I was once briefed by someone (in a rush and slightly stressed) with four Post-it notes with scribbles on.

Unsurprisingly, that was a challenging brief. After a fairly intense Q&A session, we got there in the end.

I’ve never really forgotten this – the quality of the brief has a huge impact on the quality of the design.

And yet, so many organisations still skip this important stage.

Our charity clients are super stretched and busy. And are pretty good at briefing us. And it’s helped by us knowing what questions to ask.

A good design brief doesn’t have to be complicated or time-consuming. The clearer and simpler it is, the better the results will be – and it often saves time and money by avoiding unnecessary rounds of amends.

What makes a good graphic design brief

(I asked the team for their thoughts on this one):

• The basics – what do you need (poster, logo, annual report, social media campaign) and when do you need it?
• The purpose – what is the goal? (e.g. raise awareness, report on impact, encourage donations).
• The basics – what do you need (this repetition isn’t an accident, sometimes it really helps to re-evaluate what you need after redefining the purpose)
• Your audience – who is this for? Donors, service users, funders, or the general public?
• The message – what’s the one thing you want people to know, feel, or do after seeing it?
• Tone and style – should it feel bold and disruptive, warm and supportive, calm and professional? Does it need to stick to your brand guidelines, or can we push the boundaries?
• The basics – what do you need (if you keep asking this, then actually you end up with something you need and genuinely works too! – design always works best with a clear, understood purpose)
• Final formats – how will you need it supplied? (Print-ready PDF, JPG for social media, web banners, etc).
• Dimensions and specs – exact size requirements, including bleed/margins/printer specs if relevant.
• Practical details – any logos, partner/funder acknowledgements (e.g. Welsh Government, National Lottery), copy or straplines that must be included.
• Images – do you already have photos or illustrations? If not, should we source stock or suggest ideas?
• Timings – when is your deadline? Include draft dates, review points, and final delivery.
• Printing – if it’s a printed piece, do you want us to provide print prices too? (Include quantities and delivery address).
• Cakes – post-it note briefs are always welcome when there’s cake involved!

And remember – even the best designers need a bit of space to think. A round or two of feedback is normal.

Why it matters

For charities, budgets and time are always tight. A strong brief means fewer revisions, less wasted effort, and a smoother process for everyone. It means you end up with design that actually works – design that supports your strategy, connects with your audience, and makes the most of every penny spent.

So, take ten minutes to write a clear brief before your next design project.

You’ll see the difference.

And as always, if you’d like us to quote on a job (small or large), just get in touch… (we still like cake).