How to Write a KILLER Design Brief (Solo Edition)

Summary

Podcast Summary: The Marketing Millennials – "How to Write a KILLER Design Brief (Solo Edition)"

Release Date: January 22, 2025
Host: Daniel Murray

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Introduction

In the solo episode titled "How to Write a KILLER Design Brief," Daniel Murray addresses a common pain point among marketers: crafting effective design briefs. Recognizing that poorly constructed briefs can lead to wasted resources and strained team dynamics, Daniel provides a comprehensive, step-by-step guide to creating design briefs that not only look visually appealing but also drive conversions. This episode is a must-listen for marketers seeking to enhance collaboration with their design teams and achieve measurable results.

The Importance of a Solid Design Brief

Daniel begins by emphasizing that designers are not mind readers. To ensure that designs align with marketing objectives and convert effectively, a well-structured design brief is essential.

“Your designers, they are not mind readers. If you want designs that don't just look good but actually convert, you need a solid playbook for your briefs.”
(00:27)

A sloppy brief can lead to wasted time, energy, and unnecessary tension between teams. Therefore, having a clear and detailed brief is crucial for project success.

Step-by-Step Guide to Creating a Killer Design Brief

1. Start with the Big Picture: The Why

Begin your brief by outlining the overarching purpose of the project—the "North Star." Clearly state what the project is about, its primary goal, and the target audience. Specificity is key; avoid vague descriptions to prevent misunderstandings.

“Set the tone early so no one's guessing what you want.”
(02:00)

Example:

• Project: TikTok ad targeting Gen Z gamers.
• Visual Style: Blue raspberry energy drink theme with hyped-up visuals, memes, and fast cuts.
• Tone: Relatable, funny, avoiding corporate ad feel.
• Additional Elements: Static us versus them comparison graphic with movie theater, slushy vibes.

2. Define Success

Clearly articulate what success looks like for the project. Move beyond hopeful statements by setting measurable Key Performance Indicators (KPIs) such as Return on Ad Spend (ROAS), cost per click, or specific engagement metrics.

“Define them. Do you have ROAS goals? Share examples of ads that hit that similar target.”
(03:15)

Example:

• Goal: Achieve a 15% higher ROAS than the previous campaign.
• Success Indicators: Specific ads that performed well, avoidance of previous mistakes.

3. Nail the Visual Direction

Provide explicit instructions regarding the visual aspects of the design. Instead of using vague terms like "make it pop," specify the mood, tone, colors, fonts, and styles to ensure consistency.

“Be specific instead. Mood and tone. Is it fun? Edgy? Minimal colors, fonts, and styles?”
(04:30)

Example:

• Colors: Neon pinks
• Typography: Bold, similar to Spotify's rap campaign
• References: Include mood boards and linked inspirations for clarity.

4. Call Out Must-Haves vs. Nice-to-Haves

Distinguish between essential elements and optional features to streamline the design process and avoid unnecessary revisions.

“This could save you so much time, so be clear about it.”
(05:45)

Example:

• Must-Haves: Logo placement in the top right corner, use of purple only.
• Nice-to-Haves: Subtle animation around the CTA button.

5. Timing

Set realistic and clear deadlines to ensure the project stays on track. Break down the timeline into specific milestones to facilitate smooth progression.

“Deadlines need to be clear and achievable.”
(07:00)

Example:

• Draft 1: January 28th
• Internal Review: February 6th
• Final Files: February 20th

6. Specify the Target Platform

Tailor designs to fit the specific requirements and aesthetics of the intended platform. Understand that what works on TikTok or Instagram may not be suitable for LinkedIn.

“Designs need to fit the platform. What works on TikTok or Instagram might flop on LinkedIn.”
(08:10)

Example:

• Platforms: TikTok and Instagram Reels
• Specifications: Native to short-form video, fast cuts, bold text, minimal polish
• Versions: 6-second, 10-second, and under 1-minute formats

7. Deliverables (Asset Checklists)

Clearly outline the expected deliverables, including file formats, sizes, and naming conventions. Providing detailed specifications helps prevent errors and ensures consistency.

“Spell out the exact deliverables.”
(09:25)

Example:

• File Formats: PNG and PSD
• Sizes: 1080x1920 for TikTok, 1200x628 for Facebook
• Naming Convention: Label files systematically as per guidelines

8. Clarify the Brand Voice

Communicate the brand’s personality to ensure that the design aligns with the overall brand identity. This includes the tone, style, and specific do’s and don’ts.

