A clearer brief creates better work
Practical thinking for a more focused project.
Start with the change you need
Describe what is happening today and what should be different after the project. A website, film or campaign is an output; the business problem explains why that output is needed.
Name the audience and their task
Identify who the work is for, what they already know and what you want them to understand or do. Prioritise the main audience instead of attempting to address everyone equally.
Define the essentials
List required deliverables, available assets, budget range, timing, decision-makers and dependencies. Separate essential needs from ideas that can wait.
Agree how decisions will happen
Identify who provides feedback and who gives final approval. Consolidated feedback reduces contradictions and gives the work a clear direction.
A useful first message
Tell us: what you are building, who it serves, what is not working, your target launch window and the materials you already have. It is fine to leave unresolved questions for discovery.