How to write a rock solid design brief (with examples)

Design briefs are an essential part of every successful design project’s workflow. They align everyone involved on the purpose, milestones, and end goals of the project.

A design brief can take many forms, depending on the project's needs and the preferences of the team.

A well-written design brief is like a roadmap:

• It helps you identify and avoid roadblocks early on.
• It sets the direction for a project.
• It speeds up the design and development process.

On the other hand, a design brief that contains nonessential information and gaping holes causes even the best designers to struggle to do great work. Even worse, running a project without a design brief results in chaos with countless phone calls, ping-pong email threads, and lack of clarity on design direction and project milestones.

In this guide, we'll explain the benefits and show you how to create a design brief that helps make your projects successful. We’ll give you valuable insights on what to include, tips for success, and even examples and templates to get you started on your next graphic design project.

What we'll cover

What is a design brief?

A design brief is a short document — typically one or two pages — that explains the strategy for a design project’s visual direction and aesthetic. It also outlines the goals of the project and maps out the plan for how your design team will get there. A design brief is created during the planning stage to guide the design process. This plan can include the number of versions and design mockups expected over the course of the design project, a visual mood board and design inspiration examples, branding guidelines for the design team, and expected delivery dates.

What is the difference between a design brief and a creative brief?

A design brief is a type of creative brief, which typically encompasses all the possible elements of a creative project. A well-prepared design brief creates a structured plan for the project, helping to align the team and stakeholders.

What does a design brief focus on?

The main focus of the design brief should be on the results and outcomes of the design concepts and visual direction. The core details of a design brief include goals, scope, expectations, and project requirements. It should also relate that design vision to the business objectives of the project. In other words, it allows the client to focus on what they want to achieve before any design work starts on the project.

Finally, the client and design team usually sign off on the brief at set milestones in the project to ensure everything remains on track.

What is the difference between a design brief and a project brief?

While a design brief and a project brief are similar in guiding projects, a project brief often covers broader project objectives and stakeholders, whereas a design brief focuses specifically on the visual and creative aspects.

The benefits of using a design brief

Starting a new project with an effective design brief is beneficial to both clients and designers, as it provides a comprehensive and well-structured foundation for the project. For example, a design brief:

• Equips designers with the background, foundation, and insight to create the end design.
• Sets out the client’s expectations by clarifying what the client anticipates from the final deliverables and project outcomes, which is important for aligning on project scope and deliverables, as well as visual taste (what they do and don’t like), and branding requirements for designers.
• Helps measure success by establishing clear criteria and metrics to evaluate whether the project has achieved its goals.
• Keeps stakeholders and contributors on track to complete the project on time and within budget.
• Ensures the project is understood and agreed upon by both parties from the outset.

Who writes the design brief?

Various opinions exist, but most designers would expect an initial design brief from the client. Writing a design brief can be done by the client, the designer, or a design agency. From there, it can become a working document that gets approved by both parties. Options include:

• The client writes the brief.
• The designer writes the brief after an initial meeting.
• Both parties collaborate on writing the brief together.
• A design agency may also be responsible for writing or facilitating the creation of the design brief.

Client

With large companies, a Company Director, Marketing Manager, or Marketing Executive typically writes the design brief. In smaller companies, the business owner usually writes it. Regardless of the company size, the design brief should capture the client's unique needs, goals, and branding requirements to ensure the project aligns with the client's business objectives.

Designer 

Sometimes the brief is written by the designer rather than the client. Designers typically use a standard template to ensure they have all the information they need to start the work.

Collaborative team

A third option involves the client and designer collaborating on the brief. This allows both parties to clarify goals and objectives, get input from stakeholders, and sign-off quicker.

Both parties should have a vested interest in making an accurate design brief and getting sign off before any design work starts. The client has to initiate the process, even if it's asking a designer to meet and discuss the project so they can get ideas down. Some designers will have a standard template they'll ask clients to complete first and then flesh it out with more details in a meeting.

How to write a design brief

Whomever writes the design brief needs to create a clear picture of the requirements. Defining the design task at the outset ensures effective communication between clients and designers and guides the entire project.

Design briefs can come in different styles and formats. But a good design brief outlines the deliverables and scope of the project, including any outcomes, timing, and budget.

Design briefs are used across a wide range of projects including those in the fields of architecture, interior design, fashion design, and industrial design, as well as graphic design, web design, ecommerce, branding, and rebranding. A design brief is especially essential when starting a new design, as it helps clarify project goals and sets the direction for the creative process.

Depending on the nature of the project and the client requirements, there might be slightly different sections, but a good design brief generally includes:

• An overview of the business
• Goals and objectives of the design project
• The target audience and market
• The competition
• Project design information
• Project deliverables
• Project timescales
• Project budget
• Project approval

Let’s look at each element in more detail.

