Design Brief

[Joshua Piper]

Could somebody please correct/mark this design brief.
Design Brief;
Young aspiring Tom Ashford, an 18-year-old man based in the city streets of Wangaratta is creating a café that will be available to everybody. The café is titled ‘Sunset’, which is a reference to his view on global warming, in which Tom plans to save the environment by using environmentally friendly materials however still wants his store to remain to be from Tom’s words “out there”. Which will influence consumers to visit the store. Sunset is located in the main streets of Wangaratta overlooking the Ovens River, which will provide a bright, happy atmosphere for anyone visiting. Creating a place for people of all ages and social statuses, to enjoy a wide range of assorted cakes, slices, donuts, and other sorts of delicious sweets, which will be reinforced throughout the whole design. Tom wishes to express his business through contempory or even futuristic designs, which is inspired from his love of modern buildings and structures.

Presentation(s)
•   The client requires a multi-purpose logo presenting the company name to help identify the brand, which the client has asked for it to be “attractive, that will make people go to Sunset rather then the other café’s next door” though Tom implies a concept of a sunset as an illustrated design is needed to communicate the stores conceptual ideas. The logo will appear on the surface designs of cake boxes and their business card. Communicating a wide range of the design principles and colour(s), which will be applied to the business card, but also using economic friendly materials which will be intended for the packaging of the sweets. Tom has also requested an exploration of the design principle ‘shape’ for both products although has left this discretion for the designer. 
•   The client desires plans, elevations and a three-dimensional model of the store in respect to its location. Tom wants the design to use environmentally friendly materials communicated throughout the three-dimensional model. Additionally the client suggests an exploration of the use of shapes for the design, explaining that a square or rectangle isn’t “out there”. Furthermore appealing to people the whole design, the client suggests that the store to be multiple stories to contrast with the surrounding buildings. 
•    Audience
The demographic for both presentations consists of a whole range of multicultural people aged from 12year old children to 80-year-old grandparents. This is to allow anyone such as children wanting a quick bite to eat or parents eating out with friends to all enjoy a range of sweets. The cafe won’t be particularly expensive allowing people from all socioeconomic status’s earning from 200 thousand a year to just 200 hundred a year to be able to purchase products from the store. However Tom mainly intends to construct the café at people who have views on protecting and saving the environment, as that is what Tom deeply cares about.
Purpose
The primary purpose of the logo is to help customers  identify with the brand and inform consumers on what the business is about. It will also be used to promote the café in and around Wangaratta in the business card.  Ultimately the packaging for the sweets is to use environmental friendly and recycled materials in order to help save the environment, though remains to appeal the audience in order to influence the consumers to buy more products.
Furthermore the plans, elevations and a three-dimensional model will help depict the design to the client. Once constructed, the design of the café will entice more customers to go to the café.
Context
The business card will be used and seen around the streets of Wangaratta, given out and presented in local stores such as Kmart and Woolworth’s bulletin board, and located next to the cash register on the counter for customers to grab. Furthermore the logo will be applied to products such as packaging or the store sign and the packaging for the products will be located in the store to put the sweets in before presenting to customers.
The context for the plans and elevations, and three-dimensional model will be communicated towards the client. As well as to the builders, to inform the builders what they are building by presenting the plans. Later reinforced through the three-dimensional model helping the developers develop their knowledge for the materials wanted for the store. 
Constraints and Considerations
The main restraints for the design will be the format of the presentation and also the size of the business cards. They need to be small enough to fit into a wallet or pocket but also still be able to read. The client has also asked for the design to adapt a good sense of materials such as matte or gloss that shows the quality of the paper, and wants it to be thin but doesn't have to. The logo would have to be a design that can easily adapt to other promotional materials.
The client has requests that the store uses the same colours of the logo, continued throughout the store, and the store needs to show modern shaped furnishing and has asked for the designer to contribute contempory concepts also though does not have to. The dimensions of the store need to be between 10000mm x 10000mm.
Presentation Format
Once the final design of the logo is produced it will be appropriately applied to the designed business cards and on the surface design of the cake boxes. The materials used for the final designs need to be glossy hard firm paper that is able to stand rough conditions. However the packaging for the sweets will need to be recycled materials that are still clean and sturdy enough to keep around.
The final presentation for the plans and elevations will be applied to Styrofoam paper and refined enough to be professionally presented.  Additionally accompanied by a three dimensional prototype communicating sorts of environmental friendly materiality that will be in the store interior and exterior.

