“Make it more creative.” “Give it more punch.” “Something is missing.” That’s how many projects end up with five files called final_final_really_final.

Before requesting another proposal, clarify the assignment. A creative brief can fit on one page: what you need to communicate, who it is for and the constraints.

Your designer can read a brief. Minds? Not yet.

Seven questions to stop the guessing

1. What do we want to achieve?

“We need a post” is a format. Introducing a product, explaining a service or generating quote requests is a goal. Choose one priority to give the design direction.

2. Who are we talking to?

Define what that person needs and how well they know your brand. “Someone opening their first store” helps more than “everyone.”

3. What should they remember?

Choose one main idea. Supporting details and the next step come after it. Your entire catalog does not need to fight for space in a single image.

4. Which assets and details are essential?

Share the correct logo, authorized photos, reviewed copy, prices, dates and terms. Define the formats too: post, story, reel or print. Adapting means rearranging the design, rather than stretching it.

5. What does “different” mean for your brand?

Share references and explain what interests you: typography, collage, photography, texture or rhythm. Use them to explore techniques and build your own visual language. Copying a composition and swapping the logo does not count.

6. What should someone do next?

Send a message, book, inquire or browse the catalog? Choose a clear action, check the link and agree on who will answer messages.

7. Who approves it, and when is it due?

One person collects the feedback, and everyone knows the review and delivery dates. If the goal or audience changes, revisit the scope and timeline.

A brief we can work with

Instead of “make something modern that sells,” try a brief like this:

“We need a carousel introducing our visual identity service to people preparing to open a business. We will use our own work samples, prominent typography and collage, keeping our logo intact. The closing slide will invite people to request information by direct message. We review on Tuesday and deliver on Thursday.”

There is room to experiment and a clear basis for reviewing the proposal.

Feedback that helps

“I don’t like it” needs a reason. Try “the date needs to be read first,” “the tone is too formal” or “this text is hard to read on a phone.” Collect comments in one review and distinguish requirements from personal preferences.

To connect your content with a strategy, read The algorithm is not your community manager.

Tell us what your brand needs, and let’s build the brief. At Trastorno Creativo, we turn “more punch” into actual decisions.