… that designers will actually thank you for.
If you’ve ever worked with a graphic design agency and thought “Why isn’t this quite what I had in mind?” chances are the brief played a part.
A good design brief doesn’t need to be long or complicated. It just needs to be clear. When it is, projects run faster, cost less, and the end result is usually much stronger.
Here’s how to put together a creative design brief that sets everyone up for success 👇
Start with the basics
Give a bit of background. Who are you? What do you do? And why does this project exist in the first place? A couple of paragraphs is enough, it just helps designers understand the context before they start creating.
Be clear on what you’re trying to achieve
Rather than focusing on how it should look, explain what you want the design to do.
For example:
• Attract new customers
• Build trust or credibility
• Support a product launch
• Modernise your brand
Clear goals = better creative decisions.
Define your audience
Design isn’t for you, it’s for the people you’re trying to reach. Who are they? What do they care about? Is this aimed at a UK audience, or further afield? The more specific you can be, the easier it is to get the design right.
Share your brand personality
If you have brand guidelines, great send them over. If not, just describe your brand in a few words. Are you bold or understated? Friendly or formal? Premium or playful? This gives designers a feel for the direction, even without formal assets.
Spell out what you actually need
Logos, social assets, a website refresh, printed brochures, whatever it is, be clear. If there are specific sizes, formats or platforms involved, mention those too. It saves a lot of back-and-forth later.
Be upfront about budget and timings
You don’t need to have everything nailed down, but even a rough budget range and deadline helps an agency recommend the right approach. Surprises at this stage rarely end well.
Share examples you like (and don’t like)
This is one of the most useful parts of a brief. It could be competitors, brands you admire, or designs that just feel right. Equally, showing what you don’t like is just as helpful.
Final thought
A design brief isn’t a test or a tick-box exercise. It’s the start of a conversation.
The clearer you are upfront, the easier it is for a graphic design agency to create work that genuinely works for your business.
If you’ve ever struggled with briefs you’re not alone. But a little structure goes a long way 👍