How to tackle a brief to a designer

A good brief is the difference between a smooth creative process and a frustrating one. It does not need to be long, formal or perfectly written. It just needs to give the designer enough context to do their best work. Here is what to include.

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1. Quick Facts About Your Business

• What does your business do?

• Who are your customers?

• What makes you different?

• Send through any existing brand assets (images, past collateral), logos, fonts or colours

2. The Project

• What do you need designed?

• Where will it be used, print, digital, signage, social?

• Is this a new task or a refresh of an existing one?

3. Look & Feel

• Whats the vibe? Short and sharp, detailed, friendly infographic or luxury refined?

• Brands or designs you admire and why

• Anything you definitely do not want

4. Copy and assets

• Is your copy final or close to final?

• Do you have photography, imagery or existing assets to share that is to be included?

• Are there any brand guidelines or style references to work from?

5. Practical details

• What is your timeline and key deadlines?

• What is your budget?

• Are you the reviewer / point of contact?

A good brief does not need to be perfect, but enough information can make the task more seamless. When in doubt, share more rather than less.