How to brief a design agency (and get better work back)

A good brief is the cheapest way to get better work. It aligns everyone before the expensive part — design and build — begins.

Start with the business outcome, not the deliverable. “We need more qualified demo requests” tells us more than “we need a new homepage.” Share what you have tried, what your customers actually say, and the one metric that would make this project a success. Then trust the team you hired to find the route there.

What to include

Context, audience, the single most important goal, hard constraints (brand, tech, timeline), and examples of work you admire — with a note on why. Leave the solution open. That is what you are paying us to figure out.