A brief (TA) is a document that clearly outlines what needs to be done, under what conditions, with which requirements, and by when.
In other words, it’s an instruction for the performer so they understand: what to do, how it should look, who it’s for, in which formats, and when to deliver. In design, marketing, IT, or any other project, a TA helps avoid misunderstandings and unnecessary revisions. Here are the main guidelines for creating a brief so the designer immediately understands the task.
1. Project Overview
Before the designer starts:
- Goal of the creative: sell, attract traffic, engage the audience.
- Campaign type: banner, video, landing page, story.
- Sizes and formats: exact pixels for banners, duration for videos, responsiveness.
- Deadlines: draft and final delivery dates.
2. Target Audience
It’s important for the designer to know who will see the creative:
- Age, gender
- Geography
- Interests and habits
- Briefly, what emotions should be triggered
3. Style and Visual Elements
To make the creative unique:
- Colors and brand style
- Fonts, logos, mandatory elements
- Tone: serious, friendly, slightly humorous
- Examples of visuals that fit the style
4. Content and Text
- Main headline and subheadline
- CTA (call to action): short and clear
- Bonuses, promotions, conditions
- Words to use or avoid
5. Concept and Script (for video/animation)
If video or animation is planned:
- Story and sequence of scenes
- Rhythm and shot duration
- Effects, animations, transitions
- References for inspiration
6. Technical Requirements
- File formats: PSD, AI, PNG, MP4, GIF, etc.
- Resolution, color model (RGB/CMYK)
- Maximum file size for the platform
- Social media, web, or mobile limitations
7. Additional Materials
- Logos, icons, images, brand book
- Screenshots of past creatives as examples
- Links to inspiring references
8. Review and Revisions
- Number of allowed revisions
- How to share drafts
- What to check when evaluating the final version
A well-prepared brief gives the designer all the necessary information — fewer misunderstandings, fewer revisions, and faster delivery of high-quality creatives.