Most creative projects stall for one reason: the brief is vague, so feedback becomes endless. A one-page brief fixes that by forcing decisions early. It makes approvals faster, reduces revisions, and keeps the work aligned when multiple people have opinions.
- Time to create: 20 minutes
- Output: one page that the client can sign off on
- Best for: design, photo shoots, brand content, landing pages
The rule: define the problem, not the solution
A brief is not a set of instructions for how to design. It is a shared understanding of what needs to be true when the work is done. When the problem is clear, creative solutions are easier to explore and defend.
The 1-page brief (copy and paste)
1) Project name
Give it a simple name that matches how the client talks about it.
2) The goal (one sentence)
Finish this sentence: “This project is successful if…” Then add a measurable signal if possible (clicks, inquiries, bookings, sign-ups).
3) Audience (two lines)
- Who: the exact person the content is for
- What they care about: the deciding factor (price, trust, speed, style)
4) Offer and message (three bullets)
- Offer: what is being sold or promised
- Primary message: the one thing that must land
- Proof: one concrete reason to believe (results, guarantees, process, reviews)
5) Tone and constraints
- Tone: 3 adjectives (example: clean, confident, warm)
- Must include: logo, tagline, offer details, legal text
- Must avoid: banned phrases, competitor look-alikes, “busy” layouts
6) Examples and anti-examples
One good reference and one anti-example saves hours of guessing. References do not need to be in the same industry. The point is taste and structure.
7) Deliverables and format
- What files are needed (sizes and versions)
- Where the content will live (site, social, print)
- Deadline and any hard dates
A fast approval workflow that prevents revision loops
Step 1: approve the brief before any creative work
Get a simple written approval: “Approved as-is.” If the client cannot approve the brief, the project is not ready to start.
Step 2: show one direction, not three
Multiple concepts sound generous, but they invite mix-and-match feedback. One strong direction is easier to evaluate and refine.
Step 3: limit feedback to two rounds
Set expectations: Round 1 is structural feedback. Round 2 is polish. Anything after that becomes a new scope item.
Common brief mistakes (and how to fix them)
Mistake: “Make it modern”
Fix: replace adjectives with references and specifics. “Modern” can mean minimalist, high-contrast, editorial, or playful.
Mistake: unclear audience
Fix: pick one primary audience. Secondary audiences can be served later. Trying to speak to everyone creates generic work.
Mistake: success is not defined
Fix: choose one measurable signal. If that is not available, choose a behavioral goal (book a call, request a quote).
Next step
Use the template for your next project and keep it to one page. The goal is speed and clarity. The best briefs make the creative work feel easier, not heavier.