An overview of the business

Always include an overview of the client’s business so all stakeholders are familiar with the brand and what it stands for. Conducting an in-depth analysis of the client's business and brand ensures a comprehensive understanding of their unique position, target audience, and design needs.

Key elements to include in this section:

• Company details, including name, industry, and product lines.
• Brand differentiator and/or unique selling proposition.
• Brand mission, vision, values, and messaging.

Questions to address:

• What is the size of the company, and how long has it been in business?
• What makes this company unique within its industry?
• What is the product or service?
• What is your brand’s mission?
• What are your brand’s keywords?
• What kind of feedback do you get from customers or clients?

Goals and objectives of the design project

This section should include:

• Goals that describe the overall purpose of the project. 
• Objectives that are measures of success in reaching a goal.

Both need to be specific and measurable so that you can evaluate the success or failure of the project. Clear project goals are essential for a successful project, as they help define what needs to be achieved and set the criteria for measuring success. For example:

• Project goal – increase traffic to the website.
• Objective – increase landing page visits by 10% by the end of Q1.
• Objective – increase new monthly visits to 40% of total traffic by Q2.

To build a thorough brief, address questions such as:

• What do you want to achieve with this project?
• What does success look like for this project?
• Is this the first time this design problem has been tackled, or is it a reworking of a design that already exists?
• If it’s a rework, what needs to change, and why?
• What existing assets can be used as inspiration for our desired outcome?

The target audience and market

It’s essential to understand the target audience and market for the design. Understanding your target market by analyzing demographics and psychographics ensures your design and marketing strategies are tailored for better engagement and conversion.

For example, a website designed for teenagers will look and work differently than one designed for corporate decision makers.

Determine what outcome will resonate with your intended audience by considering questions such as:

• How would you describe your audience?
• What are their demographics, habits, and goals?
• What devices do they use?
• Do particular colors resonate more with their lifestyle?
• What research have you done to identify and understand your target audience?
• Do you have supporting documents, like buyer personas or empathy maps, that I can review?
• Can your budget and schedule accommodate further market research?

Note: If the client doesn’t have this information or more is required, you may need additional budget dollars.

The competition

Knowing the brand's competition helps inform the design process and clarify the strategy. For example, what works for your competitors will likely work for you, but you need to know how to stand out from the crowd.

Make a list of direct and indirect competitors. For example, when launching its watch, Apple listed competitors as:

• Samsung Galaxy Live Watch: Though a trusted tech brand, its bulky, masculine designs are not as aesthetically appealing.
• Moto 360 by Motorola: A mid-priced option with a round face that resembles a traditional watch rather than a mini-tablet.
• LG G Watch R: A mix of classic style and technology.

• Fitbit by Tory Burch: A high-functioning, affordable sports tracker disguised as jewelry.

Implement competitive intelligence into your brief by outlining answers to these questions:

• Do you want to do something similar or strikingly different from your competitors?
• What are the strong points in your competitors' designs?
• What don't you like about your competitors' designs?

Project design information

Clients don't have to provide creative direction — the design team will handle that. However, it's good to list what to include or exclude.

Include any reference materials:

• Add product photography tips to guide imagery choices.
• Brand style guidelines; e.g. fonts, colors, tones, and logo use.
• Mockups 
• Moodboards

Uncover what your client has in mind by asking these discovery questions:

• Is there a brand style guide available?
• Are there any fonts, colors, or styles that we should avoid?
• What previous design or marketing materials can you share?
• How would you describe the style you want?
• Do you want high-end or down-to-earth? 
• Do you want to be bold and dominant or easily approachable?
• What styles would you prefer to avoid?
• What is the size of the design?
• Where is the design going to be used; e.g. web, business cards, stationery?

Project deliverables

Both parties need to have a clear understanding of the expected outcome. Make sure expectations are set on both sides.

Include any of the following details about your deliverables:

• Asset dimensions/resolutions
• File formats
• Required color palette
• Image assets to be included
• Associated copy documents

Get on the same page as your client by asking outcome-based questions such as:

• What do you expect to have at the end of the project?
• What file formats should the design work be supplied in?
• What asset size and resolution are needed?
• Is there a specific prototyping or handoff platform that should be used?
• Do you require me to handoff work directly to a development team?

Project timescales

Clients need to state when they want to start and complete the project. If timescales don't fit with the designer's other commitments, it could be a non-starter. 

Aside from starting and finishing the project, there will be other milestones along the way like concepts, final designs, development work, and reviews. Clients also need to account for providing their timely feedback throughout the project — otherwise, they could end up delaying the process and missing deadlines.

In short, both parties need to be realistic and flexible to account for potential changes or unexpected obstacles to project timescales. 

Determine a timeline by asking: 

• When will the project start?
• When will the project finish?
• Are there any interdependencies for this project?

