Lesson 1 Arch564 Programing Intro - The Brief

Architectural The brief
programing
???
What is architectural programing?

definition
Architectural programming involves research and decision making that

helps the architect and owner establish performance requirements and
design criteria for the project.
Programming can range broadly from identifying the project’s goals and
objectives to particular elements, such as the precise characteristics of a
space. It is an essential first step before the design phase and a critical
communication tool throughout the project.
A program guides participants from concept to construction documentation.

The architect typically starts with a general draft at the beginning of the
project, then expands and edits it into a final document.
definition
Programming can be time-intensive, costly, and varies with

each owner and project.
As such, it is not easy to estimate these fees upfront to include

in the architect’s basic services.
On some projects, the owner may engage one architect for

programming services and use that program to solicit a
different architect for design services.
On other projects, the owner may want the design architect to

include programming as part of its design services.
definition
What is it that we are doing?
- Determining what are we building here.
- Working with the client to establish the performance requirements.
- “”””””””””””””””””””””’””””””””””””””””” the design criteria of the project.
- Identifying the clients’ goals and objectives in creating this project

(for example the characteristics of the space, needed pax, limits and restrictions)
???
Where do we start?
1
The Brief:
???
Who are the stakeholders?

definition
The stakeholders?
- The client / sponsor / decision maker

Responsibility:
To provide clear and accurate data regarding the requirements (services / general
mood / brand guidelines / design criteria etc…
- The architect ( or design team representative )

Responsibility:
To note the requirements of the client, ask subject related questions, advise the client
as per previous experience, send minutes of meetings for approval.
White board exercise
How do we start?
exercise
exercise
Project brief
Design related brief: Management related brief:
- Facility type - Project completion timeframe
- needed services - Project budget guidelines
- User capacity (PAX) - Project quality guidelines
- Location
(area, surrounding, limits, restrictions)
- Brand guideline if existent
- Etc..
What next?
Writing the brief
A client brief is essentially a recorded document that helps in guiding and animating any
project.
The client brief, written by a client, explains the ins and outs of a project to the agency who’ll
be working on it.
It acts as a blueprint for your project that helps synchronize all stakeholders involved in the
project and bring cohesiveness to the group.
So why write a client brief ?
So why write a client brief ?
A client brief reduces the ambiguity and misunderstandings related to a project, eliminating the need for
expensive revisions.
Once the document is created, communicated, and agreed upon, both parties can refer back to it at any
point during the project completion phase and stay on track. Having a centralized location for all goals and
information is essential for agencies to do their work as per the client’s needs and deliver the project to
perfection.
Over 79% of clients and agencies agreed that it’s difficult to produce good creative work without a good
brief.
The agency uses the client brief to understand a company, their functioning, brand position, target
customers, financial situation, and more.
This, in turn, helps them come up with creative and effective solutions to the client’s problems.
The better a client describes their brand and business issues, the better the agency would be able to work
on them and come up with great output.
This is why it’s essential that the client spends enough time drafting a brief and collaborates with the
agency to create a robust document.
The first step to writing a client brief is to communicate what the client brand does (what do they do, their
core operations, how long have they been in business?) is all about to the agency.
Understanding the client mission, vision, and story behind the brand helps the creatives analyse the
business and create suitable strategies. This section can also include your most important company goals,
values, and the tone of your brand. Make sure you articulate all this information correctly to help out the
agency working on your project.
The next step is for the client to write a detailed section about what needs to be done, when,
and by whom. This section will talk about business challenges and how the project they need
the agency to complete will resolve those challenges.
Only when the agency has a clear-cut understanding of the objective of the project will they be
able to work on it properly and deliver the desired results.
If the client is unable to articulate the challenges and goals of the project, then they should
work with the agency, and ask for their suggestions. This will ensure an easier workflow and
make sure that everyone is on the same page.
Before creating strategies to implement the project, the client needs to clearly describe their
target market and their intended audience.
This part is important for you to drill down the specific types of consumers and describe their
wants and needs.
This section should include all the businesses in the client niche that are targeting the same
customer as your client. You can learn from their strategies, keep a tab on their campaigns,
decipher their most successful products, and learn from their failed attempts.
Add a list of all the competitors here to make sure you quickly grab an idea of the type of
businesses they are up against. While you add the competitor’s list, another great idea would
be to add your strengths and weaknesses as a brand and how they stand out from the
competition.
Don’t forget to discuss the budget allocated for the project with the client to keep tabs on the
expenses.
Allocating a specific budget will ensure that you don’t overspend and use your resources well.
While this may sound limiting, a budget keeps all stakeholders humble and focussed and
often brings out cheaper, creative solutions to problems.
Once you are done drafting the brief, it’s time to share it across the teams you’ll be working
with.
Be willing to answer any question or entertain any feedback they have.
This will further solidify your relationship with them, boost support for the project, and ensure
that all team members are on the same page.
N.B. keep in mind these elements when taking a brief from your client
• Human: Functional, social, physical, physiological, and psychological.
• Environmental: Site, climate, context, resources, and waste.
• Cultural: Historical, institutional, political, and legal.
• Technological: Materials, systems, and processes.
• Temporal: Growth, change, and permanence.
• Economic: Finance, construction, operations, maintenance,

and energy.
• Aesthetic: Form, space, colour, and meaning.
•Safety: Structural, fire, chemical, personal, and criminal.

Consider
Client:
Franchise
Flagship
store in
Rabieh
Consider
Client:
Airport lounge

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Architectural The brief

What is architectural programing?

Architectural programming involves research and decision making that

A program guides participants from concept to construction documentation.

Programming can be time-intensive, costly, and varies with

As such, it is not easy to estimate these fees upfront to include

On some projects, the owner may engage one architect for

On other projects, the owner may want the design architect to

What is it that we are doing?

- Determining what are we building here.

- Working with the client to establish the performance requirements.

- “”””””””””””””””””””””’””””””””””””””””” the design criteria of the project.

- Identifying the clients’ goals and objectives in creating this project

Who are the stakeholders?

- The client / sponsor / decision maker

- The architect ( or design team representative )

- Facility type - Project completion timeframe

- needed services - Project budget guidelines

- User capacity (PAX) - Project quality guidelines

- Brand guideline if existent

• Human: Functional, social, physical, physiological, and psychological.

• Environmental: Site, climate, context, resources, and waste.

• Cultural: Historical, institutional, political, and legal.

• Technological: Materials, systems, and processes.

• Temporal: Growth, change, and permanence.

• Economic: Finance, construction, operations, maintenance,

• Aesthetic: Form, space, colour, and meaning.

•Safety: Structural, fire, chemical, personal, and criminal.

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