Wait!

Just wait!

Halt in your tracks, please!

Before you send that vague message or hop on that call with your designer expecting them to magically bring your half-formed ideas to life, let’s take a step back first shall we?

Answer this question please.

Does your graphic design “vision” come with a design brief or do you just want to wing it?

Because a well-written design brief is a significant step in making a design project a failure or a success.

“I want something clean and professional” is not a design brief.

“Make it pop” isn’t a design direction.

“You’re the creative one, do your thing” isn’t really helpful.

All the phrases above are some of the most confusing instructions graphic designers have had the privilege to receive, but they form a tested and trusted formula that will surely lead to frustration for both you and your designer in the long run. And most times, they leave your designer with absolutely nothing to work with.

A graphic designer is many things, but a mind reader, unfortunately, is not one of them.

Something we’ve noticed in the course of working with some of our clients is that they don’t realise how important having a design brief in the early stages of a project is, as it helps to avoid misunderstandings and endless back and forth.

But nevertheless, it’s not too late to rectify this problem. That’s why in this article, we’ll show you how to write a good design brief and how to brief a designer effectively even if you’ve never done it before. Trust us, it’s easy and it most definitely will help get the job done.

What is a Design Brief?

Let us start by clearly defining what a design brief is.

A design brief is a document that gives simple instructions for a creative project. It tells the designer what needs to be done, and how it should look or feel.

It doesn’t have to be complicated or overly formal. In fact, the best briefs are the ones that are clear, and straightforward. They cover the basics like what the project is about, what style you like (or hate), your timeline, and your budget.

Most of the confusion, back-and-forth, and “this isn’t what I had in mind” moments come from skipping this step. With a clear brief, the designer can focus on delivering exactly what’s needed, in less time, with fewer errors.

The design brief also serves as a reference point throughout the project. A document that keeps both the client and the designer aligned.

It doesn’t matter if the project is a logo, social media post, flyer, full rebrand, etc. If it involves graphic design, a brief is essential for any graphic design project. 

What Makes Up a Good Design Brief

Project Overview

This shouldn’t be seen as a very intricate part.

You should simply write what the project is about. Is it for a company’s logo, or a social media brief for an Instagram carousel post or anything entirely.

This should be the very first thing written in your design brief document.

Instead starting off with something like this:

“I just need some designs for my skincare brand.”

How about:

Design brief text example: “We’re launching a skincare brand and need packaging design for our debut cleanser.

As you can see, it doesn’t need to be long or overly complicated, it can just be simple and straight to the point.

Goals & Objectives

This is where you clearly spell out what the design is meant to do.

What’s the end goal when someone sees it? Is it to:

Buy a product?
Sign up for a service?
Learn something new?
Trust your brand?
Visit your website?

If your designer knows the goal upfront, they can make smart decisions that guide the viewer’s eye and attention exactly where it needs to go.

The clearer your goals, the more effective the design will be.

Target Audience

There are so many reasons why this part is crucial.

The way a Boomer reacts to a design is very different from how a Gen Z will.

What catches the eye of a busy mum isn’t the same thing that gets a startup founder’s attention.

If your designer doesn’t know who they’re speaking to, then it will all be a waste of time.

So be specific. Share the basics:

• Age range
• Gender
• Occupation or interests
•  Buying behaviour
• What they care about

Example of how to define your design audience:

“Our audience is young professionals aged 25–35 who are into tech, clean aesthetics, and don’t like being sold to.”

Visual Style & Examples

Sometimes you might already have a pre-existing style your brand is known for or other times, you might want to explore a style you saw somewhere and liked.

Either way, your designer needs to know.

Don’t assume they’ll figure it out. Share:

Examples of brands you love (or hate)
Links to designs that caught your eye
Notes on colours, layout, tone, mood, or even fonts you like or dislike

Also, use platforms like Pinterest, Behance, or Instagram to collect references

Content & Copy

This one? Non-negotiable.

Designers can’t design without something to design with. If you already have the content, send it. This includes:

Text/copy
Images
Product shots
Logo files
Icons
Brand guides
Taglines

The more you provide upfront, the better the design will reflect your brand and message.

If the content isn’t ready yet, that’s fine too, just say so.

But be clear on who’s responsible for what.

Are you writing the copy? Should the designer source stock photos? Will a photographer be providing images later? Do you need a copywriter?

Deliverables

What are your project deliverables?

