1. Define the problem and audience
Explain what needs to change and who the work is for. Include audience context rather than relying on broad labels that do not guide design decisions.
Describe the audience’s situation, not just a demographic label. Useful context includes what they already know, what they need to do, and what might prevent them from acting.
2. Set the outcome and message
Describe the single most important result and the message the work should communicate. List supporting points separately so the core idea stays easy to recognize.
Separate the primary message from supporting details and decide what the reader should understand or do next. This gives reviewers a concrete basis for judging whether a design is on brief.
3. Document deliverables and constraints
Specify formats, sizes, channels, deadlines, required content, and approval owners. Identify what is out of scope so collaborators do not infer extra work.
List required content, output dimensions, channels, dependencies, budget or time limits, and who supplies each input. Mark assumptions that still need confirmation so they do not become silent requirements.
4. Agree on review criteria
Decide who gives feedback and how success will be judged. Gather references with explanations of what is useful about them, not simply a folder of unannotated examples.
Agree on a single decision owner and a feedback deadline before design begins. Pair the brief with a workshop workbook when collaborators need to resolve open questions together.
