Effective Design Briefing Practices

Your next design project won’t fail if you ban this word first. Here's why I consider "good" the enemy of growth. I see this a lot. A web dev agency hires a new designer. They hand over the brief. They expect "good work." But they never define what good means. So what happens? • Endless revisions • Slack messages full of “almost there” • Frustration on both sides Not because the designer’s bad. But because “good” was a moving target no one pinned down. Before you bring someone on, define it: • What does good design look like for this project? • Is there a style guide? • Are there reference sites? • Should the design work on mobile first? • What’s the measurable outcome? "Good" isn’t universal. It’s contextual. And if you don’t set the context, you’ll waste time clarifying it later. So here's what I suggest to agencies to actually define "good": 1) Use measurable goals, not just adjectives. Don’t settle for "make it modern" or "clean design." You have to set clear, measurable outcomes. For example - "Reduce homepage bounce rate by 15%" or "Deliver three responsive design options by next Friday." Use KPIs or SMART goals (Specific, Measurable, Achievable, Relevant, Time-based) to set expectations everyone can track. 2) Try the OKRs framework. Define an objective, such as "Deliver a user-friendly, mobile-first website." Then set key results, such as "Score 90+ on Google PageSpeed for mobile," "Achieve 4.5/5 average user feedback on design," or "Complete all assets by the 20th of the month." And finally, review progress regularly so "good" is always visible, not vague. 3) Document and share standards. Create a style guide, reference sites, or sample deliverables. Make sure everyone knows what "good" looks like before work starts. 4) Communicate early and often. The most important part. Make sure to align on goals and metrics in your kickoff meeting. And check in regularly to ensure everyone’s on the same page and adjust if needed. I am sure by the end of it, you want smoother projects. You want less back and forth. So don't just hire. Define "good" first With metrics, clarity, and shared understanding. That’s how you turn expectations into results. --- ✍ Question: Do you design "good" in your projects?

Your great design won’t be effective if people don’t understand it. As designers, we often assume our work speaks for itself. I was definitely guilty of this early in my design career. I thought my job was to simply make things look good. I used to send a file with little context, assuming everyone understood the design decisions I’d made. But that often led to confusion and a lot of back and forth. I learned the hard way that clear communication is just as important as delivering great designs. If we can’t communicate clearly (whether it’s with clients, developers, or other team members) we risk misunderstandings, missed deadlines, and projects that fall short. I’ve been there and it’s a awful experience all around. If you’re in a similar situation and want to get out of that cycle, here’s what’s helped me become a better communicator in my design career: 1️⃣ Set expectations early. Before any project kicks off, make sure everyone’s on the same page. What’s the goal of the project? Who’s the audience? What are the timelines? Clear expectations save a lot of headaches down the line. 2️⃣ Explain your design decisions. Don’t just hand over the final design. Take the time to explain why you made certain choices. Whether it’s color, layout, or typography, walking clients or teammates through your thought process helps them understand your vision and trust your expertise. 3️⃣ Ask for feedback early and often. Feedback isn’t something you should get at the end of a project. It should be part of the entire process. Asking for input at key stages not only builds stronger relationships but also keeps the project on track. 4️⃣ Use visuals to support your message. We’re designers and visuals are our advantage! Use them! Use mockups, wireframes, and sketches to communicate complex ideas clearly. It’s amazing how much a quick sketch can clear up confusion. 5️⃣ Be responsive. Good communication is also about being available. Respond to emails and messages in a timely manner. You don’t have to be available 24/7, but being present shows that you’re invested in the project. The reality is great design won’t land if people don’t understand it. As much as you focus on creating beautiful work, invest time in making sure your communication is just as polished. ––– What’s one communication skill you’re working on improving as a designer?

Ever had your best design idea end up in the trash? Here’s how to make sure they “get it” next time👇 Even the most creative concepts can end up in the bin if stakeholders don’t see the purpose. From my experience, here’s how to keep your ideas safe: 1️⃣ Set the Scene ↳ Skipping the setup leads to confusion. Share the creative brief, roles, and timelines so everyone understands the big picture. When stakeholders get the context, they’re more likely to buy into your vision. 2️⃣ Define the Challenge ↳ Ideas need a story. I always frame my concept around the problem it solves. Explaining the challenge provides context on their problem statement and shows that the solution is necessary, not just “nice to have.” 3️⃣ Show You Understand Their Needs ↳ One thing I’ve learned: stakeholders love to feel understood. Present your research, insights, and moodboard to prove that you get what they want. It’s not just about the design but about solving their problems. 4️⃣ Turn Insights into Design Choices ↳ Don’t just show a design—show the why. When I link each design choice back to specific insights, I’ve found that stakeholders see the decisions as logical and essential, not subjective or “artsy.” 5️⃣ Present Elements as Solutions ↳ Every design element should be a solution to a problem. I explain each one briefly but with purpose. When stakeholders see your design as a series of solutions, they see its value. 6️⃣ Speak in Results ↳ Metrics are everything. I focus on KPIs and how my design supports business goals. Results make it real. Stakeholders may not understand colour theory, but they understand “increased engagement” or “better brand alignment.” 7️⃣ Invite Collaboration ↳ This one’s key. Always invite feedback and questions to make stakeholders feel included. It’s a win-win: they feel heard, and I get insights into what they’re really looking for. It’s the best way to turn “no” into “yes.” Do you agree? Let me know in the comments ♻️ Repost if you found these tips useful ❤️ Join my weekly newsletter where I dive deep into design trends, creative growth, and how to level up your career. Link in the comments below!

