DESIGN BRIEF

Project name: [Short name everyone will use]
Company: [Legal or trading name]
Brief owner: [Name, role, email]
Date: [Date]   Version: [1.0]

1. BACKGROUND
What does your company do, in two sentences?
[...]
Why are you starting this project now? What changed?
[...]

2. GOAL AND SUCCESS MEASURE
What must this project achieve? (one main goal)
[...]
How will you know it worked? (a number, date or decision)
[...]

3. AUDIENCE
Who is this for? (role, company type, what they already know)
[...]
What do they need to think, feel or do after seeing it?
[...]

4. KEY MESSAGE
The one thing the audience should take away:
[...]
Proof points that support it (facts, not adjectives):
[...]

5. DELIVERABLES
List each item, format and quantity:
- [e.g. Homepage + 6 inner page designs, Figma]
- [e.g. Responsive build in Webflow / not included]
What is explicitly NOT in scope:
[...]

6. BRAND AND CONSTRAINTS
Existing brand assets (logo, colours, fonts, guidelines link):
[...]
What must not change:
[...]
Accessibility, legal or technical requirements:
[...]

7. INSPIRATION AND COMPETITORS
Examples you like and why:
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Competitors and how you want to differ:
[...]

8. BUDGET
Budget range: [$ low to $ high]
Payment terms or approval limits:
[...]

9. TIMELINE
Key dates (kickoff, first concepts, launch):
[...]
Fixed deadline and the reason for it:
[...]

10. PEOPLE AND APPROVALS
Day-to-day contact:
[...]
Who gives final approval:
[...]
Who else must be consulted:
[...]

ATTACHMENTS
[Links to brand guidelines, current site, research, analytics]

Free template from Bay Area Design Agency (bayareadesignagency.com). Use and adapt it freely.