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How to write a brief on the design (redesign)

The lesson I've learned from working with clients is that it's important to build expectations from the start. This helps both sides to come to a common opinion and prevents misunderstandings in the future.

What is a design brief?

A design brief is a document that outlines the details needed to develop a design project, such as scope of work, timelines, and branding guidelines.

Think of the brief as a plan: it contains all the information the designer will need to complete the project and helps align the expectations of both parties.

When using a design brief:

  • (re) website design
  • (re) logo design
  • (re) branding
  • Creatives for social networks or advertising campaign
  • (re) video resource design

What to include in the design description

1. Overview of your brand

Highlight your design briefing with information about your brand. This gives a general idea of your business and helps you become aware of the rest of the task.


  • Your industry
  • Your products (services)
  • Your unique selling proposition
  • Your mission and your values
  • Your competitors

In this section, specify your direct and indirect competitors.

If you already know who you will be working with on this project, list the decision-makers on the project and all stakeholders. Defining touchpoints will simplify the workflow and prevent fragmentation of communications.

2. Overview of your project

Since this is one of the most important sections of your briefing, take the time for it. Not sure where to start? Answer the question: What problems are you trying to solve? Explain the idea of the project, it will help the designer to generate new ideas. It's to go to the doctor. You have to tell where it hurts before the doctor prescribes the medicine.

For example, let's say you want to redesign your website. The reason could be that the site isn't converting, or because the company has recently changed direction and needs a website to reflect that change. Knowing the reason for the redesign is extremely important.

Formulate your goals and objectives. What do you want to achieve with this project? Is it part of something bigger? Are there any obstacles that could hinder your project?

The more details you provide, the better. Your goals may include increasing website conversions, decreasing bounce rates, and or increasing traffic. It all depends on the project.

The answers to these questions will help align your vision with the designer and create a space to solve potential problems.

This section should list the required results, for example:

  • Products (illustrations, photos, videos, layouts)
  • File Formats
  • Dimension

3. Branding Recommendations

If your design project isn't designed for branding, list the branding guidelines in your design assignment. The designer must know and follow the rules:

  • Color palette
  • Signature voice and tone
  • Printing house
  • Logotype

For any design project, the designer must create products that match your brand. If you're designing a brand from scratch, sketch out a mood board to help the designer understand your vision and the direction in which they should be moving.

4. Your target market

Each design project is developed taking into account the needs of the end user. In this section, you'll learn who this user is.

Describe your buyer and how you imagine how they will interact with this project after it is launched. If you've already done some kind of market research, you should list your target audience's demographics, habits, values, interests, and online behaviors.

For example, let's say you're a budget shaving cream brand for men and your current branding and messaging isn't resonating with consumers. After conducting several experiments, you realized that your target audience does not consider your brand accessible and attractive.

5. Your budget and deadlines

This is necessary to determine the right partner for your project. You can find a great designer who will not meet your expectations in terms of timing. Similarly, during a conversation with a design agency, you may find out that they can't work within your budget.

Budgeting and timelines will help weed out people who aren't right for your project. While time frames can be flexible, it's important to set ideal deadlines from the start and adjust them later if necessary.