Begin with the situation.
“We need a new website” names a possible solution. The more useful starting point is what is happening now: people misunderstand the offer, enquiries arrive without enough context, or a new service needs a place to launch.
That context helps us distinguish the underlying need from the first idea for solving it. Known facts and open questions both belong in the brief.
Describe the people you need to reach.
An audience is more useful than a broad demographic label. Consider the decision people are making, what they already know and what might hold them back.
Existing customer questions and conversations can be a good starting point. Where information is missing, a clear question is more useful than an assumption presented as fact.
Bring the practical foundations.
Business facts, existing content, brand assets and relevant examples help the work begin on solid ground. Identify what is current, what can be used and what needs updating.
Budget, timing, technical needs and decision-makers matter just as much. Discussing them early helps us shape a proposal that fits the way your business works.
Explain what caught your eye.
A reference becomes useful when you explain the appeal. It might be the tone, type, imagery, layout or the way an interaction feels. The parts you dislike are useful too.
Those preferences give the creative a direction without turning another brand’s work into a template. The result should belong to your business and make sense to your audience.
Leave room for the conversation.
A brief is a shared starting point, not a test you need to pass. A situation, an audience, a desired action and a few open questions are enough to begin a useful discussion.
From there, we can agree the goal, define a practical first scope and decide what needs to be explored next.
A practical next step
Explore the related service