Writing a design brief isn't as straight forward as it seems. If your hedge fund, asset management firm, or private equity business is in need of a fresh new look, you've come to the right place.
Maybe your brand has been around since the early 2000s, and let’s be honest, it shows. Or perhaps you’re launching a new fund and want to make an impact right out of the gate. Whatever the reason, you’re about to embark on a brand transformation. But before you hand everything over to an agency and hope for the best, you need one crucial thing: a solid design brief.
Think of your design brief as the compass guiding the agency through the maze of your financial world. Without it, you might end up with a brand that looks like it belongs on a bakery sign rather than an asset management powerhouse. Here’s how to get it right (without the jargon overload).
Start with the Big Picture
Agencies love context. They need to understand who you are, what you do, and why it matters. Don’t assume they know the difference between hedge funds and private equity (they might, but let’s not take risks—after all, you’re in finance). Explain your firm’s history, ethos, and what sets you apart.
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What does your firm do?
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Who are your clients (institutions, HNWIs, family offices)?
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What are your core values?
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How do you want people to feel when they see your brand?
Define Your Brand Personality (No, Really)
Words like “professional” and “trustworthy” are a given in finance, so dig deeper. Do you want to be seen as modern and cutting-edge or more traditional and conservative? Should your branding whisper exclusivity, or would you rather it scream innovation? Here’s a fun test: If your firm were a car, what would it be? A Bentley? A Tesla? A blacked-out Range Rover? This helps agencies capture your brand’s essence.
Give examples of brands you admire (both inside and outside finance). Maybe you like the sleek confidence of BlackRock’s branding, or the heritage-meets-modernity of Schroders. Don’t worry, no one’s accusing you of copying. It just helps steer the design team in the right direction. Be clear about deliverables. A brand refresh might include a new logo, colour palette, typography, and imagery guidelines, but do you also need a website revamp? Stationery? LinkedIn banners? Outline what’s essential now and what can come later.
Specify Any Non-Negotiables
Are there colours you absolutely want to keep? Fonts that give you nightmares? Any legal requirements? If you’re working with a regulatory body, your brand might need to comply with specific guidelines. Mention these upfront, no designer enjoys last-minute surprises. Your brand isn’t just for you, it’s for your clients. What kind of people are they? Institutional investors? Pension fund managers? Tech entrepreneurs? Knowing your audience helps designers create branding that resonates with the right crowd.
Rushed branding is rarely good branding. If you need a complete rebrand in two weeks, you might get something that looks like it came from a logo generator.
Work with us to set a reasonable timeline that allows for strategy, concept development, and refinements.
Budget: Yes, You Need One
Agencies need to know what kind of budget they’re working with. If you’re expecting a multi-phase brand strategy, website, and marketing materials, be upfront about how much you’re willing to invest. A strong budget ensures the agency allocates the right resources to deliver something exceptional.
Finally, while you should have a clear vision, remember why you’re hiring an agency in the first place. They’re the experts. Give them room to bring fresh ideas to the table. After all, the best results come when finance meets creativity.
Ready to Brief Like a Pro?
By putting together a well-thought-out design brief, you’re setting the stage for a brand that truly reflects the strength and sophistication of your financial firm. And who knows? Your new branding might just be the best investment you make this year.