mario garcia

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Good briefingsThe best way to kick off a redesign project, or the creation of a new

publication, is through a thorough briefing.

A good briefing is that rare chance to gather key members of the

group who will be in charge of creating the new design and get

them around the table to present ideas.

Briefings, even though they should be free-form meetings, must

begin with a structure of what goals to achieve. I have always main-

tained that all projects begin with a sort of “fantasy” stage where

one deals with what could be, and abandons totally any discussion of

restrictions of what cannot be done. Of course, all projects have a

reality stage as well, but it comes much later.

In my experience, many projects that started with questions of

“What if....” moved on to a higher level of innovation when those

in the group answered with “Why not?” Technical obstacles, human

resources limitations, budget dilemmas, and deadline restrictions

are all part of the reality that will raise its head soon enough

during the course of a project, but to start with these as the basis

of discussion represents a wasted opportunity to be creative. Some

tips for briefings that lead to innovation:

Gather a small group, or one manageable enough in size that

allows for full participation of all.

pure design

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Start with an outline of goals to be accomplished: I emphasize the

need to discuss the “sunrise” and “sunset” categories. What should

we preserve? What should we eliminate? What new topics need to

be included?

Deal with philosophical discussions of what lies ahead. A redesign

is not done for today, but more likely for the next five years in the

life of the publication. Who will be the new potential readers?

What target audiences are we trying to reach?

Dream a little: consider a different format, a new color palette,

new ways of telling stories, an original typographic font, or even

a new logo. Briefings are the ideal stage for discussions of the

impossible, which, in some instances, becomes reality.

Bring to the table the organization’s best and most innovative

minds, regardless of titles or positions.