Clear Brief on One Page - Why Most Design Projects Fail Before They Start | Ep. 91

Giraffes Don't Eat Steak - for curious marketers who zig when others zag!

Clear Brief on One Page - Why Most Design Projects Fail Before They Start | Ep. 91

Mark Wojcicki has been a graphic designer for over 40 years. At nearly 65, he's returned to his first love - fine art - and he's applying everything he knows about marketing to sell his work. The result? 10 commissions lined up and multiple sales from his first exhibition.
In this episode, Mark shares how marketing principles work across any industry, what makes a design brief actually work, and why some brands are going backwards in time.
Key Topics Covered:

How to run a private view like account-based marketing
What makes a brief work (hint: one A4 page)
The surprising 100% retention, 0% acquisition trend
Why Co-op went back to their 1970s logo
Standing out vs fitting in with your brand
What you want people to FEEL when they see your logo
Chapters:

00:00 Introduction
01:00 Mark's journey from art to design and back
05:20 How marketing skills transfer to art sales
09:47 The power of the private view
14:01 What makes a good design brief
21:40 Target audience clarity challenges
26:20 The retention vs acquisition debate
31:17 Brand consistency vs change
36:38 Logo trends and emotional impact
43:15 Mark's advice for designers
48:30 Key takeaways

Connect with the hosts:
Erica: https://www.linkedin.com/in/erica-mackay/
Alex: https://www.linkedin.com/in/alex-bilney/
Get in touch with us at The Marketing Detective Agency - www.themarketingdetectiveagency.com
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