Most design projects that go wrong don't fail because of the designer. They fail because of the brief. Vague goals, missing information and feedback that changes direction halfway through lead to round after round of revisions. A clear brief takes an hour to write and can save weeks. Here's what to include, with a template you can copy.
What a good brief does
- Explains why the work is needed, not just what it is
- Defines who it's for and what they should think, feel or do
- Sets clear deliverables, formats and deadlines
- Shares constraints like brand rules, budget and technical specs
- Agrees how decisions will be made
The essential sections
| Section | What to write | Example |
|---|---|---|
| Background | Who you are and what's happening | "We're launching a new bookkeeping service for freelancers" |
| Goal | What success looks like | "Get 200 sign-ups from the launch campaign" |
| Audience | Who will see it and what they care about | "UK freelancers, 25–40, short on time, wary of jargon" |
| Key message | The one thing they should take away | "Bookkeeping that takes ten minutes a week" |
| Deliverables | Exactly what's needed | "3 social posts, 1 landing page hero, 1 email header" |
| Formats and specs | Sizes, file types, print or screen | "1080 × 1350 PNG, 1920 × 1080 hero, email 600px wide" |
| Brand guidelines | Logo, colours, type, tone | "Attached: brand guide v2" |
| References | Examples you like and dislike, and why | "Like: bold type, lots of white space. Dislike: stock photos of handshakes" |
| Mandatory content | Copy, logos, legal text | "Logo, URL, 'Terms apply'" |
| Budget and timeline | Fees, milestones, final deadline | "First concepts by 12 March, final files by 26 March" |
| Approvals | Who gives feedback and who signs off | "Feedback from marketing; final sign-off by founder" |
Copy-and-paste brief template
PROJECT NAME:
1. Background
Who we are and why this project is happening:
2. Goal
What this work needs to achieve, and how we'll measure it:
3. Audience
Who will see it, what they care about, what might stop them:
4. Key message
The one thing they should remember:
5. Deliverables and formats
- Item, size, file type, quantity:
6. Brand guidelines and assets
Links to logo files, colours, fonts, photography:
7. References
Examples we like (and why):
Examples we don't like (and why):
8. Mandatory content
Copy, logos, legal lines:
9. Budget and timeline
Budget:
Key dates:
10. Feedback and approval
Who gives feedback:
Who has final sign-off:
How many revision rounds are included:
Writing tips that make a real difference
Describe problems, not solutions
"Make the logo bigger" is a solution. "People don't notice who the ad is from" is the problem behind it, and the designer might solve it better another way.
Explain your references
"I like this" doesn't help much. "I like the confident, oversized headline and the limited colour palette" gives the designer something to work with.
Supply final copy where possible
Designing around placeholder text means layouts break when the real words arrive. If copy isn't ready, say how long it will be. Our website copywriting guide helps with the words.
Name one decision-maker
Feedback from several people should be combined into one clear list before it reaches the designer. Our guide on how to give design feedback explains how.
Mistakes that cause endless revisions
- No clear goal, so every option seems equally right
- New stakeholders joining late with different opinions
- Feedback such as "make it pop" with no explanation
- Changing the brief after concepts are presented
- Missing brand assets, so the designer has to guess
Briefing for common projects
| Project | Extra detail to include |
|---|---|
| Logo or identity | Strategy, competitors, where the logo will be used |
| Social templates | Platforms, content types, who will edit them |
| Pitch deck | Audience, narrative, data to visualise |
| Packaging | Dielines, printer specs, regulatory text, retail context |
| Brochure | Page count, print method, paper, distribution |
A filled-in example brief
Project: Launch campaign graphics for "Books", a free bookkeeping app
Background: We're a London studio launching free bookkeeping software for small businesses.
Goal: 500 sign-ups in the first month, mainly from LinkedIn and Instagram.
Audience: Freelancers and small business owners who find bookkeeping stressful and confusing.
Key message: "Proper books, £0 a month."
Deliverables: 3 LinkedIn carousels (1080 × 1350), 6 Instagram posts, 2 story formats, 1 email header (600px).
Brand: Guidelines attached; use the existing type and colour system.
References: We like bold, simple typography and real product screens. We don't want stock photos of people smiling at laptops.
Mandatory content: Logo, "Free, no card needed", website address.
Timeline: Concepts in 5 working days; final files 10 working days after approval.
Approval: Marketing lead gives consolidated feedback; founder signs off.
How to review first concepts
- Check against the goal and audience, not personal taste.
- Look at it in context: on a phone, in a feed, at real size.
- Note what works before what doesn't, so the designer knows what to keep.
- Describe problems, not fixes: "The offer gets lost" beats "make it red".
- Consolidate feedback from everyone into one list with priorities.
- Decide on one direction before asking for refinements.
How we work
Every Zelvorm design project starts with a structured brief, from marketing and sales collateral to pitch decks. If writing a brief feels hard, the free AI Brief Builder helps you shape one in minutes.
The short version
A strong brief explains the background, goal, audience and key message, lists deliverables and specs, shares brand assets and explained references, sets budget and deadlines, and names who approves the work. Describe problems rather than solutions, and combine feedback into one voice.
