Choose a working habit before choosing a product
Ask what the recipient is likely to use in the months ahead. A desk calendar suits a different routine from a portable notebook or an accessory pouch. Review the workspace, the amount of travel and the tools already provided by the employer. Do not assume that every recipient wants a dated planner. Compare a dated and an undated option when the audience’s planning style is not well understood.
For a set, give each piece a distinct role. A notebook and pen may support the same task, while additional items should earn their place through a clear use case. Consider the complete size, the carrying method and whether the recipient can start using the gift without rearranging a crowded desk. Keep the brief focused on the planned habit so a visually attractive substitution is still judged against the original purpose.
Control year-specific information and timing
Decide where the year belongs: on the product, on a removable card or only in the greeting. Permanent year-specific branding may be appropriate for some items, while an undated product can remain useful beyond the campaign period. Review every place where the year appears, including outer packaging and enclosed material. For calendars or dated planners, check the complete date layout rather than treating the cover as the only page requiring approval.
Set an intended handover window and confirm it with the relevant teams. Work backwards through product selection, artwork checking, packing and delivery arrangements. If different offices resume activities at different times, record separate receiving contacts and dates. Avoid printing a time-sensitive message before the distribution plan is clear. A useful item can still be undermined by a greeting that no longer fits the moment when it reaches the recipient.
Worked hypothetical example: an annual team kickoff
Imagine a business preparing gifts for an annual team kickoff. This is a hypothetical planning example. The initial idea is a dated desk planner for everyone. After reviewing how staff work, the team compares it with an undated notebook and a short kickoff card. Colleagues who move between locations prefer the portable format, while a smaller office group still has a clear use for a desk calendar. The brief records the reason for each version.
The team approves a shared visual identity and separate contents lists rather than forcing both groups into one set. Brandkom can help shortlist actual references and clarify the available branding and packaging. Keep year-specific card artwork separate from the approved product specification. If distribution changes, review the greeting and affected quantities before production or packing proceeds, and record who approved the revised version.
Before you move forward
- Identify the work habit the gift should support repeatedly.
- Compare dated and undated options when audience needs differ.
- Check every appearance of the year and all calendar pages.
- Confirm receiving contacts and the intended distribution window.
- Keep product approvals and seasonal message versions clearly recorded.
Common questions
Must a New Year gift have the year printed on it?
No. The year can appear on a greeting or removable card when that better suits the product. Choose permanent dating only when it supports the intended use or meaning. Check all dated artwork carefully before it is approved.
What should happen to gifts left after the campaign?
Review the contents, message and condition before deciding whether they are still appropriate for another use. Undated items may offer more flexibility, but remove or update outdated material only through an agreed process. Do not distribute a misleading seasonal message by default.
Ready to turn the brief into a shortlist? Explore the catalogue or start a project in Brandkom’s free Gift Design Studio.