Provide the designer with examples of relevant design and reference materials, if possible. This allows the designer to look at the history, and envision the future. Are there existing brand guidelines in place? Sometimes it is worth it to look at competitor’s work. If your company has specific things you do not want to be included in the design, say so.

Existing company's material: design, marketing, brand guideline, logo, fonts, colors

Competitors’ product offers

10. Who are the other stakeholders involved? Provide all contact details necessary for persons in charge of the entire project and those for approval and sign-off.

Maintain a dialogue and help to bring insight to the project contact

Decision maker: Who is in charge, who approves and sign-off

Pavel Samsonov • Design without process, or the form factor trap

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