Most people have never written a design brief. So they do one of two things: they over-explain everything and send a 10-page document full of inspiration that contradicts itself, or they under-explain and send three words and a Pinterest board.
Neither works. And it's not your fault — nobody teaches you this.
Here's what actually goes into a brief that a designer can use.
Start with the problem, not the solution.
The most common mistake is leading with what you want instead of why you need it. "I want a logo" tells a designer nothing. "I'm launching a skincare brand for women in their 40s who are tired of clinical-looking packaging — I want to feel warm and human without being cutesy" tells them everything.
Before you write anything, answer this one question: what problem are you trying to solve?
The five things every brief needs.
One — who you are.
Two or three sentences about your business, what you sell, and who buys it. Not your whole origin story. Just enough context for someone who has never heard of you to understand what you do.
Two — who your audience is.
Be specific. Not "women" — "women in their late 30s who follow interior design accounts, shop at Whole Foods, and care about where things are made." The more specific, the better the work.
Three — what you need.
A logo. A website. Social media templates. Be clear about the deliverable and the format you need it in.
Four — what you like, and what you don't.
Share three to five references and explain what you like about them. "I like this because it feels calm and expensive" is more useful than just a screenshot. And if there's something you absolutely hate — a color, a style, a vibe — say that too.
Five — what success looks like.
How will you know the project worked? More inquiries? A specific feeling when someone lands on your site? A rebrand that finally feels like you? Give your designer a target to aim at.
What a good brief actually looks like.
The gap between a brief that works and one that doesn't is clearer than you might think. Here's the same project written two different ways.
Bad brief:
"We need a website. Something modern and clean. We like blue. Our audience is everyone. Budget is flexible. Let us know what you think."
This doesn't work because it gives the designer nothing to work with. "Modern and clean" means something different to every person in the room. "Everyone" is not an audience. "Flexible" is not a budget. The designer has to guess — and guessing means revisions.
Good brief:
"We're a small wellness studio in Austin that offers breathwork classes and private coaching sessions. Our clients are women ages 30–50 who found us through Instagram — they value calm, warmth, and simplicity. We need a 5-page website (Home, About, Services, Pricing, Contact) built in Framer or Webflow, optimized for mobile since 80% of our traffic comes from phones. We like the feel of Aesop's website — minimal, warm, no visual clutter. We don't want anything that looks clinical or corporate. Budget is $2,500–$4,000, and we'd like to launch within 6 weeks. Success looks like: visitors book a class directly from the site without needing to DM us first."
Same project. Completely different starting point. The designer can begin immediately — no clarifying calls, no back-and-forth, no wasted time. Here's a project where a focused brief led to a complete brand identity →
A simple design brief template you can copy.
Stop staring at a blank page. Copy this, fill in the brackets, and send it. You'll be ahead of 90% of the briefs most designers receive.
- Project: [What do you need? A website, a rebrand, social templates?]
- About your business: [2–3 sentences. What you do, who buys from you, what makes you different.]
- Your audience: [Be specific. Age, habits, where they spend time online, what they care about.]
- Deliverables: [Exactly what you need, in what format. Number of pages, file types, platforms.]
- References: [3–5 links or screenshots. For each one, write one sentence about what you like about it.]
- What you don't want: [Styles, colors, vibes, or approaches that are off-limits.]
- Success: [How will you know this project worked? More bookings? A specific feeling?]
- Budget: [A range is fine. It helps your designer scope the work realistically.]
- Timeline: [When do you need it? Are there hard deadlines like a launch or event?]
Copy this, fill it in, and send it. That's it. You'll be ahead of 90% of the briefs most designers receive. Not sure where to start? I walk every client through this →
Common mistakes that slow projects down.
Even with a solid brief, these five things tend to add weeks to a project.
Sending inspiration that contradicts itself. Five references going in five different directions doesn't give a designer creative freedom — it creates confusion. Pick references that share a feeling, even if they're in different industries.
Skipping the "what you don't want" section. Knowing what to avoid saves revision rounds. If you hate minimal design but don't say so, you might get three rounds of minimal layouts before anyone figures it out.
Giving feedback on execution before the concept is approved. "Make the font bigger" before you've agreed on the direction is the fastest way to go in circles. Lock in the concept first, then refine.
Changing the scope mid-project without acknowledging it. "Can we also add a blog?" isn't a small ask. Every addition shifts the timeline and the budget. If the scope changes, say so — and expect the terms to change with it.
Involving too many decision-makers too late. Bring stakeholders in during the brief, not after three rounds of revisions. The more people who see the work for the first time at the end, the more likely it is to fall apart. If you're working on a premium brand, the brief matters even more →
What to leave out.
Don't tell your designer how to design. If you've hired someone whose work you like, your job is to define the destination — theirs is to figure out the route. Telling a designer to "make the font bigger" or "add more white space" before they've even started is like telling a chef how to hold a knife. Trust is part of the process.
How detailed should your brief be?
One to two pages is the sweet spot. If it's shorter than one page, you're probably leaving out something important. If it's longer than three pages, you're over-explaining or trying to do the designer's job.
For a simple project like social media templates, a few paragraphs might be enough. For a full rebrand or website, a page and a half with references is ideal. Wondering whether you even need a designer? Here's an honest breakdown →
The one question that changes everything.
Before you send the brief, ask yourself: if a designer read only this document, would they understand my business well enough to make something right?
If the answer is no, keep writing. If yes, you're done. Send it.
Frequently asked questions.
Should I include visual references in my brief?
Yes — always. Three to five references with a note about what you like in each one. "I like this because it feels warm and high-end" is more useful than just a link.
What's the difference between a design brief and a creative brief?
A design brief focuses on what needs to be built and the visual direction. A creative brief is broader — it covers messaging, audience strategy, and campaign goals. For most small businesses hiring a freelancer, a design brief is what you need.
Can I just explain everything on a call instead of writing it down?
A call is great for discussion, but always follow up with a written summary. It keeps both sides aligned and gives your designer something to reference.
What if I don't know what I want?
That's more common than you think, and it's fine. Start with what you don't want — that's usually easier. Then share a few brands you admire, even outside your industry. A good designer can work with "I want my brand to feel like walking into this hotel lobby."
How much should I tell the designer about my budget?
Always share a range. Designers scope work based on budget — a $2,000 website and a $10,000 website are completely different projects.