[Joseph41]

Hey, Joshua Piper! Feedback attached. Disclaimer: I did VCD in 2012, so am a little rusty. I'm not going to comment too much on structure of the brief for that reason (I can compare it to some of mine later if you think that would be helpful), but I'll give some general feedback.

Design Brief;
Initial thought: this brief would probably benefit from a "Client" sub-heading.
Young aspiring Tom Ashford, an 18-year-old man based in the city streets of Wangaratta, is creating a café that will be available to everybody. What do you mean by "available to everybody"? I found that a little vague. The café is titled ‘Sunset’, which is a reference to his view on global warming; in which Tom plans to save the environment by using environmentally friendly materials, but wants to avoid being too "out there". (This sentence was a bit convoluted, so you might like to consider changing it to something like what I've suggested here.) Which will influence consumers to visit the store. Sunset is located in the main streets of Wangaratta Some context here would be good (like, that Wangaratta is located in Victoria, Australia) overlooking the Ovens River, which will provide a bright, happy atmosphere for anyone visiting. Tom Ashford wants to create Creating a place for people of all ages and social statuses, to enjoy a wide range of assorted cakes, slices, donuts, and other sorts of delicious sweets, which will be reinforced throughout the whole design. Tom wishes to express his business through contemporary or even futuristic designs, which is inspired from his love of modern buildings and structures.

Presentation(s)
•   The client requires a multi-purpose logo presenting the company name to help identify the brand, which the client has asked for it to be “attractive, that will make people go to Sunset rather then the other café’s next door”. though Tom implies a concept of a sunset as an illustrated design is needed to communicate the store's conceptual ideas. The logo will appear on the surface designs of cake boxes and their business card. Important is communicating a wide range of the design principles and colour(s), which will be applied to the business card, but also using economic friendly materials which will be intended for the packaging of the sweets. Tom has also requested an exploration of the design principle ‘shape’ for both products although has left this discretion for the designer. 
•   The client desires plans, elevations and a three-dimensional model of the store in respect to its location. Tom wants the design to use environmentally friendly materials communicated throughout the three-dimensional model. Additionally the client suggests an exploration of the use of shapes for the design, explaining that a square or rectangle isn’t “out there”. Wait - but didn't the client want to avoid being too "out there"? Furthermore appealing to people the whole design, the client suggests that the store to be multiple stories to contrast with the surrounding buildings. 
•    Audience
The demographic for both presentations consists of a whole range of multicultural people aged from 12 to 80. year old children to 80-year-old grandparents. This is to allow anyone such as children wanting a quick bite to eat or parents eating out with friends to all enjoy a range of sweets. The cafe won’t be particularly expensive allowing people from all socioeconomic statuses earning from $200 thousand a year to just $200 hundred a year to be able to purchase products from the store. However Tom mainly intends to construct market the café at people who have views on protecting and saving the environment, as that is what Tom deeply cares about.
Purpose
The primary purpose of the logo is to help customers identify with the brand and inform consumers on what the business is about. It will also be used to promote the café in and around Wangaratta in the business card. Ultimately the packaging for the sweets is to use environmental friendly and recycled materials in order to help save the environment, though remains to appeal the audience in order to influence the consumers to buy more products. I think the ultimate purpose of the packaging would be to physically hold the sweets in an effective manner.
Furthermore the plans, elevations and a three-dimensional model will help depict the design to the client. Once constructed, the design of the café will entice more customers to go to the café.
Context
The business card will be used and seen around the streets of Wangaratta, given out and presented in local stores such as Kmart's and Woolworth’s' bulletin boards, and located next to the cash register on the counter for customers to grab. Furthermore the logo will be applied to products such as packaging or the store sign and the packaging for the products will be located in the store to put the sweets in before presenting to customers.
The context for the plans and elevations, and three-dimensional model will be communicated towards the client - as well as to the builders, to inform the builders what they are building by presenting the plans. This will be later reinforced through the three-dimensional model helping the developers develop their knowledge for the materials wanted for the store. 
Constraints and Considerations
The main restraints for the design will be the format of the presentation and also the size of the business cards. They need to be small enough to fit into a wallet or pocket but also still be able to read. The client has also asked for the design to adapt a good sense of materials such as matte or gloss that shows the quality of the paper, and wants it to be thin but doesn't have to. The logo would have to be a design that can easily adapt to other promotional materials. Such as?
The client has requested that the store uses the same colours of the logo, continued throughout the store, and the store needs to show modern shaped furnishing and has asked for the designer to contribute contemporary concepts also though does not have to. The dimensions of the store need to be between 10000mm x 10000mm. I don't really understand this sentence pertaining to dimensions.
Presentation Format
Once the final design of the logo is produced it will be appropriately applied to the designed business cards and on the surface design of the cake boxes. The materials used for the final designs need to be glossy hard firm paper that is able to stand rough conditions. However the packaging for the sweets will need to be recycled materials that are still clean and sturdy enough to keep around.
The final presentation for the plans and elevations will be applied to Styrofoam paper and refined enough to be professionally presented. This will be additionally accompanied by a three dimensional prototype communicating sorts of environmental friendly materiality that will be in the store interior and exterior.

