designbrief

Designbrief (often written as a design brief) is a document that defines the goals, scope, constraints, audience, and criteria for a design project. Issued at the outset, it serves to align clients, designers, and other stakeholders and to guide decision making throughout the project.

Typical content includes: background and context, problem statement, project objectives, target audience and user needs, deliverables and scope, branding and style guidelines, technical or regulatory constraints, budget and schedule, acceptance criteria, and roles and approvals. It may also reference competitive landscape, success metrics, and references or inspirations.

Creation is usually collaborative, drawing from discovery research and stakeholder interviews. The design brief can be a standalone document or part of a larger brief package and is often treated as a living document, updated as insights emerge or priorities shift. In practice, it informs a design plan, creative concept, and evaluation criteria.

Terminology varies: in some organizations the same document is called a creative brief or project brief. The concept applies across disciplines, including graphic design, product design, UX, web design, branding, and packaging. For UX or product design, it may include user research findings, personas, user journeys, and measurable success criteria.

Well-crafted design briefs emphasize clear, actionable objectives, measurable criteria, and constraints while avoiding unnecessary ambiguity. They serve as a reference point for scope management, performance reviews, and stakeholder alignment.