The Creative Brief :: Part 1

Originally published 2014. Updated March 2026.

It’s difficult to overstate how important the humble brief is to the design process. In short: no brief, no project. Breaking the topic down into key aspects over several articles, I’ll be taking you through everything you need to know about the brief.

This is Part 1. Part 2 covers research and mind mapping.

Let’s start with quality.

Quality

Some clients brief their designers verbally. Others supply a detailed written document. Some do something in between — an initial chat over coffee, some follow-up emails, a telephone call.

Whichever way your client likes to deal with these things, always try to obtain a written brief. It adds clarity and gives you a document to return to if unsure of the client’s intentions.

A hastily-scribbled couple of sentences pressed into the designer’s palm can result in mistaken instructions, general confusion, and ultimately a solution which falls short of the client’s expectations. A detailed, structured document — supported by meetings and calls — provides a sound understanding of what the client actually wants. The better the briefing, the more intuitive this understanding will be.

An example of a good brief

Shown below is an example of a well-written brief commissioning a branding exercise for a new financial services company based in Manchester, England (the company name has been obscured).

The client has been as helpful as possible: company history and values, objectives, tone of voice and visual direction, and an informal ‘likes’ and ‘dislikes’ to help steer the designer. Little, if anything, has been left unclear. A brief like this — outlining exactly what the client wants, doesn’t want, likes and doesn’t like — gives the designer a flying start.

Dear Lord, I never knew that…

The word briefing comes from American military language — a deployment discussion with a short description of the situation, the aims of the operation, and a detailed strategy. The term was introduced into advertising by the American advertising executive Rosser Reeves and the copywriter David Ogilvy, then adopted by marketing.

Top Tips

• If your client is reluctant to provide a written brief, offer to write one yourself and supply it to them. If they’re not keen on the idea, alarm bells should start ringing
• Examine, prod, probe and jab at the brief until you know it inside out
• If unsure of anything, ask the client
• Develop a sixth sense for recognising a bad brief. If you come across one, you can walk away from it — or suggest a re-write

Receiving the brief

Once you’ve received your gleaming document, the creative process may begin. The first responsibility is to understand the brief — go over yours with a fine-tooth comb until you’re confident you fully understand your client’s aims, objectives and desires.

If unsure of anything, don’t make assumptions. Get back in touch and ask for further clarification. Bring to bear what you already know about the project and your client, and try to read between the lines. Do as full a job as possible on understanding the brief.

For more on project planning and managing the stages that follow, read Professional Design Practice: Lesson 3.

The re-briefing

In addition to the main document, an initial conversation will have taken place where the project was discussed and the commission offered. Much can be learnt at this — usually informal — stage, especially if it happens face to face. Use the time to delve into the client’s thinking, share any concerns and gauge their intentions.

After your receipt and examination of the brief, a re-brief might be necessary. The re-brief affords the designer an opportunity to go over corrections and seek further clarification after the commission has been accepted. It can be a valuable stage — a time for discussion and for the designer to present the basic idea for their concept to the client, before time and money are invested in the implementation phase.

Summary

This might all seem a lot to take on board. But securing, then scrutinising, the document which holds the key to delivering your best creative response is really common sense. Succeed here and you’ll be ready to begin the fun stuff.

Continue with Part 2: research, mind mapping, and working from the brief.

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