Here's what most people get wrong about briefing a designer: they think they need design words. You don't. A good brief answers two questions: what is this for, and who is it meant to reach?
Start with the job, not the look
Before colours and fonts, answer one question: what should happen after someone sees this? A flyer might need people to show up on Saturday. A logo might need to make a new business feel trustworthy. When we know the job, the look gets much easier.
Tell us who it's for
Describe the person you want to reach in your own words. 'Young parents in my neighbourhood' tells us more than 'everyone'. If you're not sure, say so. That's a fine place to begin.
Show us things you like, and things you don't
Screenshots, photos, packaging, other people's websites, anything. You don't have to explain why. Examples of things you dislike are just as useful as the ones you love.
Send what you already have
- Your business name and how it's spelled
- Any existing logo, colours or fonts
- The words that must appear (dates, address, phone, website)
- Where it will be used: print, social media, a sign, a vehicle
- Your deadline, if there is one
A few words is plenty
If all you have is a rough idea, send it. Messy is fine. Our job is to ask the right follow-up questions and turn the idea into something clear.
