When going into a new project with a client, it is always good to have a brief with them, to establish what the want. Specifically, what they want you to do for them in regards to a new design for the media content. Whether it may be a logo, advertisement, or even a commercial, there should always be a brief that goes along with that. That being said, there are some things to be careful of with brief.
One of my main concerns would be a brief that diminishes or overly restricts your creativity. Yes, a company has the right to what ever they ask for, but if they do not give you any creative liberty in the matter then what is the point. The whole reason the company came to you was so that you could create something for them that they wouldn’t have thought of or cannot create. If they are restricting the designer, you, then they should just do the design themselves and not waste your time. Briefs in my opinion should be a guideline for what they specifically do not want and then leave the rest up to the designer. Let the designers be free flowing. A designer is the same thing as an artist and if a designer loses the option to be creative then it is just a robot creating the same old logo, advertisement, or any design as the next company, and so forth.
So a couple main tips that come with creating briefs according to article author, Howard Margulies. Try to keep a brief simple. Make sure that the brief is concise and has everything both parties want to say without being too wordy. Secondly, don’t try to trump over creatives with logistics and being to statistical. Let the creative team be creative, give them the access to give you what you want but remain true the their abilities. Briefs are there to guide the creative team, so lets it guide and then make something great.