The document discusses writing an effective design statement. It explains that a design statement should establish the design problem, desired outcome, target market, key issues to address, and how the proposed design will solve problems and achieve goals. It provides an example design statement about redesigning online shopping packaging for John Lewis to expand into Saudi Arabia. The statement identifies the problems of no local stores and customs inspection, then proposes a solution involving customized, reusable, and sustainable packaging to create an emotional connection for online shoppers.

1. Writing a Design Statement
Advanced Advertising – Branding and Marketing

2. Objective of Marketing and Advertising
Objective:A thing aimed at or sought; a goal.
▪ synonyms: aim, intention, purpose, target, goal, intent, object, end.
Client pays designer to
design a marketing
campaign to sell
his product.
Designer creates solution
without researching the
clients needs or target
market.
Marketing does not reach
needed target market,
Product does not sell,
client goes out of
business.
The goal of ALL marketing is to successfully sell
the product, service or message of the client.

3. Purpose of a Design Statement
The purpose of a Design Statement is to establish the context of the project
▪ What is the Design Problem that needs to be solved?
▪ What is the needed outcome from the project?
▪ Who is the target market/demographic?
▪ What are the main issues that must be addressed to reach that
market effectively?
▪ How will the project solve the problem, resolve the issues and deliver
the intended outcome?

4. Writing a Design Statement
▪ Because to properly address a Design Brief you must be able to explain how you
are doing to deliver what the client has requested.
▪ You must understand the problems that are presented by the brief.
▪ You must understand who the client is.
▪ You must understand who the target market is.
▪ You must properly identify the issues and problems that need to be resolved in
order to deliver the project and achieve the objectives of the brief.
▪ And you MUST BE ABLETO DOTHIS INWRITING.
Why are you writing a Design Statement?

5. Format for a Design Statement
What format should you be following?
▪ Most business writing follows a standard essay format.
▪ Introduction with a thesis sentence
▪ Body that supports the thesis sentence
▪ Conclusion that restates the thesis
▪ There is no ONE correct way to write a Creative brief /Design
brief/Design Statement.
▪ Different institutions and agency's will develop different templates in
order to unify their own presentations and projects.

6. Format for a Design Statement
What ALL of them have in common is content:
1. A problem that needs to be solved
2. A specific objective
3. A target market/demographic
4. The analysis of specific issues related to the project
5. A strategy developed from the synthesis of the data collected from the
analysis that will solve the problem by delivering the intended objective.

7. Format for a Design Statement
A Design Statement forTHIS class needs to:
▪ Introduce the problem you developed from the brief.
▪ End with a thesis sentence that encapsulates your strategy.
▪ Have body paragraph(s) that supports the thesis sentence through
analysis and synthesis.
▪ Have a conclusion that restates the thesis and leads us to your three
directions.
▪ Be no more than 500 words long. (Min 300, Max 750)

8. Example of a 450 word Design Brief
John Lewis wants to reinvent the packaging they use to deliver online purchases.The packaging
needs to develop an emotional link between the customer and the package, and give them the same
level of excitement and engagement that they would feel if they gone to a John Lewis store.There is
a large market for custom service and upscale quality merchandise in Saudi Arabia making it a logical
place expand their market.The targeted market is SaudiWomen between 20 and 35 who shop online
for fashion and items for the home.The package will be very customized, multi-functional, made of
sustainable materials that can be reused, and come with an individual personalization.This will
establish the feeling of custom service and create an emotional connection with the experience of
shopping online with John Lewis.

9. Example of a 450 word Design Brief
The main issue is that there are there are no John Lewis stores in the Gulf Region, requiring that
packages be delivered from London to Saudi Arabia. In order to create the feeling of emotional
connection and personal service the interior packaging will use seasonal wrapping papers and
decorated with graphics that reflect the culture of Saudi Arabia, national and religious holidays and if
requested birthday, wedding or other special occasions.A hand written note from the person packing
the box will be including as well as the gift of a personalized stamp with the shopper’s initials.
Because customers order more than one item when making purchases online, the package can
combine multiple elements in one package.The inner package can be reused as a storage box and
can be personalized with the included materials. All of the packing materials will be created from
sustainable materials and be easily reused or recycled.

10. Example of a 450 word Design Brief
A second related issue is that all packages entering Saudi Arabia are opened and reclosed going
through Saudi customs.The package is designed for one package to be inserted inside of an outer
mailing package to protect it during delivery and customs.The packaging is easy to open and close,
so that the government can check it before it enters the country without need to rip the box and seal
it again with tape.The outer packaging is very stable to protect the products during shipping.

11. Example of a 450 word Design Brief
The combination of custom packing materials that reflect the culture of Saudi Arabia and
individualization of the order will accomplish the goal of creating an emotional tie to John Lewis
sustaining their tradition of personal shopping and attention to detail. Minimizing waste while
ensuring that the products are delivered in good condition will further reinforce the positive feelings
associated with John Lewis and create a strong feeling of emotional attachment that will ensure
repeat customers.