Whether you’re designing a game UI, a brand identity, or a trailer, a great brief lays the groundwork for great work.
If you’re working with a creative studio for the first time, it can be tempting to overthink every detail or, on the flip side, just say “You’re the experts. Do your thing!” But a solid creative brief is the bridge between your vision and the final product. It doesn’t need to be fancy, but it does need to communicate clearly.
Here’s how to write one that sets your team (and your studio) up for success.
1. Focus on clarity, not polish.
No need to speak “designer.” You don’t have to write in brand-speak or marketing lingo. A good creative studio can translate rough ideas into refined work—as long as they understand what you’re trying to do.
Be honest and specific. What’s the project? Why now? Who is it for? What’s the problem you’re solving? A few well-structured paragraphs (or a deck, or a Notion doc, or even a bullet-point email) is plenty—as long as it’s clear.
We’ve gotten great briefs written on the backs of receipts and terrible ones in full PowerPoint decks. It’s not about format. It’s about clarity.
2. Show more than you tell.
It’s hard to describe a look or vibe. So don’t. Just show it. Screenshots, trailers, Pinterest boards, old versions of your product. Anything visual helps.
Even better? Show us what you don’t want. Knowing what you’re trying to avoid is just as useful as what you’re aiming for.
Remember: references don’t have to be perfect. The goal is to spark a conversation, not hand over a prescription.
3. Define what’s fixed, and what’s flexible.
Constraints are your friend. Got a hard deadline? A specific format? A locked-in color palette? Say so upfront. Defining the “musts” gives your creative team room to experiment in the areas that are flexible.
Just as important: flag the things that aren’t a big deal. Is the platform still undecided? Will the final copy change? Are you still exploring tone of voice? Let us know so we can adjust accordingly.
4. Context helps, but don’t overshare.
We love hearing the backstory of your studio or your project. It helps us get invested, too. But don’t feel like you need to share your entire company history.
Stick to what’s relevant for this piece of work. What’s the broader strategy? What other teams are involved? What’s the next milestone? Where does this deliverable fit into the bigger picture?
And if you don’t have all the answers yet, that’s fine too. We’re here to help you figure things out.
5. Treat it like a conversation, not a contract
The best briefs aren’t rigid documents. They’re living conversations. A starting point. Something we can build on together.
The most effective partnerships happen when there’s room for questions, follow-ups, and honest feedback on both sides. If something isn’t working, let’s talk about it. If something is, let’s build on it.
This applies whether you’re briefing a designer, an illustrator, or an entire cross-functional creative team.
TL;DR
A good creative brief doesn’t need to be perfect, but it does need to be clear. Know your goals. Show what inspires you. Define your “musts.” And be open to collaboration.
You’ll get better results, and probably enjoy the process more, too.
We’ve worked with founders, indie studios, agencies, and in-house teams who came to us with everything from polished decks to bullet-point lists—and we made it work. If you’re ready to kick things off, we’d love to hear what you’re working on. Start a project.
