How to Brief a Designer (Without Killing the Magic)

The best creative briefs are short, specific, and full of context. Here is the template our design lead has used for 50+ engagements.

What we are making

One sentence. "A landing page that gets ecommerce founders to book a 30-minute call about our retention SaaS."

Who it's for

Be specific. Job title, company size, what they are currently doing.

Why this is hard

What objections does the page have to overcome? What do they not believe yet?

What success looks like

Numbers. Conversion rate, sign-ups, bookings.

What to avoid

Three things you don't want — banned words, banned visual cliches, anything off-brand.

References

Three to five links. Tell us what you like about each one, not just that you like it.