The creative brief as idea generator

A thorough and articulate design brief is a critical part of the design process. It outlines the aims, objectives and milestones of a creative project and helps develop trust and understanding between the client and designer. Moreover, the creative brief ensures that important design issues are considered and questioned before the designer starts but, like rigorous research questions, the brief also serves as an essential point of reference throughout the project informing and guiding the work. And not least, the creative brief is a prime idea generator.