Effectively briefing a design project can be tricky. How do you know what they need to know? But it’s also important as, without all the information, projects can take longer and go over budget. Getting it right from the beginning helps to ensure you and your designer are always on the same page, limiting the chance of miscommunication.  

So, what should you include when completing a creative brief?  

Give a short and concise overview of what you are looking for. 

What is the Point?  

What is the goal of the project or campaign? You could be trying to reach a new customer or trying to raise brand awareness. It is important that your designer understands the point behind the project and what you are trying to achieve.  

Who are We Talking to?  

Knowing who we are designing it for can help to inform the language and tone, design aesthetics, and whether we implement any design trends. Knowing who we are talking to helps us to effectively communicate with them.  

Context for the Content 

Any background information about the business or previous projects can help inform the design of the project. Details such as core values, competitor details or things to avoid in terms of the brand will all help to get the designer on the right track from the beginning.  

Shake your Assets 

Ensuring your designer has any brand guidelines and assets from the word go means that there is no time wasted, and anything produced is in line with your visual identity. In addition, any photography, links to image banks, logo files etc. all contribute to ensuring efficiency.  

In addition, any considerations or internal preferences should be communicated as early as possible. For example,  

“The video file needs to be less than 10MB”  

“We have to include this symbol on our packaging to comply with regulations” 

“We prefer to use black and white photography for external assets”  

Copy That 

Your designer is excellent at creating beautiful things. However, it is unlikely that your designer is an expert at writing copy. Setting expectations from the beginning about what you may need additional support with and clearly identifying responsibilities can help to prevent delays in your project down the line. If the requirement is for a flyer to be designed, who will provide the content?  

Delivering the Goods 

What are the required deliverables? Will this be digital or print? If digital, what platforms will they be used on? If print, what size is required? What file formats are needed? Your designer can help you with the specifics but communicating the placement of the designed asset will help to prevent delays to your project.  

All in Good Time 

When do you need the final design? Do we need to factor in time for a print run? Ensure you are factoring in a chance for you to review and make amends. Arranging check-in points can help everything stay on track.  

It’s important to remember that whilst being clear and specific is helpful for a designer, it is also important to trust them. Designers may come back with recommendations or changes to the brief. A designer's job is to be a problem solver and think about the best way to visually communicate. They are experts, so be open-minded to a discussion about why the original idea may not be the best fit for your project. Projects may have a better outcome if you choose to work collaboratively with your designer.