Design brief layout: turn open questions into a production-ready page

A brief is a decision record. Its layout should expose missing decisions quickly, not make an incomplete request look finished.

For the upstream campaign decision, use the campaign brief template.

Lay out decisions in production order

Begin with objective and audience because they govern every later choice. Follow with message and proof, then deliverables, mandatory elements and constraints. Put timing, budget and approvals last, but do not treat them as less important: they decide whether the proposed work can happen and who is allowed to call it finished.

The evidence column prevents preferences being presented as requirements. A brand guideline, accessibility standard, signed campaign plan and stakeholder opinion are different kinds of input. Name the source so a designer knows which constraint is fixed, which can be challenged and who can resolve a conflict.

A production gate stops predictable rework

Do not begin high-fidelity work while the audience, primary deliverable, mandatory content or final approver is unknown. Sketches can explore an open direction, but label them as exploration. The gate should contain only questions whose answer would materially change the work; minor copy edits do not belong beside an unresolved format or legal requirement.

During review, update the brief rather than allowing decisions to live only in comments and calls. The final brief becomes the record used to assess the design, so feedback can point to an agreed objective instead of introducing a new one after production.

Convert the request into a one-page design brief with this layout: Decision
required | Agreed answer | Evidence or source | Owner | Status. Cover the
objective, audience, one message, supporting proof, deliverables and sizes,
mandatory content, brand assets, accessibility, technical limits, deadline,
budget, reviewers and final approver. Use [NEEDS DECISION] for every gap.
Finish with a production gate containing only unresolved items that would
cause rework. Do not invent a persona, aesthetic, deadline or budget.

Request: [REQUEST]
Constraints and assets: [CONSTRAINTS]