This sounds an interesting project! How are you formatting the brief? How do you think you'll present your final?

[Joshua Piper]

Design Brief;

Client
•   Young aspiring Tom Ashford, an 18-year-old based in the city streets of Wangaratta is creating a café that will be available to everybody regardless of their age, gender, occupation etc. allowing anyone to go to his cafe. The café is titled ‘Sunset’, which is a reference to his view on global warming, Tom plans to contribute to helping the environment by using environmentally friendly materials which will be incorporated through the packaging of the food and beverages, however still wants his store to be “out there”. Tom wish’s to express business through contemporary modern designs that is inspired from his love of modern buildings and structures. Sunset is located in the main streets of Wangaratta (located in Victoria, Australia) overlooking the Ovens River, which will provide a bright, happy atmosphere for anyone visiting. Tom Ashford wants to create an easily accessible cafe for people of all ages and social statuses, to enjoy a wide range of assorted cakes, slices, donuts, and other sorts of delicious sweets.

Presentation(s)
•   The client requires a multi-purpose logo presenting the company name to help identify the brand, which the client has asked it to be “out there, that will make people go to Sunset rather then the other café’s next door”, Tom implies a concept of a sunset as an illustrated design is needed to communicate the stores conceptual ideas. The logo will appear on the surface designs of cake boxes and their business card. Important is communicating a wide range of the design principles and elements, primarily focusing on the use colours. Which will be applied to the business card, but also using environmentally friendly materials that will be intended for the packaging of the sweets. Tom has also requested an exploration of the design element shape for both products although he has left this to the discretion of the designer. 
•   The client desires plans, elevations and a three-dimensional model of the store in respect to its location. Tom wants the design to use environmentally friendly materials communicated throughout the three-dimensional model. Additionally the client suggests an exploration of the use of shapes for the design, explaining that a square or rectangle isn’t “out there”. Furthermore, the client suggests that the store to be multiple stories to contrast with the surrounding buildings. 
•    Audience
The demographic for both presentations consists of a whole range of multicultural people aged from 12 to 80. This is to allow anyone such as children wanting a quick bite to eat or parents eating out with friends to all enjoy a range of sweets. The cafe won’t be particularly expensive allowing people from all socioeconomic statuses earning a small disposable income of $100 a week to be able to purchase products from the store. However Tom mainly intends to market the café for people who have views on protecting and saving the environment, as that is what Tom deeply cares about.
Purpose
The primary purpose of the logo is to help customers identify with the brand and inform consumers on what the business is about. It will also be used to promote the café in and around Wangaratta through visual association.  Ultimately the packaging for the sweets is to use environmental friendly and recycled materials in order to help save the environment, though the packaging aims to psychically hold the sweets in an effective manner.
Furthermore the plans, elevations and a three-dimensional model will help depict the design to the client. Once constructed, the design of the café will entice more customers to go to the café.
Context
The business card will be used and seen around the streets of Wangaratta, given out and presented in local stores such as Kmart’s and Woolworth’s bulletin boards, and located next to the cash register on the counter for customers to grab. Furthermore the logo will be applied to products such as packaging and the store sign. The packaging for the products will be located in the store to put the sweets in before presenting to customers.
The context for the plans and elevations, and three-dimensional model will be communicated towards the client - as well as to the architects, to inform the builders what they are building by presenting the plans. Later reinforced through the three-dimensional model helping the developers develop their knowledge for the materials wanted for the store. 
Constraints and Considerations
Tom Ashford maintains an excessive budget of 10 million dollars.
Nevertheless the restraints for the design will be the format of the presentation and also the size of the business cards. They need to be small enough to fit into a wallet or pocket but also still be able to read. The client has also asked for the design to adapt a good sense of materials such raw materials that show how the design is environmentally friendly. The logo would have to be a design that can easily adapt to other promotional materials.
The client has requested that the store uses the same colours of the logo, continued throughout the store, and the store needs to show modern shaped furnishing and has asked for the designer to contribute contemporary concepts although he does not have to. The dimensions of the store need to be between 10000mm x 10000mm, allowing the designer to create an interesting shape inside the area he has purchased.
Presentation Format
Once the final design of the logo is produced it will be appropriately applied to the designed business cards and on the surface design of the cake boxes. The materials used for the final designs need to be glossy hard firm paper that is able to stand rough conditions. However the packaging for the sweets will need to be recycled materials that are still clean and sturdy enough to keep around.
The final presentation for the plans and elevations will be applied to Styrofoam paper and refined enough to be professionally presented. This will be additionally accompanied by a three dimensional prototype, communicating environmental friendly materiality that will be in the store interior and exterior.


