How to Brief a Brand Designer
(and What Most Founders Get Wrong) By Kabir Kashyap
(and What Most Founders Get Wrong) By Kabir Kashyap
So you’re ready to build a brand. You’ve found your designer, maybe even stalked their Behance more than your ex’s LinkedIn. You shoot them a message: “Hey! We just need a quick logo :)” And that’s where things start to fall apart.
If you’re a founder reading this, let me let you in on a little secret: A great brief can save you money, time, and therapy. A bad one? It turns a design project into a disaster movie, starring your deadlines and my sanity.
I run a branding studio called Kabir Kashyap Design Co. We’ve worked with everyone from experimental beverage brands to founder-led fashion startups. And in every single project, one thing determines how smooth (or chaotic) the process is: the brief. Let’s talk about how to do it right.
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.
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.
What helps more than vague adjectives?
- Real references (brands you like and why)
- Products or packaging you’re drawn to
- What you believe in
- What you definitely don’t want
Clarity beats cool every time.
Give Constraints, Not Just Freedom
“I’m open to anything” sounds nice, but it’s actually a trap.
Design needs constraints to thrive.
Design needs constraints to thrive.
Tell me:
- Your brand colors (or at least ones you hate)
- Where this design will live (online, packaging, signage, etc.)
- Your timelines, budget, printing specs—don’t leave these till the end
Trust me, the more clear you are upfront, the more magic we can make later.
Design Is Not a Handover. It’s a Partnership
he best briefs come from founders who collaborate, not micromanage.
Be honest. Be available. Be open to questions you didn’t expect.
Sometimes, what you think you need isn’t what your brand actually needs.
Sometimes, what you think you need isn’t what your brand actually needs.
And if we challenge you? It’s not ego. It’s because we care enough to go deeper than surface-level styling.
Final Thoughts
If you want design that gets remembered, sells better, and actually feels like your brand — don’t skip the brief.
Write it like you’re telling your story to someone who might just turn it into something unforgettable.
Write it like you’re telling your story to someone who might just turn it into something unforgettable.
And if you're ready to work with someone who treats every brand like a living, breathing experience?
You know where to find me.
kabirkdesign.co/contact
kabirkdesign.co/contact