Social media graphics? A logo in all file formats? A 12-page pitch deck? Editable Canva files? Print-ready posters?

You’d be surprised how many projects hit delays simply because no one clarified what the final output should be.

Be specific from the start:

Do you need JPEGs, PNGs, or PDFs?
Should the files be editable?
Will it be used online, in print, or both?
Is this a one-off design or part of a full set?

Example:

“We need three Instagram carousel posts in 1080x1350px, plus editable templates.”

or

“Final logo in black, white, and colour versions delivered in PNG, SVG, and vector formats.”

Timeline

What’s the project timeline?

Be upfront about your deadlines. When do you need your deliverables?

Is it next week, next month, or “ASAP?” your designer needs to know. This helps them plan their work and priorities and tells you if your deadline is realistic.

Don’t assume: “I want it soon” isn’t enough. Give a specific date or timeframe.

If your deadline is tight, say so early. This might mean extra fees or fewer revisions.

Budget

In most cases, price would have been discussed on an earlier note before the submission of the design brief, but it’s still better to put it in the design brief document

This helps to keep things pretty much transparent.

Also if you have a fixed budget for a design project, say it clearly. If you’re flexible, say that too.

Brand Guidelines

We know it’s not every brand or business that has a brand guideline. Most small businesses just wing it as they go.

But if you do have a brand guide, share it. It’s gold for your designer.

Brand guidelines cover colours, fonts, logos, tone of voice, and overall style.

If you don’t have one yet, no stress. Just give your designer any info you do have about how your brand looks and sounds.

You could also tell your designer to help you create a visual brand guideline too.

Common Design Brief Mistakes to Avoid

Nobody is above mistakes and there’s nothing wrong with making one. But if you can avoid them? Even better.

Over the years of working with several clients across the UK, we’ve noticed a few patterns. Here are some of the most common (and avoidable) mistakes people make when briefing a designer:

• Being vague: Saying “I want something cool” or “make it pop” without any direction.
• Leaving out key info: Not sharing timelines, audience, goals, or content upfront.
• Assuming designers can read minds: Real feedback and input will go a long way for your designer.
• Sending last-minute changes: Requesting major changes close to the deadline, which will lead to a delay in the preset timeline.
• Not prioritising feedback: Taking too long to respond or giving unclear, emotional feedback like “I don’t like it” without explaining why.
• Changing direction halfway through: If the brief changes too often, the final result will suffer. Lock in your direction early.
• Not trusting the process: You hired a designer for a reason. Respect the craft and give them the tools to do their best work.
• Unrealistic timelines: Design takes time. Rushing the process might not end well.

How to Communicate with Your Designer

Another issue we’ve noticed over time? Communication or the lack of it

Sometimes it’s unclear which platform to use, where to send feedback, or how often to check in.

At Brand Mavins, we keep things simple. We use Trello to track project stages, and we’re happy to communicate on whichever platform our clients are most comfortable with.

But regardless of the platform, here’s what matters most:

• Be clear and direct. Avoid vague comments like “Hmm… it’s not giving.”
• Use visual references where possible. A screenshot can go a long way.
• Give structured feedback, what’s working, what isn’t, and why.
• Stick to one thread or platform when possible, so nothing gets lost.
• Respond promptly. Delayed feedback often leads to delayed results.

Templates & Tools You Can Use

If you’re still unsure how to go about creating your first proper design brief then we got you covered.

You don’t have to start from scratch. There are simple tools and templates available that can guide you through the process and save you a ton of time:

• Project Management Tools: Tools like Trello, Asana, or ClickUp help you track tasks, deadlines, and conversations all in one place keeping your project organised and on schedule.
• Visual Inspiration Platforms: Use Pinterest, Behance, Dribble, or even Instagram to gather examples of styles you like. Share these with your designer to help nail down the visual direction.
• File Sharing: Dropbox, Google Drive, or WeTransfer make it simple to share large files, assets, or drafts securely and efficiently.
• PDF or Word Brief Templates: You can download free design brief templates online and fill them in with your project info.

Conclusion

We’ve finally come to the end of this article.

If there’s one thing we hope you take away, it’s that great design starts with a clear brief.

Taking the time to communicate your goals, audience, content, and expectations saves everyone the headache later.

So before your next design project, slow down, and write it out.

Also, if you’re ready to get started with a design team that understands the process inside out…

See our graphic design pricing and packages, let’s make great design happen.