Phase 2: Analysis

In this phase, the designer examines the materials gathered in the Orientation Phase and develops the strategy and direction the project will take. Furthermore, the designer and client will develop a Design Brief to define what the design solution will entail.

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Developing a Strategy:

The strategy determines how the client will position their brand within the marketplace. Some questions to consider:

• What is the message?
• What is the competition doing?
• What is the client's problem?

Developing a Design Brief:

A Design Brief is a strategic plan the designer/agency builds and agrees to with the client. The Design Brief is a written document that outlines the specifics of the project and narrows the focus of the strategy. The Design Brief is implemented as a measurement tool as the designer works through the conception phase.

Additional Resources

How to write an effective design brief
Canva's design school reviews the components of what makes a successful design brief.

The Project Brief Toolkit
A collection of sample project briefs and templates for you to use on your projects.

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References:
Landa, R. (2014). Graphic Design Solutions (5th ed.). Boston: Wadsworth.

Notes:
Design process image created from Adobe Stock #235619669