The quality of a design project is often decided before a designer opens their software. A good brief gives your designer the understanding they need to solve the right problem, and it saves everyone time, rounds of amends and frustration. You don’t need to be a design expert to write one. You just need to answer a few key questions.
1. Tell us about your business
Start with the basics: what you do, how long you’ve been doing it, what makes you different, and the values that matter to you. A designer who understands your business can make far better decisions on your behalf.
2. Explain the objective
What should this project achieve? “A new brochure” is a deliverable. “A brochure that helps our sales team win more contracts with facilities managers” is an objective. The clearer the goal, the more focused the design.
3. Describe your audience
Who will see this, and what do they care about? Age, sector, location, level of technical knowledge and what might stop them buying all shape the design. A piece aimed at first-time home buyers needs a very different approach from one aimed at procurement managers.
4. List the deliverables
Be specific about what you need:
- formats and sizes (A4 brochure, roller banner, social media graphics);
- page counts or number of variations;
- quantities, if print is included;
- file types you need to receive.
If you’re not sure, say so. A good designer will help you work it out.
5. Share the content you have
Let us know what text, photography and logos already exist, and what still needs creating. Content is the most common cause of project delays, so be realistic about who is writing copy and when it will be ready.
6. Show us what you like (and don’t)
Examples are incredibly helpful: competitors, other brands, websites or printed pieces that appeal to you. Things you dislike are just as useful. Try to explain why, whether it’s the colours, the layout or the overall feel.
7. Be clear about budget and timescales
Sharing a budget isn’t about inviting us to spend it all. It helps us recommend the right approach, whether that’s paper stock, the number of concepts or the scale of the project. Likewise, a firm deadline, such as an event date or launch, lets us plan backwards and flag any risks early.
8. Agree who signs off
Decide who gives feedback and who has the final say. Projects run smoothly when feedback is gathered and consolidated rather than arriving from five different people at different times.
Common pitfalls to avoid
- Prescribing the solution (“make the logo bigger”) rather than describing the problem (“people aren’t noticing who we are”).
- Changing the brief halfway through without discussing the impact.
- Holding back information because it seems obvious. It rarely is to someone outside your business.
Don’t worry if your brief isn’t perfect
Many of our projects start with a conversation rather than a document. We’ll ask the right questions, fill in the gaps and send back a written summary so we’re both clear on the plan before work begins.
Got a project in mind? Get in touch and we’ll help you shape the brief.