“Your brand isn't just colors and copy. It's a personality.”
(10:40)

Example:

• Brand Personality: Bold, cheeky, playful
• Guidelines: Use vibrant colors and fresh layouts without appearing try-hard
• Reference Materials: Do’s and Don’ts list for clarity

9. Open the Feedback Loop

Establish clear expectations for how feedback will be handled. Encourage a collaborative approach where initial drafts are seen as starting points for iteration rather than final products.

“We'll give feedback within 24 hours. Encourage iteration.”
(12:00)

Example:

• Feedback Timeline: Review drafts within 24 hours
• Platforms: Use Figma for feedback and collaboration
• Process: Leave clear, actionable comments and allow for multiple rounds of edits

10. End on a High Note

Conclude the brief by motivating and valuing the design team’s contributions. Reinforcing the importance of the project fosters a positive and enthusiastic working environment.

“Designers are your creative MVPs. Let them know this project matters.”
(13:45)

Example:

• Message: This campaign showcases our new brand direction
• Encouragement: Your work will be front and center in Q1. Let’s make it unforgettable.

Summary of the 10-Step Design Brief

Daniel encapsulates the process with a TLDR summary, highlighting each of the ten steps:

1. Big Picture: Define the why, goal, and audience.
2. Success Metrics: Establish measurable KPIs.
3. Visual Direction: Specify tones and references.
4. Must-Haves vs. Optional: Prevent guessing and streamline.
5. Timing: Set clear, achievable deadlines.
6. Platform Specificity: Ensure designs fit the platform’s vibe.
7. Deliverables: Detail formats, sizes, and labeling.
8. Brand Voice: Communicate personality and visual identity.
9. Feedback Loop: Facilitate swift, clear, and actionable collaboration.
10. Hype It Up: Motivate the design team and emphasize project importance.

“Share this with your team. Save it for your next design brief so you can have designs that are on time that fit your vibe, that fit the platform that actually convert.”
(14:30)

Conclusion

Daniel Murray concludes by encouraging listeners to implement the ten-step design brief to achieve timely, platform-appropriate, and conversion-driven designs. He invites the audience to engage further through LinkedIn, newsletters, and direct messages for continued conversations and support.

“Thank you for listening. Feel free to always DM me on LinkedIn or respond to our newsletter or any anything. I would love to chat and until next time, talk to you later.”
(15:00)

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Key Takeaways

• Clarity and Specificity: Clear, detailed briefs prevent misunderstandings and ensure that design outputs align with marketing goals.
• Measurable Goals: Defining success with specific metrics facilitates objective assessment of design effectiveness.
• Collaborative Feedback: Establishing a robust feedback loop encourages continuous improvement and team synergy.
• Brand Alignment: Ensuring that designs reflect the brand’s voice and personality strengthens brand identity and resonance with the target audience.

For marketers seeking to enhance their design collaboration and achieve impactful results, Daniel Murray’s comprehensive guide offers actionable insights and practical steps to elevate the quality and effectiveness of their design briefs.

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Transcript

[A]

Welcome to the Marketing Millennials, the no BS Marketing podcast. I'm Daniel Murray and join me for unfiltered conversations with the brains behind Marketing's coolest companies. The one request I tell our guests stories or it didn't happen. Get ready to turn the top.

[B]

