Good news is I've found my perfect coffee place right near me. It almost helps me forget about the Washington coffee.
Bad news is I accidentally tried their Butter Croissant and now this is a staple of the trip. A coffee and a croissant. I don't think my almond milk is counteracting.
Attention marketers: your designers aren’t mind readers.
If you want designs that CONVERT (instead of hours AND FRIENDSHIPS wasted on revisions), here’s the playbook for crafting a 🔥 design brief that gets your team aligned.
Here are 10 steps to please include:
1️⃣. Start with the Big Picture (The WHY)
Define the “why” behind the project:
🎯: What’s the campaign or project about?
🎯: What’s the ONE big goal? (Hint: “Make it look good” isn’t a goal.)
🎯: Who’s the target audience? Be specific—age, vibe, pain points, aspirations.
EXAMPLE:
“This is for a TikTok ad targeting Gen Z gamers. We’re hyping up a new launch for the blue raspberry energy drink and want to show a gamer that they'd relate to in the creative - someone that they can see themselves in. For the video or gif, they love fast-paced visuals, memes, and anything that feels less corporate and more fun. Bonus points for a funny headline. Also would love to see a static version that is an us vs. them comparing the taste to a movie theater slurpee.
2️⃣. Define Success (Make it stupid clear)
What does WINNING look like? Give your designers measurable goals.
🥅: ROAS goal (and show a few ad examples that hit that goal so they know this is achievable and what worked even within a different context).
🥅: Cost per click (CPC)?
🥅: Time-on-site increase?
EXAMPLE:
“We’re aiming for at least a 10% engagement rate on IG Stories and a 15% higher ROAS compared to our last campaign - here's the best assets from that campaign and also the bottom 8 that DIDN'T HIT so we know what to avoid.”
3️⃣. Nail the Visual Direction
Paint a clear picture:
🎨: Mood and tone (fun, serious, edgy, showing people or showing the product solo?)
🎨: Specific colors, fonts, and styles to include (or to avoid).
🎨: Share references: drop links, mood boards, or “vibes” that inspire the look.
EXAMPLE:
Don’t say “Make it pop.”
Say, “Lean into neon pinks and bold typography like this Spotify campaign. Here's a Pinterest moodboard and my commentary on each asset I included. Here to talk through it if you want to meet as well."
4️⃣. Call Out What’s a MUST vs. What’s Optional
Don’t let them guess what’s non-negotiable:
✅: Logos (and how to use them).
✅: Taglines, product shots, or legal copy that must be included.
✅: Any brand guidelines they can’t mess with.
EXAMPLE:
Must-Have: “Logo on top-right corner in purple.”
Nice-to-Have: “Subtle animation like a pulsing glow around the CTA, like this (with example linked).”
5️⃣. Timing: Be Realistic, Not Delusional
Make deadlines crystal clear, factoring in feedback:
⏳: Draft 1: January 15
⏳: Internal review: January 22
⏳: Final files: January 29
If timing is tight, prioritize deliverables by urgency: “TikTok animations are the priority. Static ads can follow.” And, if timing is tight, keep your feedback then centered on what MUST change vs. asking for everything under the sun. You can iterate once you're live. You can't not go live. Pick your battles.
6️⃣. Specify the Target Platform (Where It’ll Live)
Designs that crush it on TikTok might flop on Meta. Give your team the DETAILS on where these assets are headed so they can stay in platform-specific-safe-zones and pull their own channel-specific references.
EXAMPLE:
“This design is for TikTok and Instagram Reels, in those safe-zones. It should feel native to short-form video platforms with fast cuts, bold text, and engaging animations. Avoid anything that looks static or overly polished. And, please make a version that's 6 seconds, 10 seconds, and as long as you think (open to anything under 1 minute).
“Please deliver 1080x1920 (TikTok) and 1200x628 (FB ad) formats. Export files as PNG and PSD, and please label each asset according to the naming convention generator I've linked at the bottom of the brief.”
8️⃣. Clarify the Brand Voice (Designs Need Personality, Too)
Your brand isn’t just pictures and copy. It has a personality. Make sure your designers (and any designer you work with - even freelance or new-to-the-brand) knows how to bring that to life visually.
EXAMPLE:
"Our brand is bold, playful, and just the right amount of cheeky - like that friend who always has the perfect meme at the ready and that makes jokes in the meeting. The visuals should reflect this with vibrant colors, witty copy, and layouts that feel engaging. Keep it fresh, but never try-hard. Here's our copy do's and don'ts list - with 10 examples of each."
9️⃣. Open the Feedback Loop
Set the tone for EFFICIENT collaboration:
🤝: Feedback timelines - “Internal review within 24 hours.”
🤝: Feedback format - “Use comments in Figma ”
🤝: Encourage iteration - “First drafts don’t need to be perfect. Just aligned.”
EXAMPLE:
“Feedback will be provided via Figma comments within 24 hours of draft submission. Expect clear, actionable notes focusing on what’s working and what needs adjustments.”
1️⃣0️⃣. Wrap It Up with Some Hype
End on a high note. Let the designers know why this project matters and get them excited.
EXAMPLE:
“This campaign is a huge opportunity to show off our new brand direction. Your work will set the tone for our Q1 campaigns and help us crush our goals. Let’s make it unforgettable. I'd love for you to be in the final meeting with all stakeholders to present the assets, you're a big part of this and want you there.”
TL;DR:
1️⃣. Big Picture: Why are we doing this? What’s the goal? Who’s the audience?
It's safe to say that Juror #2 ruined my weekend. I've been ChatGPTing 'Cars with the best breaks' and am now on the market despite the fact I do not even want a new car. If you haven't watched it, don't unless you'd like to join me in the car search.
Your friend,
Daniel
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