Brief
The brief brings together the information and criteria that guide a design, brand or communication project
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It should clarify the problem, audiences, objectives, scope, constraints and how the result will be evaluated. It is a basis for conversation that can evolve with research. Listing pieces or deliverables without explaining their purpose leaves fundamental decisions unresolved.
Variants and linked concepts
- Counter-brief. The counter-brief restates the assignment after analysing it, to confirm objectives, scope and assumptions before moving forward.