How to write a design brief that gets you better work
Good design starts with a good brief.
Every strong piece of design, whether it’s a new brand identity, a website, or a campaign, begins long before the visuals. It starts with clarity.
A design brief isn’t just paperwork. It’s the blueprint for your project’s success. Yet too often, briefs are rushed, vague, or missing the context designers need to do their best work.
At Keel Studio, we see briefing as a creative act in itself, a chance to define not just what you want, but why it matters.
Here’s how to write a design brief that gets you better ideas, stronger results, and a smoother process.
Start with why
Before describing deliverables, explain the problem you’re solving. What prompted this project? What’s changed in your business or audience? When a designer understands your “why,” they can create solutions that go beyond the surface. Without it, you’re just decorating.
The best briefs don’t describe what to design, they describe what to solve.
Define your objectives clearly
What do you want this project to achieve? Be specific and measurable.
For example:
Increase website conversions by 20%
Clarify positioning to attract higher-value clients
Launch a new product under a cohesive visual identity
Defining success early ensures everyone’s pulling in the same direction, and gives you something tangible to measure against later.
Describe your audience in detail
Who are you trying to reach, and what do they care about? Avoid vague statements like “professionals aged 25–45.” Instead, describe behaviours and motivations.
Example:
“Our audience values efficiency and design quality but often feels overwhelmed by jargon. We want a brand that feels clear, confident, and human.”
The more insight you share, the more relevant, and resonant, the design will be.
Share context, not constraints
Design thrives on context. Share your story, existing materials, brand values, and what’s worked (or not) in the past.
However, avoid turning the brief into a set of fixed solutions, like dictating colours or layouts before strategy begins. Give creative direction, not a checklist.
At Keel Studio, we treat briefs as conversations, not contracts. The more open the dialogue, the stronger the outcome.
Set realistic timelines and budgets
Good design takes time, not for polish, but for thinking. If deadlines are tight, be transparent. A clear timeline helps us prioritise what matters most.
Likewise, sharing a budget range early prevents misalignment later. It’s not about limiting creativity, it’s about framing ambition realistically.
Invite collaboration
The best briefs leave room for dialogue. Your designer should be a partner who challenges assumptions, asks questions, and brings clarity where it’s missing.
That’s where the real value lies, not in executing instructions, but in shaping ideas together.
Bonus: what to include in every design brief
Here’s a simple checklist you can adapt for your next project:
Project overview
Goals and success metrics
Target audience
Competitors and differentiators
Key messages or tone of voice
Deliverables and formats
Timeline and milestones
Budget range
Stakeholders and decision-makers
Brand assets or references
Keel Studio’s perspective
A strong brief empowers creativity, it doesn’t restrict it. It builds trust, sets direction, and ensures every design choice ladders back to business goals.
At Keel Studio, we help clients refine their brief before any design begins, because clarity at the start saves time, money, and countless revisions later.
Ready to turn your idea into a clear, creative brief?
If you’re planning a design project but don’t know where to start, we can help. Keel Studio works with clients to define their story, sharpen their goals, and bring ideas to life, beautifully and strategically.