Introduction

If you want your design project to succeed (and stay on track), planning is everything. One of the most powerful tools you can use? A design brief.

Whether you’re the designer or the client, a good brief sets the tone for the entire project. It outlines expectations, goals, timelines, and deliverables - before anyone even opens Figma.

Here’s how to make sure yours actually works.

What Is a design brief?

A design brief is a document that clearly outlines the scope of a project, including its goals, requirements, timelines, and constraints. It helps everyone involved - from the client to the design team - stay aligned from start to finish.

The brief can be written by the project owner or the designer, but either way, it should involve all key stakeholders. And while collaboration is key, most of the heavy lifting should come from the client, since they know the business goals best.

Why it matters

A good design brief prevents:

• Scope creep;

• Budget surprises;

• Misaligned goals;

• Endless back-and-forth.

It also helps you:

• Clarify expectations;

• Stay on budget;

• Deliver on time;

• Reduce revisions;

• Build trust.

In short: it’s a time-saver, a roadmap, and a project alignment tool—all in one.

What to include in a design brief

Here’s a breakdown of what every effective brief should cover:

1. Who is the client?

Start with a company overview. Include:

• Brand values, mission, and voice

• Vision for the future (especially if there’s room for scale)

• Relevant stakeholders and their roles

This helps the design team understand who they’re working with—and who to contact when decisions are needed.

2. What is the project?

Define the scope clearly. Answer:

• Is it a brand-new design or a redesign?

• What are the deliverables?

• What’s not included?

• Who provides the content?

• Are there required features (e.g. contact form, booking system, integrations)?

Setting boundaries from the start prevents confusion later.

3. What are the goals?

Design isn’t just decoration - it’s problem-solving. Be specific about what you’re trying to achieve. Common goals include:

• Increasing sales;

• Boosting brand awareness;

• Generating leads;

• Driving more traffic via content or SEO.

If possible, set KPIs or connect the site to tools like Google Analytics to track success.

4. Who’s the target audience?

Your design should speak directly to your audience. Include:

• Demographics (age, location, income, job title);

• Interests and behaviors;

• Social media habits;

• Pain points and values.

If the client doesn’t have this info, offer user research service or factor it into your timeline and budget.

5. Who are the competitors?

Knowing the competition helps you design with context. Identify:

• Direct competitors;

• Their strengths and weaknesses;

• Their design approaches;

• Gaps you can exploit.

Bonus: analyzing competitors helps you craft a visual and messaging strategy that actually stands out.

6. What’s the timeline?

Timelines vary by project, but most clients want things done fast. That’s okay - but set realistic expectations. As a rule of thumb: underpromise and overdeliver. Never rush delivery at the cost of quality. It’s better to launch one week late than with a half-baked product.

Remember to break your timeline into phases (research, wireframes, development, QA, etc.) for clarity.

7. What’s the budget?

Budget affects everything - from tools to talent to timeline. Be transparent and realistic. With a smaller budget, you might work with templates. With a bigger one, you can explore custom design, animations, or extra rounds of iteration. If the client isn’t sure what to expect, guide them - or recommend a consultation call.

Pro tip: Check out Chris Do and Michael Janda’s video on pricing creative work - it’s a great resource.

Final thoughts

A clear design brief is your foundation. It aligns expectations, defines boundaries, and makes sure everyone’s building toward the same goal.

Keep it:

• Simple but thorough

• Collaborative, not one-sided

• Focused on outcomes, not just features

Whether you’re writing the brief or reviewing one, treat it like the blueprint it is. It’ll save you time, stress, and (probably) a few tough client conversations.