Most businesses hire a graphic designer to design logos, marketing material, websites etc.

(And, in my humble opinion if you don’t use a graphic designer, you really SHOULD invest in outsourcing your creative because your brand is a HUGE part of your overall brand)

I asked my fabulous friend Eva MacNeil – former colleague and Art Director from Weddingbells Magazine (now professor at Sheridan College)….

Q. What kinds of things should a company have prepared before they approach a graphic designer?

A. Before hiring your designer, it’s best to have a good idea of the intended message for the visual communication and some ideas of what your deliverables will be. If possible, begin a creative brief that will help to clarify your initial ideas and the direction you would like to pursue.

The Creative Brief:

Many designers can assist you with the creative outline. Be prepared to spend some time with the designer to discuss your needs and to brainstorm some initial ideas. This will require some basic information about your organization or business and will help to pull together the final product.

For example a creative brief will help to define the following points:

  •  What is your business all about?
  • Who is the competition and what are they doing?
  • What is the purpose of the piece or website?
  • What exactly are you hoping to communicate?
  • Who is the target audience? (age, sex, demographic, etc.)
  • What results are you expecting to generate from this?
  • What types of visual communication will be considered? (print ad, poster, brochure, direct mail campaign, website, blog, etc.)

You will also need to agree on the expectations of your designer and a time-frame for deliverables.

A creative brief is something that you can begin to prepare before meeting your designer, but you will still need to discuss each point together with an open and creative mind.

Having worked at a marketing agency, the Creative Brief is a MUST for every creative campaign.

It’s an essential part of the overall strategy and will keep you and your designer on track for time, look-and-feel.

Next creative question for Eva:

Are there any design “secrets” you can share with us? (Meaning, what’s a little insider tip that we could all benefit from knowing about)

Stay tuned (or email me at leslie@punchmedia.ca and I’ll email you an advanced version of the post)

About Eva MacNeil Creative

A full service design studio that offers graphic design services from print to web — including brochure & ad design, photography & image retouching, visual identity concepts, along with social media strategies & graphics that visually promote your business.
email: evamacneil@mac.com

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About Leslie Hughes

Leslie Hughes is a LinkedIn Optimization Specialist, LinkedIn Top Voice, and Corporate Trainer with over 25 years of experience in digital marketing and LinkedIn profile writing. As the Principal of PUNCH!media and author of "CREATE. CONNECT. CONVERT," Leslie helps executives and professionals optimize their LinkedIn profiles, generate leads, and attract higher-paying clients. Recognized as a LinkedIn Top Voice—an exclusive honor from LinkedIn—Leslie is a trusted authority on LinkedIn profile optimization, AI-driven marketing strategies, and digital identity management. Her expertise has been featured on CBC Radio, where she was called a "Social Media Guru," and on CTV’s "The Social," where she shared strategies for managing digital identity. Leslie empowers professionals to leverage generative AI tools like ChatGPT to enhance marketing strategies, boost efficiency, and create impactful content that converts. She helps businesses understand how to use LinkedIn for lead generation and how AI can revolutionize their digital marketing efforts. Leslie has worked with top organizations like Investment Planning Counsel, Guardian Life Insurance Company of America, JLL, and Franklin Templeton, optimizing LinkedIn profiles and providing corporate training that delivers measurable results. Leslie is a former college professor and co-lead instructor for Ontario Tech University’s Social Media Marketing and Digital Management Certificate. Whether you need a LinkedIn profile writer, corporate trainer, or AI marketing specialist, Leslie Hughes can help you elevate your digital presence and transform your marketing strategy. Ready to take your LinkedIn profile and corporate training to the next level? Learn more at www.punchmedia.ca.