The Ultimate Guide to Briefing a Visual Identity Agency: Tips and Best Practices for Effective Collaboration

Learn how to create an effective brief for a visual identity agency with our in-depth guide, featuring tips and best practices to ensure a successful collaboration.
The Ultimate Guide to Briefing a Visual Identity Agency: Tips and Best Practices for Effective Collaboration

1. Understand the Importance of a Clear and Comprehensive Brief

A well-crafted brief is essential for several reasons:

  • It provides the agency with a clear understanding of your goals and expectations.
  • It ensures that all parties are aligned on the project's objectives, deliverables, and timeline.
  • It serves as a reference point throughout the project to keep everyone on track.
  • It helps the agency develop a tailored approach and deliver the best possible results.

Taking the time to create a thorough and well-structured brief will set the foundation for a successful collaboration with your visual identity agency.

2. Define Your Project's Goals and Objectives

Start by outlining your project's goals and objectives, as this will help the agency understand the purpose of the visual identity and the desired outcomes. Be specific and concise, and consider the following questions:

  • What do you want to achieve with your visual identity (e.g., increase brand awareness, differentiate from competitors, target a new audience)?
  • What are the key messages you want to convey through your visual identity?
  • How do you want your target audience to perceive your brand?
  • Are there any challenges or constraints that the agency should be aware of (e.g., industry regulations, existing brand elements, or budget limitations)?

3. Provide Background Information on Your Brand and Target Audience

To create an effective visual identity, the agency needs a solid understanding of your brand and target audience. Provide the following background information in your brief:

Brand Information

  • Company history and mission
  • Products or services offered
  • Unique selling proposition (USP)
  • Current brand positioning and perception
  • Existing brand elements (e.g., logo, colors, typography)

Target Audience

  • Demographics (e.g., age, gender, income, location)
  • Psychographics (e.g., interests, values, lifestyle)
  • Key motivators and pain points
  • Preferred communication channels

4. Outline the Scope of Work and Deliverables

Clearly define the scope of work and the specific deliverables you expect from the agency. This may include:

  • Logo design or redesign
  • Color palette development
  • Typography selection
  • Iconography and graphic elements
  • Brand guidelines or style guide
  • Marketing collateral design (e.g., business cards, letterhead, brochures)
  • Website design or redesign

Be as detailed as possible, specifying the formats and file types you require, as well as any additional information, such as print specifications or digital platform requirements.

5. Establish a Project Timeline and Budget

A clear timeline and budget are crucial for effective project management and ensuring that all parties are aligned on expectations. In your brief, include the following:

  • Project milestones (e.g., initial concepts, revisions, final deliverables)
  • Deadlines for each milestone
  • The overall project deadline
  • Your budget for the project

6. Share Examples and Inspiration

Providing examples of visual identities and design elements you admire can help the agency better understand your preferences and expectations. Include examples from your industry, as well as from other industries, to showcase a variety of styles and ideas. Consider the following:

  • Logos and visual identities of brands you find appealing
  • Design styles or trends that resonate with your brand
  • Color palettes and typography that you find visually appealing
  • Specific design elements or concepts that you'd like to incorporate

However, be careful not to limit the agency's creativity by providing overly prescriptive guidance. Encourage them to think outside the box and bring their expertise to the project.

7. Outline the Feedback and Revision Process

To ensure a smooth collaboration, clarify the feedback and revision process in your brief. Specify how many rounds of revisions are included in your agreement, and establish a process for providing feedback. This may involve:

  • Designating a single point of contact within your organization to consolidate feedback and communicate with the agency
  • Creating a structured feedback format to ensure clear and actionable input
  • Setting expectations for turnaround times on revisions

By outlining a clear feedback and revision process, you can minimize miscommunication and keep the project moving forward efficiently.

8. Include Any Additional Information or Requirements

If there are any additional requirements or information that the agency should be aware of, include them in your brief. This may involve:

  • Legal or regulatory constraints related to your industry
  • Accessibility requirements for your visual identity (e.g., color contrast for readability, inclusive design principles)
  • Technical specifications for digital platforms or print materials
  • Any preferred design tools or software the agency should use

Providing all relevant information upfront will help the agency better understand your needs and deliver a visual identity that meets your requirements.


Briefing a visual identity agency is a critical step in ensuring a successful collaboration and an effective visual identity for your brand. By following this comprehensive guide, you can create a clear and detailed brief that sets the foundation for a productive working relationship.

To recap, consider the following steps when briefing a visual identity agency:

  1. Understand the importance of a clear and comprehensive brief.
  2. Define your project's goals and objectives.
  3. Provide background information on your brand and target audience.
  4. Outline the scope of work and deliverables.
  5. Establish a project timeline and budget.
  6. Share examples and inspiration.
  7. Outline the feedback and revision process.
  8. Include any additional information or requirements.

By taking the time to carefully consider each aspect of your brief and providing thorough information, you can set your project up for success and ensure a strong visual identity that helps your brand stand out and resonate with your target audience.

Our Work

Interested in learning more about how we can help your business to grow?

If you're looking to name your brand, refresh your visual identity, or to create a new brand from scratch — our studio can help. Our services also include full roll-out for all your customer-facing touch-points, like websites, social content and print based collateral.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.