A design brief is a set of instructions that outline the needs and expectations of a project. It can include everything from design requirements and guidelines to goals and deadlines. Design briefs are usually exchanged between clients or brands and the designer to help shape and collaborate on a project.

Read on as we cover what a design brief is and how to write one, including important details to include. Create and edit customised design brief templates with the help of Adobe Express.

What is a design brief?

A design brief is a document that defines the goals and needs of an upcoming project. It’s a set of instructions that clearly outline the project vision, including how it will look once complete. It can also be used as a roadmap to explain the scope, strategy and deliverables so the brand and the designer are on the same page.

An effective design brief helps the designer understand the core project requirements from the very start. It’s an essential communication guide that informs the entire project, ensuring that the results measure up to the client or brand’s expectations.

What is the purpose of a design brief?

Whether you’re collaborating with internal teams, agencies or freelancers, engaging with various stakeholders and resources can become complicated without clear direction. Design briefs ensure that everyone is working toward the same goal with the same set of detailed instructions.

Design briefs can help:

• Save time and resources by front-loading instructions and expectations.
• Build trust between the designer and the brand.
• Ensure timelines and budgets are aligned from the beginning.
• Set clear definitions and quality standards.
• Streamline designer onboarding.
• Prevent misinterpretation.
• Ensure consistency across multiple projects and future briefs.

If you’re working with a designer or brand for the first time, a design brief can help introduce the business with the ‘how’ and ‘why’ of your project.

No matter how experienced you are with a brand, it pays to be prepared with all the facts and details to ensure collective alignment—and improve the chances of success.

What should a design brief include?

A good design brief should be detailed but easy to understand. There are various core ingredients you may want to include for a thorough brief:

• Project scope and overview. Whether it’s product packaging or an educational poster, provide a clear and concise introduction to the design project.
• Goals and design purpose. Explain your value proposition by outlining the problem and solution this project will address. Then, detail how you’ll measure success with objectives.
• Target audience. Who are you creating the project for? Provide an overview of ideal customers and users, detailing their needs and pain points.
• Timelines and budget. Outline when to expect deliverables with a clear timeline of deadlines and milestones.
• Key deliverables. Discuss the final product and brand vision. What’s the expected outcome for the project? Provide clear instructions for any specific formats and dimensions the designer will need to consider.
• Point of contact. Include basic contact information to help the designer flag any issues and questions promptly, such as the project manager.

What goes into a design brief can be a collaborative effort between the brand and the designer. It’s important to be clear about expectations while also being realistic about the time and resources required to complete the project.

Depending on the scale and nature of the project, it’s common to expect some back and forth before the final sign off.

6 free design brief examples from Adobe Express.

How to write a design brief for your own designers.

A well-crafted design brief can help guide the creative process with a set of controls, objectives and guidelines. Follow our step-by-step guide and turn humble design ideas into a reality with a comprehensive brief.

1. Begin with a brand overview.

Don’t leave anything up to assumption. Make sure the designer understands exactly who you are and what you do as a brand to help inform the creative process. Provide a concise background on your brand and company mission.

The contents of a brief can also vary depending on the industry, brand and circumstances.

For example, a graphic design brief for an in-house design team may look different from one shared with a freelance designer. What’s relevant for one team may differ from another, so be sure to tailor contextual information to the designer.

2. Explain the project scope.

Next, offer a detailed description of the upcoming project. Paint a tangible picture as if it already exists and you’re manifesting it into reality.

Explain what designs you’ll be creating and why they’re valuable to the brand. This is also a good opportunity to outline expectations, roles and responsibilities.

3. Map out your market research.

For the project to land successfully, the designer needs to know exactly who to cater to. Who is your target audience? Depending on the project, this could involve a basic description or a set of buyer personas to help meet the needs of your audience.

It’s also important for the design team to understand the competition. List some of your direct and indirect competitors and include key insights from your competitor analysis. Share market examples so the designer can target opportunities—and avoid pitfalls.

4. Include specific goals and objectives.

The key to setting meaningful goals is to be specific. Explain and share the project objectives and how you plan to address problems and pain points.

Outline this with clear steps for how you’ll accomplish the task(s), and how you’ll measure success. Specific goals can help encourage better focus and point the project in the right direction.

5. Clarify your timeline.

Confirm the budget and timelines for the project. Sometimes, this can be a collaborative decision between the brand and the design team.

Once your budget and schedule are agreed, add it to the design brief with timescales for planning, creation, edits and amends. Setting these expectations can help keep the project on track. However, it’s often wise to leave scope for unexpected issues and changes too.

6. Attach brand guidelines.

Cut out the guesswork and outline your brand identity and mission with a dedicated brand style guide.

Brand guidelines are essential tool kits for design teams. Share all the dos and don’ts for upcoming projects, covering everything from:

• Tone of voice
• Colour palettes
• Branded fonts
• Logos
• Slogans
• Preferences for visual assets

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Good to know.

How does a design brief protect you?

Sharing a well-structured design brief can protect your project by setting clear expectations and outlining the steps to accomplish it. This provides everyone with a definitive reference guide while communicating the expected results and timeline. Detailed briefs are essential to the success of a project or task, particularly when working with new talent, external stakeholders, and freelance creators.

How long should a design brief be?

The ideal length of a design brief can vary depending on the industry, scope and nature of the project. It’s important to keep relevance and concision front of mind. Some projects may require formal briefs of around one or two pages long. Others may only need a short recap if the design team is familiar with the project.

What is a design brief template?

A design brief template is a pre-defined template document that provides a structure to follow. Brands and creative teams may use brief templates to speed up the briefing process and ensure consistency. This way, essential fields and details are ready to fill out. Choose from a wide range of design briefs and presentation templates to streamline your projects with Adobe Express.

Is Adobe Express free?

Yes, our free plan offers many core features including thousands of templates, photo editing and effects, animation, and 2GB of storage. See our  pricing page for details and to compare plans.