Start with the decision
Describe what you want your audience to do next. Booking a conversation, understanding a new service and choosing between two products are different jobs. A clear decision gives the creative work a purpose.
- Write one sentence about the business problem.
- Name the primary audience and what they already know.
- Choose one action that matters most.
Bring evidence, not just adjectives
Words such as bold or premium can mean different things. Share your offer, useful customer questions and a small set of references. Explain what you like about a reference without asking for it to be copied.
- Include your current website or sales material.
- List the claims you can support.
- Explain the qualities you want to retain or change.
Make the boundaries visible
A brief is more useful when it identifies the practical limits. Name the channels, formats, budget range and any fixed date. Distinguish a genuine deadline from an ideal one.
- List the assets or pages you actually need.
- Identify content or access that is still missing.
- Name the person who will approve the work.
Leave room for a considered response
A brief should define the problem without prescribing every design decision. Ask for a proposal that explains the scope, review stages, deliverables and assumptions. That is the point at which the work becomes a shared plan.
- Ask what is included and excluded.
- Agree how feedback will be collected.
- Confirm handover formats before work begins.
Turn the preparation into a conversation.
You do not need every answer before getting in touch. Bring what you have, and we can clarify the scope together.
Discuss your project