How to Write a Winning Design Brief: Tips for Freelancers

What are the most important questions to ask in a design brief?

SOSFactory’s Briefing Lite version focuses on asking just enough questions to help the designer understand the client’s needs without making things complicated, saving both time. Of course you can formulate a second row of questions if you feel so, but those should be addressed in any case.

1. 1. What is your company’s name, slogan, and what sets you apart?

      Sometimes business owners choose names and slogans with specific meanings that the designer might not catch, especially if they are not native speakers. But this info can be super helpful, as it gives insight into the company’s identity and what makes it unique.

   2. What are your goals for this identity?

      There are as many different goals as there are businesses: sometimes the goal is to stand out from the competitors, others just to fit in with industry standards. Maybe the aim is to boost sales or just build a stronger social presence. It is our job as designers to help the client communicate the reasons behind the new identity, especially in the case of a redesign. We must understand what failed with the previous identity.

   3. Who are your main competitors?

      This question is important on its own but also helps lead into the next one. Small business owners often struggle to define their core values; many haven’t even thought about it. By asking about competitors, we help them think about their own brand in comparison. It’s usually easier for them to point out what they like or dislike about the competition rather than come up with abstract ideas. Be ready for some to say they don’t know who their competitors are—that’s when you’ll need to do your own research.

   4. How would you like to be perceived?

      It is really helpful to request a few adjectives that define the product or service: serious versus formal, modern or traditional, masculine or feminine… Sometimes their product or service’s not all that different from what competitors offer. This can create a gap between how they see themselves and how they actually fit in the market. Understanding this is key to guiding the design process and making sure the branding accurately reflects their position.

   5. Your target audience is who?

      Understanding your client’s target audience is a critical part of the design process. It refers to the specific group of people design is aimed at: particular interests, such as hobbies or activities, gender, age demographics, income... Since you can’t control all the variables, I find it better to formulate it as an open question. The business owner will certainly help you to define any peculiarity of its audience.

      These factors influence the design direction, such as certain colors, styles, and messaging.

   6. Could you provide examples of designs you like?

      Remember, you’re creating something for them, not for yourself. Having an informal moodboard with a few images for references can help you to understand the client’s expectations. Additionally, you could ask for examples of designs they don’t like.

      If you have a very defined style, as I do, you should ethically turn down clients whose needs don’t align with what you do best. For example, I specialize in cartoon logo design and mascot design, so if someone asks for a serious, simple corporate design, I’m probably not the right person for the job. Most importantly, the client didn’t take the time to check my portfolio.

What should I do if a client does not take the design brief seriously?

Over the last 20 years, I have received a multitude of briefs, and it’s incredible how corporate values are almost identical. The use of generic adjectives doesn’t help in understanding the peculiarities of a brand. For example, a frequently used corporate value is “professional,” as if any business in the world would openly declare that they don’t offer professional service!

I find it especially common among small business owners to have a negative perception of the briefing process. Sometimes it is just a lack of experience, while others may view it as a waste of time, a way to justify our fees, or even as an attempt to make them do our work.

Balancing persistence with flexibility is crucial in managing these situations effectively. Pushing too hard can frustrate the client, but not establishing the minimum requirements can lead to unsuccessful projects. Most of the time, I was able to guide the client back to a collaborative mood; other times, I had no choice but to reject the job. However, deciding whether to reject a client often depends on your current needs.

At this point, it’s important to establish clear boundaries and act according to our values. Shit happens! 💩💩💩