Begin with the action, not the asset
A flyer, logo or landing page is a format. The objective is what you want it to help someone do. Describe the audience, the situation and the next action. For example: help local homeowners understand our painting service and request a room estimate. That gives the creative direction something concrete to solve.
Share the offer and the essentials
Include the approved business name, service or offer, final copy, contact information and required disclaimers. Add the formats, dimensions and channels where the work will appear. If you need copywriting, photography or printing, say so explicitly so that the project price can account for it.
Explain why your references work
Two or three references are more useful when each includes a reason. Point to the typography, mood, hierarchy or photography you like. Also identify anything that feels wrong for your audience. References should establish a direction, while the final work is created for your own business and brand.
Make decisions and constraints visible
Name the person who can approve the work, the people who need to review it and the deadline that matters. Distinguish a fixed event date from a preferred delivery date. Tell the team which parts of your existing brand must stay and which are open to exploration.
Give feedback against the brief
Collect comments into one consolidated response. Explain the problem you see and connect it to the goal: the booking action is hard to find, or the service name is unclear. Resolve conflicting stakeholder requests before the next round. Approve an exact final version so production and delivery have a shared reference.
PUT THE IDEA TO WORK
Your next-step checklist.
Use this to prepare your brief. Your selections stay on this page until you leave.
