How to Brief a Brand Designer (and What Most Founders Get Wrong)

So you're ready to build a brand. You've found your designer. You shoot them a message: 'Hey! We just need a quick logo :)' And that's where things start to fall apart.

A great brief can save you money, time, and therapy. A bad one turns a design project into a disaster movie.

Tell Me the Story, Not Just the Specs

'I want something minimalist and premium' isn't a brief. It's a Pinterest moodboard with commitment issues.

Tell me about:

• Why you started the brand

• Who you're trying to reach

• What you believe in

• What your competitors are getting wrong

Designers don't just need direction. We need context. If we understand your story, we can design with emotion, not just aesthetics.

Don't Pretend to Know What You Don't

Saying 'I want it to feel modern but heritage but quirky but timeless' is like asking for pizza that's also sushi. It's okay to not know what you want yet. A good designer will guide you.

Give Me a Budget, Not a Mystery

Budget conversations are not awkward — they're essential. Without knowing what we're working with, I can't tell you what's possible.

Share References With Context

Don't just drop a folder of pretty logos. Tell me what you like about each one. 'I love this because it feels confident without being corporate' tells me far more than the image alone.

The Brief Is the Brief

Changes mid-project because you forgot to mention something? That's a scope change. A thorough brief upfront protects both of us.