Explain what has changed
Why is this project needed now? A launch, a new audience, an outdated website, or inconsistent leads are different starting points. Share the business context before listing the deliverables you think you need.
Define the audience and the action
Tell your creative partner who needs to notice the work and what you want them to do next. “Everyone” makes decisions harder. A specific audience makes the message and the experience more focused.
Share the practical constraints
Be open about budget range, launch date, approval process, and existing assets. These details help shape a realistic scope. Separate a fixed deadline from a preferred date, and essential requirements from optional ideas.
Agree how you will judge the work
Discuss what success means before design begins. It could be a clearer sales story, a usable brand system, a functioning website, or a measurable campaign objective. Choose criteria connected to the problem.
Bring examples, then explain why
References are useful when you describe what appeals to you: confidence, clarity, tone, movement, or a particular interaction. This gives a creative partner direction without asking them to copy someone else’s work.
A useful conversation starts with a good question.
Tell us what your business is working towards. We can help shape the brief.
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