How to write design briefs for freelancers and agencies

As a director of our bristol based graphic design agency (www.onlyorca.com) we have literally seen hundreds of briefs come through the door. Before most clients send us briefs we have questionnaires that relate to the type of work the client is looking for. These help guide a client, but there are often key things that get missed out in many briefs we receive so I thought I would put together a quick guide on how to get the most out of a brief you are writing for an agency or freelancer.

1) Be specific about your requirements, and put quality time into your brief

If you are looking for a smooth process from start to finish and want to avoid multiple emails and phone calls back-and-forth, then dedicating the proper time and effort into your design brief is a sure-fire way to get the most out of a creative design agency or freelancer. Being based in Bristol which is a thriving creative city with lots of start-up companies popping up regularly — we often see clients who have obviously dedicated more time into their actual business, rather than the brief itself, and this often causes issues from the get-go. Our advice is to nail down your requirements before going to an agency or freelancer to help save time and money in the long run.

2) Focus on the deliverables rather than minor business details

Sure, we need to know about your company and the industry you are in, but we don’t need to know about whether you are looking to have a gas hob or an electric hob in your new restaurant’s kitchen! At our design agency, we often see this; where a client will use the brief as a place to explode all the different business ideas and minor details they are excited about for their new venture. Try to simplify things for a designer and avoid unnecessary information that can cloud a designer’s mind and slow the process down. What your are really looking to achieve with a designer? As a guide, in your whole brief try to have around 20–30% about your company and the rest about what you are looking for the designer to take care of, with clear design examples to inspire them.

3) Design examples

Obviously you know what you want to get out of a designer in terms of deliverables and requirements, but something that is really key to ensuring a smooth project is that you include design examples! Styles you like, images, moodboards and as much visual information as possible can really open up a designer’s mind and get them seeing things the way you do. Spend time here, and also include a section about design examples you don’t like or that you feel would not work for what you are after.