Tips from both sides of the brief

After 20+ years as both a designer* and creative director, I’ve sat on both sides of the table. I’ve seen the best and worst of client briefs.

Here’s what I’ve learned about working with a designer:

Start with why, not what

Most design request start with “We need an infographic” or “Can you make an event video?” But that’s like asking someone “How long is a piece of string?” The real design brief only starts when you talk about “Why, who, what and where?“

• Why is it needed?
• Who is this aimed at?
• What do you want them to think and feel?
• Where and how this will be used?

Don’t dumb it down!

Policy communications involve complex messages. Your designer needs to understand these to create something that works. Don’t simplify – we need the depth to make the right choices when simplifying the messaging in the final product.

Time is your friend (until it isn’t)

Policy content needs multiple stakeholder approvals. Be realistic about this and build it into the timeline. Nothing kills creativity faster than rushed deadlines.

Effective feedback needs context

If you’ve hired a designer, trust their input. But if something doesn’t feel right, explain why. Don’t just ask for changes – share your concerns and context. This helps us understand the real problem and suggest better solutions.

Show, don’t just tell

Give examples when possible. This can be ssimilar designs that you like (or dislike) or visual styles as inspiration.

Remember, we designers want your project to succeed as much as you do. The clearer the brief, the better we can help you achieve your goals!

You can download my free Policy Comms Creative Brief template (PDF and PPT) here.

** FYI: I’ve used ‘designer’ throughout this post, but these principles apply just as well when working with videographers, animators, copywriters, photographers and other creative professionals.