Let’s be real: your designers are NOT mind readers. So, if you want designs that look good AND convert, you need a solid playbook.
What’s your goal? What’s the project about? What do you want it to look like? Who even ARE you? These are the questions your brief has to answer, plus more about your intended audience and where you’ll be placing things.
And, you need to define success. Throw those vanity metrics out the window—be upfront about what you really want to accomplish.
Plus, you have to be realistic about timing. How long does it take to make something and reformat it based on the platform? Is it relevant to what’s happening in pop culture and/or your audience? Think FCA: fast, clear, actionable.
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