Project budget

Both the client and the designer need to be aware of the budget and constraints before the work commences.

The project budget has to align with project deliverables to avoid the possibility of scope creep.

Don't avoid the subject. Discuss it as soon as possible so both parties know what to expect.

Questions to address:

• What are the budget constraints on this project?
• Have research, development, and testing costs been considered?
• In what circumstances would there be budget flexibility?

Project approval

In this section, list all the key stakeholders, contributors, and points of contact within the project with their assigned roles. You'll need a primary point of contact for the project, plus a person responsible for the final sign-off on all project deliverables.

Make sure to list all the details, including their name, email address, and phone number. Remember to include any third-parties involved in the project, such as copywriters or web developers.

Questions to address:

• Who will be the primary contact person for the project?
• Who will have final sign-off on all deliverables from the client's side?
• Is anyone else to be included in the approvals?
• How will the review and approval process work once design begins and progresses?

Creating a design brief template

A design brief template is an indispensable resource for any project, as it provides a structured framework that outlines the project overview, project scope, deliverables, and essential elements needed for success. By using a well-written template, designers and clients can ensure every aspect of the project is clearly defined from the outset, reducing the risk of miscommunication and scope creep.

A comprehensive template typically includes sections for the project overview, target audience, design requirements, timelines, and budget. This approach allows designers to create a clear picture of the project’s objectives and ensures all stakeholders agree throughout the entire design process.

By documenting all the details in a standardized format, the design team can easily reference the project’s goals, track progress, and make informed design decisions. A well-written brief not only streamlines communication but also serves as a valuable reference point for future projects, making it easier to replicate successful outcomes. Ultimately, creating and using a template is one of the most important steps in delivering effective design projects that meet both creative and business objectives.

Incorporating visual inspiration

Incorporating visual inspiration into your design brief is a powerful way to communicate your design vision and set the tone for the entire project. One of the most effective tools for this purpose is a mood board: a curated collection of images, colors, textures, and design elements that together express the desired look and feel of the final design.

By including a mood board in your design brief, you provide the design team and stakeholders with a tangible reference point for the project’s creative direction. This not only helps clarify design concepts but also ensures that everyone involved shares a unified understanding of the project’s goals. Mood boards can reveal valuable insights about what resonates with the target audience and help identify potential design problems before they arise.

For designers, a mood board serves as a creative springboard, inspiring new ideas and guiding design decisions throughout the project. For clients, it offers reassurance that the final design will align with their expectations and brand guidelines. Whether you’re working on a website, graphic design, or any other creative project, incorporating visual inspiration into your brief is an essential step in achieving a cohesive and successful design outcome.

3 downloadable design brief examples you can use now

The examples above give you a sense of structure, but what if you need to see how different teams approach a brief from scratch? The links below point to actual briefs or templates used by design, SaaS, and creative teams. Use them to compare formats, spot what’s missing in your own process, or just get unstuck.

Adam Fard – UX design brief example
This Notion-based brief walks through a UX problem, design objectives, audience needs, and scope — all in a modular, easy-to-follow format. Perfect for product designers or UX strategists.

Spigot (via Eleken) – SaaS design brief walkthrough
A clear, business-oriented brief that covers value props, user personas, functional requirements, and even competitor analysis. Great for SaaS companies, founders, or startup marketers.

Ziflow – Plug-and-play design brief template
Ziflow offers a free template designed for agencies and internal creative teams. It focuses on intake clarity, campaign objectives, deadlines, and approval workflows.

When possible, add screenshots directly into your briefs and annotate them with notes on what to replicate — like a clear “what we’re solving” section or visual style inspiration. This helps your team stay aligned and reduces the back-and-forth.

Clear and detailed briefs are essential for any successful design project as they benefit both the client and the design team by:

• Equipping designers with the background, foundation, and insight to create the final product.
• Setting out the client's expectations, taste (what they do and don't like), and branding requirements for designers.
• Ensuring the project is understood and agreed upon by both parties from the outset.
• Keeping all stakeholders and contributors on track to complete the project on time and within budget.
  

Key takeaways

The information you include in a design brief and how you manage the approval of the design plans can make or break your design project. Before you begin creative production, be sure to:

• Prioritize creating a brief before launching any project to align on expectations and outcomes.
• Document all aspects of the project from inspiration to budget to deadline in order to eliminate any surprises or differences in opinion.
• Implement a workflow tool that streamlines clunky processes in various platforms so teams can stay focused on the outcome without having to deal with unnecessary admin tasks.

Ziflow makes sign offs easy

Ziflow is the perfect tool for successful sign-off of design briefs by the client and design team, as all stakeholders get real-time updates and notifications throughout the review and approval process. Learn more about using Ziflow's creative collaboration platform to review and approve your design projects from brief to final version.