09, July 2026
We retired the 20-question onboarding form. It produced adjectives, not decisions. The new brief has four blocks: audience, proof, constraints, and the first three applications.
Constraints are the useful part. Print only. No photography budget. Must sit next to a parent brand. Those limits give the work a spine. Unlimited freedom is how marks become vague.
We share the brief with the client before we draw. If they cannot sign the one page, we are not ready to design. That conversation saves more time than any moodboard.
“A long brief is often a sign that the decision has not been made.”
