How to write a brief and give creative feedback

Write the objective before aesthetic preferences. “We need to be recognisable in the feed” gives clearer direction than “we want to look contemporary”. Add where the work will appear and what viewers need to understand.

Note the quality you want from each reference. It might be page density, editing pace or navigation. State which parts you do not want to carry over, giving the studio room to interpret it.

When a proposal falls short, locate the issue: the tone feels distant, the hierarchy hides the message or the pace leaves too little reading time. An observable consequence gives the team a change to discuss.

For example: “In the vertical version, the text covers the packaging. Move it so the product name stays visible.” Ask the studio to propose a solution and check it in that format.

Gather input from the people involved and appoint a contact to resolve incompatible requests. Send one set of feedback for each stage, stating what is approved and what needs revision.

Proposals can reveal new needs. Record which criterion changes and which consequences you accept for delivery or timing. Keep those decisions with approved versions so the next revision starts from a clear agreement.