Designing the brief

Good design starts with good questions…

Bespoke kitchens are a marketplace where it’s very hard to tell companies apart. Communications have tended to be a game of ‘me too’, with few companies breaking ranks to present a clearly-differentiated offer.

Family business Martin Moore & Company originally came to me via its PR company as part of a process of meeting design companies in connection with the planning of a second London retail site. Good ideas will be central to updating the company’s positioning – but first, I felt, Martin Moore & Company needed a good brief. So as an alternative to design, I offered to write one.

The process involved analysis of the company’s existing materials, of the marketplace, of other communications about interiors and a draft brief discussed at a working meeting with Arc PR. The final brief gave Martin Moore & Company a strong start for a confident set of communications designed to build on its success.