08/24/2026
A weak brief doesn't slow a project down. It quietly points it in the wrong direction, and nobody notices until the first round of designs lands flat.
I've learned to treat the brief like an anatomy chart. If any part is missing, the whole thing struggles to function, no matter how polished the final artwork looks.
Here's what actually needs to be inside one:
The business goal. Not "a new website" but what the business needs to happen because of it.
Who the audience is. What they already believe, and what they're comparing you to.
Tone direction. Words the brand would say out loud, and words it wouldn't.
Scope. What's in, what's out, and what's phase two.
References. Three you love, one you don't, and why.
Success metric. How we'll know it worked six months from now.
When I worked with Franco's Exteriors, the discovery phase covered business goals, customer needs, site structure, and existing branding before a single layout got sketched. Green Village Flowers was the same. UX, content, SEO, and shop fixes all traced back to answers we captured on day one.
I design across web, print, social, and branding, so one conversation has to carry decisions across every channel. A thin brief can't do that. A full one makes the rest of the project feel obvious.
If you're about to hire any designer, not just me, ask them what their brief covers. The answer tells you a lot 💡