A good brief answers why, who, and what success looks like — not just "make it look modern."
Context beats adjectives
"Premium but approachable" means nothing without audience, competitor references, and constraints. We use a structured brief: objective, audience, key message, mandatories, timeline, and budget.
- Include references with annotations — what you like and why.
- State what is non-negotiable vs. open for exploration.
- Name decision-makers and approval steps upfront.
Briefs are living documents
Discovery may change scope. We update the brief after workshops so design rounds stay aligned with business reality — not the assumptions from email thread one.