What a design brief actually is
A design brief is a document or conversation that outlines everything a designer needs to know before they start work. It is not a mood board, a list of references, or a vague description of what you like. It is a clear statement of what you need, who it is for, and what it needs to achieve.
How to brief a graphic designer: the key elements
Every good brief covers the following:
Project overview Start with context. What is the project? What problem does it need to solve? A sentence or two that explains the purpose of the work gives your designer an anchor for every decision they make.
Target audience Who are you trying to reach? Age, profession, interests, and buying behaviour all influence design decisions. The more specific you are here, the more targeted the design solution will be.
Deliverables Be specific about what you need. A logo? A brochure? A set of social media templates? List every item and include format requirements, sizes, and whether the output is for print, digital, or both.
Brand guidelines If you have existing brand guidelines, share them. If you do not, describe your brand as clearly as you can. Colours, fonts, tone of voice, and examples of design you like and dislike all help.
Timeline When do you need it? Be realistic and factor in time for feedback and revisions. Rushed timelines produce rushed work.
Budget Sharing your budget upfront is not a weakness. It helps your designer propose a solution that is achievable within your constraints rather than presenting something you cannot afford.
Competitors and references Show examples of work you admire and work you want to avoid. Pointing to competitors helps your designer understand the landscape your brand operates in and design something that stands out within it.
What happens when a brief is unclear
Unclear briefs lead to misaligned expectations, wasted time, and results that miss the mark. Most design revisions trace back not to poor design but to a brief that did not give the designer enough to work with.
Brief well, design better
At Sorted, we work with clients at the briefing stage to make sure every project starts on solid ground. If you are not sure where to begin, we can guide you through the process. A well-briefed project is a well-designed project.
