A good brief doesn't constrain creative work. It focuses it. The best briefs I've received weren't long or complicated. They were clear about the problem, the audience, and what success looks like.
What to Include
- The problem, not the solution. Tell us what's broken or missing, not what you want it to look like.
- The audience: who this is for, in specific terms. "Everyone" is not an audience.
- The context: where this will live, what it has to work alongside, what came before it.
- The constraints: budget, timeline, technical requirements. Earlier is always better.
What to Leave Out
Don't prescribe the solution in the brief. Don't share what you found on Pinterest unless it's directly relevant. Let the designer do the creative work, because that's what you're paying for.
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