I got no idea how I'm going to format the brief or present the final :p, I just got 20/25 marks on my SAC's and just want to hopefully push my grade. Aha btw did you get my DM?

[Joseph41]

Hey, Joshua! Yep, I received your personal message. I'm at work at the moment, but I'm planning to type up one or two of my old design briefs in the next couple of days. And I might also make a post about how to get 100% on your folios (in 2012 we had to do two folios (I think it's now one?); I received full marks for both). Do you think that'd be helpful at all?

Anyway, back onto your brief. Overall, I think it's reading much more nicely!

Design Brief:

Client
•   Young aspiring Tom Ashford, an 18-year-old based in the city streets of Wangaratta is creating a café that will be available to everybody regardless of their age, gender, occupation etc. allowing anyone to go to his cafe. The café is titled ‘Sunset’, which is a reference to his view on global warming. Tom plans to contribute to helping help the environment by using environmentally friendly materials which will be incorporated through the packaging of the food and beverages, however still wants his store to be “out there”. I'm not really sure what you been by this - do you mean Tom wants it to deviate from the norm? Be unusual? Tom wish’s to express business through contemporary modern designs that is inspired from his love of modern buildings and structures. Sunset is located in the main streets of Wangaratta (located in Victoria, Australia) overlooking the Ovens River, which will provide a bright, happy atmosphere for anyone visiting. Tom Ashford wants to create an easily accessible cafe for people of all ages and social statuses, to enjoy a wide range of assorted cakes, slices, donuts, and other sorts of delicious sweets.

