A useful brief does not need technical jargon. Start with the objective, audience, materials and intended use.<\/p>\n\n\n
\u201cWe need a new website\u201d is a useful opening, but it does not explain the task yet. Add what makes work difficult today: customers cannot distinguish the services, contact details are hard to find, the current website cannot be edited or materials use different logo versions. This helps identify whether the first step is design, content, information structure or production preparation.<\/p>\n\n<\/div>\n\n\n
Say who will use the material and what they should do afterwards: call, compare options, select a product, order or recognise the brand. A sales catalogue needs a different structure from a leaflet handed out at an exhibition. Detailed personas are not required; a concrete customer and situation are enough.<\/p>\n\n<\/div>\n\n\n
List the things the project needs to work: a form, a German version, a specific size, a payment method or a fixed event date. Keep optional ideas separate. This makes quotations easier to compare and helps decide which improvements can follow in a later phase.<\/p>\n\n<\/div>\n\n\n
List what is available: logo, copy, photographs, editable files, product data and documents. Mark whether each item is current and whether you can authorise its use. A vector logo and a photograph downloaded from a messaging app have different production possibilities. There is no need to repair every file before the first discussion; identify the best originals available.<\/p>\n\n<\/div>\n\n\n
For a website, include the current address, functions to retain, languages and external connections. For graphics, specify channels and sizes. For printing, give the product, format, quantity, conditions of use and any printer requirements. For an exhibition stand, attach the floor plan and organiser rules. If a parameter is unknown, mark it for discussion rather than guessing.<\/p>\n\n<\/div>\n\n\n
The date when you need to use the material is not always the design deadline. Printing, delivery, installation and testing need their own time. Explain which dates cannot move. Nominate a person to collect feedback so the supplier does not receive several conflicting lists of changes.<\/p>\n\n<\/div>\n\n\n
Check whether a proposal includes copy, licences, source files, migration, testing, production, delivery and ongoing support. Not every item is needed in every project. What matters is knowing what the price covers, which services require separate arrangements and who supplies the materials. An indicative budget helps choose an approach, but does not replace a defined scope.<\/p>\n\n<\/div>\n\n\n
We need: [material or problem]. The audience is: [who]. The next action should be: [action]. We already have: [assets and links]. Essentials are: [functions and requirements]. The material will be used: [where and when]. Feedback is approved by: [role or person]. We need to clarify: [open questions]. This is enough to begin a useful conversation.<\/p>\n\n<\/div>\n\n\n
Tell us what you want to achieve. We will agree the scope, materials and delivery process before the work begins.<\/p>\n\n\n