Use these prompts to turn an idea into a brief a creative team can act on. Print or save as PDF from your browser.
Describe the business problem, not the requested design. What is happening now, and what should be different after this work?
Define the primary audience. What do they currently think, feel or do? What relevant truth do we know about them?
If people remember only one thing, what should it be?
What evidence, product benefit, proof point or customer experience makes the message credible?
List formats, sizes, channels, languages, accessibility needs and where the work will appear.
What must be included? What is prohibited? Attach current brand guidance and approved source material.
Give the real deadline, review dates, budget range, final approver and everyone whose input is mandatory.
Better question: “What does success look like six weeks after launch?” Add the measurable answer to the brief.