Beyond the Brief: How Asking Better Questions Can Change Everything.
You know those moments when a project lands on your desk with a brief? That’s perfectly laid out, right? The goals, the timelines, the expectations. It’s all there. Anne sure, it feels good to have a clear direction. But here’s the truth. Sometimes sticking to the brief means you’re just scratching the surface. I’ve been there, running with Watts written, only to realise later that we missed out on something bigger.
I remember 1 project early in my career when a client wanted a fresh website design. It was pretty straightforward, knew layout, updated visuals, the usual stuff. But something in me said, “hang on, why are we doing this?” So I asked them straight up. “What are we really trying to achieve here?” And that simple question opened a can of worms for me. It turns out they weren’t just after and you look. They were desperate to change their brands perception, attract a younger crowd and make the user experience smoother. Suddenly, this wasn’t just a design job, it was an opportunity to reimagine how their brand connected with people.
Why asking “ Why?” Matters more than you think.
“Why?” Is such a tiny question, but it packs a punch. It’s one I’ve learned to lean into, especially when the path seems obvious. I had this one project with a healthcare brand that was all about trust. And they were set on using blue because we’re blue means trustworthy, right? But when I asked “Why blue? What it really saying to your audience?” It got us thinking. The brand came off as cold and clinical, the opposite of what they wanted. So we played around, warm things up and the shift was immediate. Suddenly they were approachable, friendly, the kind of brand you’d want to engage with.
It’s wild how often we assume we know things. What’s right without digging deeper? Asking why isn’t just about challenging the obvious, it’s about finding those little insights that turn good work into great work.
Dare to break the rules (Just a little, anyway.)
I’ve always been a bit of a rule breaker when it comes to creative projects. Not in a reckless way, but I’ve learned that if you always do what’s expected, you’re going to get expected results. A client once came to me asking for a series of Polish branded social media posts. To boost engagement. It was the usual stuff. Graphics, catchy lines scheduled to go out regularly, but something about it felt too predictable. So instead we tried something different. We started doing live sessions, interactive polls and behind the scenes videos. Suddenly, their followers weren’t just seeing content, they were part of the story. Engagement went through the roof and we got way more traction than we ever could have by just sticking to the brief.
Collaboration. It’s more than just following orders.
One of the best lessons I’ve learned in is that great. Creative work isn’t about just giving the client what they asked for, it’s about digging deeper together. I remember a family business that was in desperate need of a rebrand. They had this rich history and I didn’t want to just update their visuals and call it a day. So we dug into their story, their values, what made them take and use that to build something that didn’t just look good, but felt right. The rebrand didn’t just modernise their image, it reconnected them with their roots in a way that resonated with their audience.
Turning the brief into a blueprint for something bigger.
Here’s what I’ve realised. A brief is just the starting point. It’s a guide, not a rule book, and if you’re willing to ask the tough questions, you can turn that brief into a springboard for something truly impactful. I had a project where the initial ask was just for digital ads, but instead of just designing. What was asked? We pushed back, we looked at the bigger picture and we ended up creating a whole narrative that ran across multiple platforms. What started as a few ads turned into a campaign that had people talking.
Stay curious and see what happens.
At the end of the day, going beyond the brief is about staying curious. It’s about not settling for the first answer and being willing to challenge what laid out in front of you. Sure, it’s easier to just do what asked, but where’s the fun in that? The real magic happens when you push the boundaries and ask why and dig a little deeper. You never know, you might just find the key to something extraordinary.
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