# Design brief

Fill this in with your client, ideally on a call. Mark anything not yet known as “TBC” rather than guessing.

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## Details

Client / company: [Name]
Completed by: [Name, role]
Date: [Date]

## Project overview

- What is the project, in one sentence? [Answer]
- Why is it happening now? [Answer]
- What does success look like? [Answer]

## Brand and audience

- Who is the design for? Describe the audience. [Answer]
- How should it make them feel or act? [Answer]
- Do you have brand guidelines, logos, fonts or colours we must use? [Answer]

## Deliverables

- What exactly needs designing (e.g. logo, packaging, brochure)? [Answer]
- Which sizes, formats and file types are needed? [Answer]
- Where will it be used (print, web, social, signage)? [Answer]

## Style and references

- Which designs do you like, and why? [Answer]
- Which do you dislike, and why? [Answer]
- Who are your main competitors? [Answer]

## Constraints

- What is the budget? [Answer]
- What is the deadline, and is it fixed? [Answer]
- Is there anything mandatory, such as legal text or logos? [Answer]

## Approvals

- Who gives final approval? [Answer]
- Who else needs to see the work? [Answer]
- How quickly can feedback be returned? [Answer]

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## Before work starts

- [ ] The objective is specific and agreed.
- [ ] The audience is described in a sentence or two.
- [ ] Deliverables and formats are listed.
- [ ] Budget and deadline are confirmed.
- [ ] One approver is named.
- [ ] Anything unknown is marked TBC with an owner.

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# Example: Fernhill Coffee Co. packaging brief

Sample answers from a fictional client.

## Sample answers

- **What is the project?** New bag designs for our two single-origin coffees.
- **Who is it for?** Specialty coffee drinkers, 25–45, buying online and in independent shops.
- **Which formats?** 250g and 1kg bags, print-ready PDF with bleed, plus web mock-ups.
- **References?** We like the restraint of Japanese stationery; we dislike busy, illustrated bags.
- **Deadline?** Files to the printer by 30 September — fixed for the autumn launch.
- **Approver?** Our founder, Priya. Feedback within three working days.

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