How to Brief a Designer So You Don’t Waste Time or Money
Most bad branding projects don’t fail because of talent. They fail because the brief was vague.
This guide helps you write a brief that saves weeks, protects your budget, and leads to better work.
What a Good Brief Actually Does
A strong brief:
sets direction
clarifies goals
defines success
removes guesswork
prevents endless revisions
Start With the Business, Not the Aesthetic
Include:
What you sell
Who you serve
Your stage
Growth goals
What triggered the project
What’s broken
What’s working
Define the Audience
Don’t say “everyone.”
Say:
primary buyer
industry
size
mindset
objections
decision-maker
State the Problem Clearly
Examples:
site isn’t converting
brand feels outdated
messaging is unclear
expanding offerings
preparing for growth
What You Need Built
List deliverables:
brand identity
website
templates
social kit
launch assets
deck
messaging
Budget Range (Yes, Really)
Designing blind helps no one. Even a range prevents misalignment.
Timeline + Constraints
launch date
events
investors
legal review
seasonal factors
Decision Makers
Who signs off? How many voices? What happens if opinions clash? This matters more than mood boards.
Reference Brands (With Context)
Don’t just paste logos. Explain:
what you like
what you hate
what feels right
what doesn’t
How Success Will Be Measured
Traffic? Leads? Conversion? Confidence? Name it.
Red Flags in a Brief
🚫 “Make it pop”
🚫 “We’ll know when we see it”
🚫 No budget
🚫 No decision maker
🚫 No goals
🚫 No timeline
→ Explore Brand Identity
→ Apply to Work Together
