The best briefs we receive fit on one page. They are clear about the problem and open about the solution.
Name the tension
What is not working today, and what happens if nothing changes? A specific problem beats a long list of adjectives.
Define success early
Agree on two or three measures before design starts. It makes every later decision easier and every review faster.
Share the constraints
Budget, timing, internal politics. Constraints are not a weakness in a brief. They are where the interesting ideas come from.
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