Welcome back to another episode of the Market Millennials. Today I'm diving into a topic that a lot of marketers I talk to face, but we really perfect. And that's writing a killer design brief. And I want to start by saying this. Your designers, they are not mind readers. If you want designs that don't just look good but actually convert, you need a solid playbook for your briefs. Because if you don't, the reality is sloppy briefs lead to wasted time, wasted energy, and also creates tension between designers and marketers. And we don't want that. So I want to give you my step by step on how to create a great design brief that I've used. Let's get into it. So step one is start with the big picture. The why every project needs a North Star. So kick off your brief by explaining what's the project about? What's the one big goal? And don't make the big goal. Make it pop. That isn't a goal. And then who's the audience? Be specific. Age, vibe, pain points, Dreams. I'll give you a quick example. This is for a TikTok ad targeting Gen Z gamers. Think blue raspberry energy drink, hyped up visuals, memes, and fast cuts. We want it to be and feel relatable, funny and not like a corporate ad. Oh, and we need a static us versus them comparison graphic to run alongside it. Think movie theater, slushy vibes. That is an example. Set the tone early so no one's guessing what you want. Step two, define success and make this really, really clear. What does a win look like? Don't just hope for good results. Define them. Do you have roas goals? Share examples of ads that hit that similar target. Is it cost per click, be upfront, or any measurable KPIs? Write them down. I'll give you an example. We need a 15% higher ROAS than our last campaign. Here's examples of what crushed it and some assets that tank so we don't make the same mistakes twice. Your designers will thank you for this level of clarity. Step number three, nail the visual direction. The phrase make it pop should be illegal in marketing. Be specific instead. Mood and tone. Is it fun? Edgy? Minimal colors, fonts and styles? What to include and want to avoid do you have references, links, mood boards, Pinterest, Inspo, whatever you got and I'll give you a quick example. Go neon pinks and bold typography like Spotify's rap campaign. Here's a mood board with my notes. Let's review it together before you start. Step number four Call out the must haves versus the nice to haves. This is where you save time on unnecessary back and forth. And this could save you so much time, so be clear about it. For example, logos. Where do they go? How to use them? Taglines or legal copy. What must be included? Brand guidelines, what cannot be touched. Here's an example. Must have logo in the top right corner, purple only. Nice to have a subtle animation around the CTA button. Like this example right here. Let's go into step number five. Timing. Be realistic and not delusional. Deadlines need to be clear and achievable. Break them down like this draft one needs to be on January 28th, internal review needs to be on February 6th and final files need to be on February 20th. If timing is tight, provide animations first and static ads can follow. So that's just an example of like timing. What you should give specifics on timing. Step number 6 Specify the target platform Designs need to fit the platform. What works on TikTok or Instagram might flop on LinkedIn and here's example. This is for TikTok and Instagram Reels keep it native to short form video have fast cuts, bold text and minimal polish. We need versions at 6 seconds and 10 seconds and under 1 minute. This is an example what you could put step 6 step number 7 deliverables, aka the asset checklists spell out the exact deliverables. For example the file formats. Is it a JPEG? Is it a PNG? And what are the sizes of it? Is it 1080 by 1920 for TikTok or 1200 by 628 for Facebook? For example, here's what I would say Label files with this this naming convention. Formats need to be in PNG and PSD sizes. TikTok and Facebook specs and they are linked right here. Step number 8 Clarify the brand voice. Your brand isn't just colors and copy. It's a personality. Designers need to get that vibe. And here's an example of what you could say. Our brand is bold, cheeky and playful. Think vibrant colors and layouts that feel fresh but not try hard. Here's a copy of Do's and Don'ts list for reference. And then step nine open the feedback loop set expectations for collaboration. For example, we'll give feedback within 24 hours. We'll use Commons in FIGMA or your platform of choice. Encourage iteration. First drafts don't need to be perfect and here's an example of something I would say is we'll review drafts in FigVA and leave clear actionable comments within 24 hours. Keep the first draft rough and we'll iterate together so they don't need to perfect it up front. We will iterate together and leave our notes and we'll have another round of edits. Step number 10 and this is the last step is end on a high note. Wrap it up with Hype Designers are your creative MVPs. Let them know this project matters and here's an example. This campaign is our chance to show off our new brand direction. Your work will be front and center in Q1. Let's make it unforgettable. Everybody needs a little pick me up and some height. So here's the TLDR of the brief 1. Big picture the why goal audience 2. Success measurable KPIs 3. Visual direction specific tones and references 4. Must haves versus optional no guessing 5. Timing clear deadlines no chaos 6. Platform specific fit the vibe of that platform 7. Deliverables format sizes, labels 8. Brand voice, personality and visuals 9. Feedback loop fast, clear and actionable and 10 hype it up. Give him some inspiration. So that is my ten step design brief. So share this with your team. Save it for your next design brief so you can have designs that are on time that fit your vibe, that fit the platform that actually convert. So thank you for listening. Feel free to always DM me on LinkedIn or respond to our newsletter or any anything. I would love to chat and until next time, talk to you later.

[A]

Thanks so much for listening. Keep tuning in to hear more great insights from the coolest marketers from around the world. If you haven't already, make sure to subscribe and follow the Marketing Millennials podcast on Apple Podcasts, Spotify, YouTube or wherever you get your podcast. And if you like what you hear, I would greatly appreciate you giving us a five star rating. It helps bring more marketers into our community.