A project brief is a concise document that outlines the key details, goals, and expectations of a project before work begins. Think of it as a roadmap for everyone involved—client, developer, designer, marketer, or consultant.
It doesn’t need to be long or overly technical. But it should answer the essential questions: What are we building, why, for whom, how, and by when?
Without a brief, projects often stall, go over budget, or miss the mark completely.
What does a project brief include?
While the structure can vary, a good brief usually covers:
- Project overview
A short summary of what the project is and what it aims to achieve. - Goals & objectives
What outcomes are you expecting? Are you trying to improve conversions, build brand visibility, launch a product? - Target audience
Who is this for? What do they care about? What problems does this solve for them? - Scope of work
What’s included—and just as importantly, what’s not? This section helps prevent scope creep. - Deliverables
What are the specific outputs expected? (e.g. new homepage design, lead generation funnel, SEO audit) - Timeline
Key milestones, deadlines, and delivery expectations. - Budget
Either a specific figure or a range, depending on how early in the process you are. - Stakeholders
Who’s involved on each side? Who’s responsible for what? - Background or existing assets
Existing content, branding, competitors, or anything relevant to the project’s success.
Why it matters
- Clarity for everyone
It gets everyone on the same page before money or time is spent. No guessing, no assumptions. - Better collaboration
Designers, developers, and marketers work faster and more effectively when they have context and direction. - Avoids scope creep
Clear expectations mean fewer “surprise” requests halfway through the project. - Saves time and money
Fewer revisions, less miscommunication, and more focused results. - Stronger results
A clear brief leads to work that actually supports your business goals—not just something that “looks nice.”
Who writes it?
That depends. Sometimes the client writes the initial brief. Other times, the service provider (designer, agency, developer) creates it during discovery. Ideally, it’s a collaborative process—refined and agreed on before work begins.
If you’re a business owner hiring someone for a website, marketing campaign, or redesign, you don’t need to write a formal document from scratch. A clear email, a structured form, or even a recorded Loom video can serve as the basis for a solid brief.
Bottom line
A project brief is one of the simplest tools to keep projects on track and aligned with your goals. It’s not red tape—it’s an investment in clarity. Whether you’re hiring someone or being hired, never skip the brief. It sets the tone, defines the work, and protects both sides from costly misunderstandings.
