A brief is the set of instructions for a design job. Agencies write formal briefs; local clients usually send a voice note or a few lines on WhatsApp. Either way, adverts for designers ask for people who can understand and interpret briefs, because a design that answers the wrong brief is wasted, however beautiful it looks.
Ask before you design
If the client does not give you a full brief, build one by asking:
- What is it for? The goal, such as getting people to an event or selling a product.
- Who is it for? The audience, such as parents, youth or traders.
- What must it say? The exact words, names, dates, prices and contacts. Ask the client to type them, so spelling comes from them.
- Where will it be used? WhatsApp, print, a banner, or all of these, with sizes.
- What should it feel like? Formal, joyful, calm, bold. Ask for examples they like and dislike.
- When is it needed? The real deadline, including printing time.
- What is the budget? So you can suggest what is realistic.
Write the answers back to the client as a short summary and ask them to confirm. That summary is your brief.
Agree the scope
Scope means exactly what is included. Before you start, agree: