Every project we have seen go wrong had one thing in common: a vague brief. Every project that went smoothly had a short, sharp one. The brief is not admin before the work — it is the first piece of the work.
What goes in
- The problem, in one paragraph.
- Who the work is for, and what they should do next.
- How you will measure success.
- The budget range and the real deadline.
- Who makes the final decision.
What stays out
Solutions. A brief that says “we need a carousel” has skipped the interesting part. Describe the problem and let the team propose the answer.
One page, written honestly, beats a twenty-slide deck written to impress.
Write it together
Our kick-off workshops end with a one-page brief that everyone signs off. It becomes the reference for every design review that follows. Our brand brief template is free if you want a head start.