A good brief is short. It says what you want people to feel, who they are and what must not change. Here are the questions we ask every client before we draw anything.
1. Who is it for?
Describe one real person who should love the result: their job, their phone, the shop they walk past every day.
2. What should they feel?
Three words are enough. Calm, bold, trustworthy. We design toward those words and check every decision against them.