Why I Don’t Accept Briefs Anymore

It’s a clear provocation; the brief is a fundamental aspect of the relationship between designers and companies. However, there was a moment in my career when I decided to decline some briefs and invest that time in research to enhance my design methodology and philosophy.

A common practice in the design industry is to send briefs to designers to generate design ideas, commonly known as a pitch. Many companies have marketing departments that, in collaboration with sales, decide what information to provide designers to select concepts and generate ideas. Some briefs, particularly those sent by renowned brands like +Halle, involve inviting exceptional designers such as Philippe Malouin to collaborate and develop innovative ideas.

Others employ a method I don’t particularly favor, but it's part of the game: sending a PDF to designers, especially emerging ones, with some references and indications. Later the studios send out an idea and ask for a simple “yes” or “no” response.?

This is a game played by some and there is a good talk by Benjamin Hubert that explains how it works during a conference at Design INDABA. It is called “Benjamin Hubert on how to redesign the way you work to make a bigger, better impact”, you can copy and paste the title on Youtube, it is the first result.

The real issue doesn’t lie in the pitch itself, as everyone is free to employ their strategies. Sometimes, it offers opportunities for individuals without a portfolio of products in production. The problem arises when briefs contain instructions like “create something similar to this product,” “incorporate these soft lines,” or “follow this trend.”

We all know where this leads: far away from innovation. Products fashioned according to trends quickly become outdated, resulting in wasted project and development efforts. This poses a significant risk, especially for emerging designers who strive to get their work into production. The outcome often feels generic and fails to cultivate a critical sense in design.

The best work from emerging designers emerges when they have the freedom to express their unique vision of the world. This freedom mostly leads to innovation. Following trends rarely yields something truly new. Ideally, designers should find time (and resources) to develop independent projects that enhance their skills and methodologies.

In a recent conversation about design with Jamie Wolfond, it emerged that some designers find individuals (or galleries or investors) interested in their research and fund their work. This serves as a valuable tool for experimentation, enabling them to deliver their best work when prominent brands come knocking.

The most fruitful collaborations between designers and companies occur when designers are not merely following trends but are asked to express their opinions on specific themes, which later become projects.

Throughout my career, I’ve endeavored to draft a manifesto (you can find it on my website, although it will be updated next year) to establish my job expectations. What I mean is that what makes us special is ourselves. By setting certain guidelines (even if the guideline is “no rules”), we chart a course that leads to a specific outcome by the project's end. By doing so, others begin to visualize the outcome and approach you to achieve that result. Of course, this requires effective promotion, but if your work is outstanding, word spreads. Who knows, maybe next time, you will find yourself alongside Philippe Malouin.

Your opinion is important to me, let me know what you think in the comment and create a meaninful debate for the design community.