Client Brief Formats

The Six Brief Formats

Written is the most straightforward format to understand. The client produces a document — digital or printed — that sets out their requirements. Because it is written down, both sides have a clear record of what was agreed. This makes it easy to refer back to later in the production process and helps avoid disputes about what was originally asked for.

Formal briefs are structured, professional documents that clearly and concisely set out exactly what the client wants. They typically include all the key requirements — purpose, audience, timescales, content guidelines — in an organised way. A formal brief is not always a legal contract, but it functions as one in practice: both parties treat it as a record of the professional arrangement. It may also involve a face-to-face meeting to talk through the document, but the written record remains central.

Informal briefs sit at the opposite end of the scale. Requirements might be communicated casually — via email, a phone call, or a quick conversation — without a structured document. This approach can work well for smaller, low-stakes projects or when the client and creative team already have a strong working relationship and a shared understanding of expectations. The risk is that requirements are less clearly defined, which can lead to misunderstandings later.

Meeting or discussion briefs are delivered verbally, face-to-face or over a call, rather than in writing. The client talks the creative team through what they need. This format allows for questions and immediate clarification, which can be very useful when requirements are complex or still evolving. However, because nothing is written down at the point of communication, it is good professional practice to follow up with notes that confirm what was discussed.

Negotiated briefs involve a back-and-forth process between the client and the creative team. Rather than the client presenting a fixed set of requirements for the team to simply accept, both sides discuss and agree on what is realistic, desirable and achievable. Requirements may be adjusted in response to budget, timescale, or the team's capabilities. The final brief reflects a shared agreement, which can lead to a stronger working relationship — though it requires open communication from both parties.

Commission briefs arise when a larger organisation hires a smaller company or individual to complete a specific piece of work. The larger organisation sets the overarching requirements and has significant influence over the creative direction, but the commissioned team may have some freedom in how they achieve the end result. Crucially, a commission is typically a legal agreement — there is a formal contract with a stated budget, scope and deliverables. This distinguishes it clearly from a formal brief, which may not carry the same legal weight.