Presentation(s)
•   The client requires a multi-purpose logo presenting the company name to help identify the brand, which the client has asked it to be “out there, that will make people go to Sunset rather then the other café’s next door”. This last sentence doesn't really make sense. I'd suggest re-phrasing. Maybe something like, "The client requires a multi-purpose logo presenting the company name to help identify the brand. Ashford has asked for the logo to be "out there", so that "people go to Sunset rather than the other cafés next door". Tom implies a concept of a sunset as an illustrated design is needed to communicate the store's conceptual ideas. The logo will appear on the surface designs of cake boxes and their business cards. Important is communicating a wide range of the design principles and elements, primarily focusing on the use of colours (which will be applied to the business card), but also using environmentally friendly materials that will be intended for the packaging of the sweets. Tom has also requested an exploration of the design element shape for both products although he has left this to the discretion of the designer. 
•   The client desires plans, elevations and a three-dimensional model of the store in respect to its location. Tom wants the design to use environmentally friendly materials communicated throughout the three-dimensional model. Additionally the client suggests an exploration of the use of shapes for the design, explaining that a square or rectangle isn’t “out there”. Furthermore, the client suggests that the store to be multiple stories storeys to contrast with the surrounding buildings. 
•    Audience This is a little inconsistent; like, is it a heading?
The demographic for both presentations consists of a whole range of multicultural people aged from 12 to 80. This is to allow anyone such as children wanting a quick bite to eat or parents eating out with friends to all enjoy a range of sweets. The cafe won’t be particularly expensive, allowing people from all socioeconomic statuses earning a small disposable income of $100 a week to be able to purchase products from the store. Some people earn much less than this, so I'm not sure that it really caters for all socioeconomic statuses. However Tom mainly intends to market the café for people who have views on protecting and saving the environment, as that is what Tom deeply cares about.
Purpose
The primary purpose of the logo is to help customers identify with the brand and inform consumers on what the business is about. It will also be used to promote the café in and around Wangaratta through visual association.  Ultimately the packaging for the sweets is to use environmental friendly and recycled materials in order to help save the environment, though the packaging aims to psychically hold the sweets in an effective manner.
Furthermore the plans, elevations and a three-dimensional model will help depict the design to the client. Once constructed, the design of the café will entice more customers to go to the café.
Context
The business card will be used and seen around the streets of Wangaratta, given out and presented in local stores such as Kmart’s and Woolworth’s (on bulletin boards), and located next to the cash register on the counter for customers to grab. Furthermore the logo will be applied to products such as packaging and the store sign. The packaging for the products will be located in the store to put the sweets in before presenting to customers.
The context for the plans and elevations, and three-dimensional model will be communicated towards the client - as well as to the architects, to inform the builders what they are building by presenting the plans. This will be later reinforced through the three-dimensional model helping the developers develop their knowledge for the materials wanted for the store. 
Constraints and Considerations
Tom Ashford maintains an excessive budget of 10 million dollars.
Nevertheless the restraints for the design will be the format of the presentation and also the size of the business cards. They need to be small enough to fit into a wallet or pocket but also still be able to read. The client has also asked for the design to adapt a good sense of materials such raw materials that show how the design is environmentally friendly. The logo would have to be a design that can easily adapt to other promotional materials.
The client has requested that the store uses the same colours of the logo, continued throughout the store, and the store needs to show modern shaped furnishing and has asked for the designer to contribute contemporary concepts although he does not have to. This is a bit of a clunky sentence; I'd consider rephrasing. The dimensions of the store need to be between 10000mm x 10000mm I'm still not sure what you mean by "between", here, allowing the designer to create an interesting shape inside the area he has purchased. I don't think the designer has purchased the space!
Presentation Format
Once the final design of the logo is produced it will be appropriately applied to the designed business cards and on the surface design of the cake boxes. The materials used for the final designs need to be glossy hard firm paper that is able to stand rough conditions. However the packaging for the sweets will need to be recycled materials that are still clean and sturdy enough to keep around.
The final presentation for the plans and elevations will be applied to Styrofoam paper and refined enough to be professionally presented. This will be additionally accompanied by a three dimensional prototype, communicating environmental friendly materiality that will be in the store interior and exterior.


I got no idea how I'm going to format the brief or present the final :p, I just got 20/25 marks on my SAC's and just want to hopefully push my grade. Aha btw did you get my DM?

On second reading, my major point is this (and again, for context, I haven't done VCD since 2012): I feel there should be two individual design briefs, here. My understanding is that you're designing the actual cafe, but also the logo etc.? And they're very different things. Could you consider having it like "Presentation 1" for the building plans and "Presentation 2" for the other stuff?

Probably best to speak with your teacher about this.

And congratulations on your SAC results! What type of SACs?

[Joshua Piper]

I fixed up the errors you suggested.
The dot points indicate headings, though the formatting is loss when I copy and paste the word doc over to the website.
The 10m x 10m is dimensions for the building, my teacher said that saying inbetween allows myself to create a diverse shape instead of locking the dimensions at a square shape of just 10x10.
Thanks , i'd love to see your old design briefs!

[Joseph41]

Hey Joshua Piper (and others),

I've created a thread on making a 100% folio here. And I'll try to get some sample design briefs up in the next few days.

All the best!