I learned this the hard way… 𝗔 𝗳𝗲𝘄 𝘆𝗲𝗮𝗿𝘀 𝗮𝗴𝗼, I worked on a design project that ended in complete disaster. Why? 𝗕𝗲𝗰𝗮𝘂𝘀𝗲 𝘁𝗵𝗲 𝗰𝗹𝗶𝗲𝗻𝘁 𝗱𝗶𝗱𝗻’𝘁 𝗽𝗿𝗼𝘃𝗶𝗱𝗲 𝗮 𝗰𝗹𝗲𝗮𝗿 𝗯𝗿𝗶𝗲𝗳! So, if you ever hire a graphic designer, make sure you brief them properly. It saves time, effort, and revisions. Here’s your 𝟭𝟮-𝘀𝘁𝗲𝗽 𝗰𝗵𝗲𝗰𝗸𝗹𝗶𝘀𝘁 to brief a designer the right way: ➝ 𝗗𝗲𝗳𝗶𝗻𝗲 𝗣𝘂𝗿𝗽𝗼𝘀𝗲  ↳ What’s the goal of this design? ➝ 𝗧𝗮𝗿𝗴𝗲𝘁 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲  ↳ Who is this for? ➝ 𝗕𝗿𝗮𝗻𝗱 𝗚𝘂𝗶𝗱𝗲𝗹𝗶𝗻𝗲𝘀  ↳ Provide colors, fonts, and styles. ➝ 𝗞𝗲𝘆 𝗠𝗲𝘀𝘀𝗮𝗴𝗲𝘀  ↳ What must be highlighted? ➝ 𝗗𝗲𝘀𝗶𝗴𝗻 𝗦𝗰𝗼𝗽𝗲  ↳ Specify format & deliverables. ➝ 𝗥𝗲𝗳𝗲𝗿𝗲𝗻𝗰𝗲𝘀  ↳ Share past work or inspiration. ➝ 𝗦𝗵𝗮𝗿𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁  ↳ Provide text, images, and assets. ➝ 𝗗𝗲𝗮𝗱𝗹𝗶𝗻𝗲𝘀  ↳ Set clear timelines. ➝ 𝗕𝘂𝗱𝗴𝗲𝘁 𝗟𝗶𝗺𝗶𝘁𝘀  ↳ Clarify financial constraints. ➝ 𝗙𝗲𝗲𝗱𝗯𝗮𝗰𝗸 𝗣𝗿𝗼𝗰𝗲𝘀𝘀  ↳ Define revision policies. ➝ 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻  ↳ Preferred contact method. ➝ 𝗣𝗮𝘆𝗺��𝗻𝘁 𝗧𝗲𝗿𝗺𝘀  ↳ Agree on schedule & method. A well-structured brief = a successful design project. Don’t let vague instructions ruin your creative vision! Tag a designer who will find this useful! #GraphicDesign #DesignTips #ClientCommunication #Branding #CreativeProcess #AsadAhmed #CreatorAsad

A recent survey from ANA asked agencies and brands about characteristics that enable great creative work. The number one response (82% of brand and 79% of agency respondents) was “a tight brief with clearly defined objectives.” Respondents ranked a tight brief higher than 11 other attributes including “constructive and timely feedback from brands” and “creative testing” as the most important factor for creative success. I had an opportunity to contribute a white paper to ANA’s latest report on briefing, and share a real life United Airlines brief-to-campaign-to-results scenario while speaking at ANA Masters of Marketing last week. I spent most of my marketing career on the agency side where I saw some good briefs and A LOT of bad briefs. When I joined United I had an opportunity to refine our briefing approach. Over the past two years, we wrote new templates, defined roles, grew the team, revised the templates, redefined the roles, and continuously iterated. Of all the briefing process adjustments we tried at United, one thing made the biggest difference. Before anyone kicks off a project, there must be a brief and that brief must be approved by our entire brand marketing leadership team. The full report including my white paper is available to ANA members at ana.net/betterbriefs. Here are a few key takeaways: -Invest time in writing a brief. Make it clear and sharp and then walk the halls with it. Make sure everyone who has a say in the work has seen and approved the brief. -Discovering differing expectations or internal misalignment before you kick off agencies and partners means your briefing process is working. Embrace these moments. Your investment is paying off. -All briefs require a senior advocate who is deeply involved in getting the brief approved. -Great strategists are also great diplomats who can resolve conflicting ideas and build consensus.