Business context
Give us a snapshot of your organisation, who you are and what business you’re in. Describe the main goals and activities of your organisation, its market position, the position to which it aspires, and its overall ‘character’: are there specific brand attributes which should influence the design?

Competition
Explain where your organisation stands in relation to its competitors, and what the design is expected to achieve in terms of differentiation.

Communication objectives
What message do you want to communicate, and what kind of response are you looking for? Direct response? Purchase? Heightened brand awareness? Greater brand loyalty?

Target audience
With whom do you want to communicate? Summarise what you know about this group of people, and what part they play in the acquisition of products and services you have to offer. Are they buyers, opinion formers or authorisers?

Product features and benefits
What is unique about your product or service? What are the key benefits on offer, and why should your target audience be interested? What should the designer stress visually, and should anything be played down?

Format and style
Specify the type of product you have in mind (eg direct mail campaign, customer magazine, brochure, branding, identity programme, simple invitation to an event). Are there any house style guidelines which the designer should observe? describe the qualities you think the product should have (eg. serious / cool/colourful / assertive / witty / innovative / established, etc.)

Design and production schedule
When do you need the finished product? Also specify any critical pre-production stages which could affect the schedule. If you plan to show initial concepts to colleagues, for example, allow time for them to consider the options, and time for any reworking as a result of their input.

Budget
Tempting though it is, it is not usually helpful to start with the idea: ‘I need to achieve this; how much will it cost me?’ The variables which can affect the cost of a design project are too many and various to itemise in any meaningful way before the exercise has begun. Start instead with the idea that the design agency will cut your coat according to your cloth. Let them know the figure you have in mind.

Pitfalls
Are there any particular commercial or cultural sensitivities of which the designer should be aware? One unfortunate company had to suspend distribution of its annual report in the Middle East because its cover showed the upturned sole of a ballerina’s foot – an offensive detail in some
parts of the world. Obstacles closer to home might include a competitor’s monopoly of a certain colour or typographic style.

Ownership
Will you want copyright of the design? Establish at the outset what rights you expect; the design agency may negotiate a one-off fee for unrestricted use of the work.