But before the creative work begins, there’s one key ingredient that can determine the success of the entire project: the brief.
As a design agency ourselves, we can say with confidence that the best results start with a clear, well-thought-out brief. It helps align your vision with our expertise, keeps everyone on the same page, and ultimately saves time, money, and stress.
So, whether it's your first time working with an agency or you're just looking to improve the process, here’s what clients need to know about briefing a design agency effectively.
A good brief sets the tone for the entire project. It gives the agency the context they need to deliver creative that doesn’t just look good -but works hard for your business.
A strong brief:
1. Project Overview
Start with a high-level summary. What’s the scope of the project, and why are you doing it now?
Example: “We’re relaunching our e-commerce brand with a new name and product line, and need a full brand identity, packaging design, and Shopify site.”
2. Business Goals & Objectives
What are you trying to achieve? Are you looking to increase sales, build awareness, improve usability, or reposition your brand?
“We want to reposition ourselves as a premium service provider and attract higher value clients.”
Agencies aren’t just executing tasks - they’re solving problems. The clearer your objectives, the better the solutions.
3. About Your Business
Give the agency insight into your brand and audience. Include:
If you have brand guidelines, tone of voice documents, or marketing data, now’s the time to share it.
4. Scope of Work / Deliverables
List exactly what you expect to receive. Are you after a new logo, a full rebrand, packaging, web design, or ongoing content support?
“We need a brand refresh (including logo, colour palette, and typography), a new homepage design, and social media templates for Instagram and LinkedIn profiles.”
5. Budget
Being upfront about budget allows agencies to recommend the best approach and manage expectations. It also helps them prioritise deliverables and suggest scalable solutions.
Even a budget range (e.g. £5k–£10k) is better than no information at all.
6. Timeline & Key Dates
Let the agency know if you’re working towards a product launch, campaign deadline, or investor presentation. Realistic timelines help plan project phases and allocate resources.
“We’d like to launch in September, with a soft reveal in late August.”
7. Brand Inspiration & Competitor Insights
Show what you like, and what you don’t. This gives agencies visual and strategic context. Include:
8. Technical Considerations
Depending on the brief, it’s helpful to mention:
A strong brief isn’t about ticking boxes, it’s about building a partnership. The more clearly you can communicate your vision, goals, and expectations, the more value your agency can bring to the table. Think of it as a collaborative launchpad, not just a handover.
If you’re unsure how to start, don’t worry, most agencies (including us) are happy to guide you through the briefing process. After all, we want to get to the good stuff: creating design that actually works.
Need help turning your ideas into a clear, actionable brief?
We’d love to chat—whether you’ve got a full vision or just a sketch on a napkin.
