Start with confirmed facts, not aspirations
A brief must distinguish between what is already decided and what remains open to discussion. Confirmed facts include the business name, trading location, and any existing brand elements such as a logo or colour palette. These items form the non-negotiable foundation of the project and should be stated plainly at the top of the document.
Aspirations belong in a separate section and should be labelled as possibilities. For example, a hypothetical independent bakery might confirm that it trades under the name Flour & Crumb in Bristol and already uses a hand-drawn wheat logo. The aspiration section could then note that the owner hopes to eventually expand into wholesale supply, but this is not yet confirmed and should be weighed as a future possibility rather than treated as a current requirement.
- List confirmed facts first: business name, location, existing brand assets
- Separate aspirations and label them as possible or illustrative
- Avoid mixing confirmed constraints with desired outcomes
- Keep the confirmed-facts section short and unambiguous
Define the audience and the objective
The audience section should describe who the work is intended to reach, including demographics, behaviours and where they encounter the brand. A hypothetical bakery might identify its audience as local residents aged 25 to 55 who value artisanal products and shop within a five-mile radius. This information helps the designer choose tone, imagery and layout without guessing.
The objective explains what the project must achieve. Objectives should be specific and measurable where possible, such as increasing footfall by encouraging first-time visitors or clarifying opening hours on social media. The hypothetical bakery's objective might be to create a set of social-media graphics that communicate daily specials and reduce repeat phone enquiries about stock availability.
- Describe the audience with location, age range and shopping habits
- State the objective as a clear outcome, not a vague hope
- Link the objective to a measurable or observable result
- Note where the audience will encounter the content
Set constraints and supplied content
Constraints define the boundaries within which the design must operate. These include budget, timeline, technical requirements and any mandatory elements such as legal disclaimers or brand guidelines. For the hypothetical bakery, constraints might include a four-week timeline, a maximum file size for web use, and the requirement that printed menus use dimensions agreed with the printer.
Supplied content lists everything the client will provide, such as photographs, copy, logos or brand assets. The hypothetical bakery might supply high-resolution images of its sourdough loaves, a style guide approved by the owner, and copy for each social-media post. Clearly stating what is supplied prevents delays and ensures the designer knows what to expect.
- List budget, timeline and technical requirements as constraints
- Include mandatory elements like trademarks or legal text
- Catalogue supplied content with file formats and locations
- Note any content that is still pending and its expected date
Draft a possible deliverable list
The deliverable list should be presented as a possible scope rather than a fixed commitment, allowing both parties to refine it during review. For the hypothetical bakery, a possible list might include six social-media graphics, a printable menu board, and a set of email headers. Each item should specify format, dimensions and quantity so there is no ambiguity about what is being produced.
Separating confirmed facts from the possible deliverable list ensures that changes can be discussed without derailing the project. If the bakery later decides it also needs packaging labels, this can be added as a new item with its own timeline and cost implications, rather than being assumed from the outset.
- Present deliverables as a possible scope open to discussion
- Specify format, dimensions and quantity for each item
- Keep the list separate from confirmed facts
- Allow room to add items after the brief is agreed
Agree approvals and handover
The approvals section should name who has the authority to approve work at each stage and how feedback will be collected. For the hypothetical bakery, the owner might approve the initial concepts while the marketing consultant reviews the final social-media graphics. Specifying a single point of contact prevents conflicting feedback and keeps the process efficient.
Handover details should cover file formats, delivery method and any post-delivery support. The hypothetical bakery might receive final files in PNG and PDF formats via a shared drive, along with a brief note on how to update the graphics for future specials. Clarifying these details in the brief avoids confusion once the work is complete.
- Name the approver(s) and the feedback process
- Specify file formats and delivery method
- Include any post-delivery support or update guidance
- Confirm the approval timeline before work begins
Your working checklist
- Confirm business name, location and existing brand assets
- Separate confirmed facts from possible aspirations in the brief
- Define audience with location, age range and shopping habits
- State the objective as a clear, measurable outcome
- List constraints including budget, timeline and technical requirements
- Catalogue all supplied content with file formats and locations
- Present deliverables as a possible scope and agree approvals
Questions worth asking
What is the difference between confirmed facts and aspirations in a brief?
Confirmed facts are decided items such as business name and existing logos. Aspirations are desired outcomes that are not yet final, such as future expansion plans, and should be labelled as possible so they do not constrain the initial design work.
How detailed should the audience section be?
Include location, age range, behaviours and where the audience encounters the brand. Specificity helps the designer choose tone and imagery without guessing, but avoid assumptions not backed by your own knowledge of customers.
Why present deliverables as a possible scope?
A possible scope allows both parties to refine what is needed after the brief is agreed. It prevents assumptions, makes it easier to add items later, and ensures any changes are discussed with clear implications for timeline and cost.
Make the next conversation concrete.
Bring the questions this page raises, the materials you already have and the decisions you need help making. The brief planner turns those starting points into a document you can review and share.
Build your brief ↗