{{project}} / designer {{business}} / decision owner {{contact}} / review {{deadline}}

Purpose: give the designer a usable business situation rather than a list of adjectives.
Offer today [ ]; what a buyer actually receives [ ]; geography/channel [ ]; relevant change prompting the identity [ ]; existing identity to retain or replace [ ].
Audience: primary buyer and specific encounter [ ]; secondary audience [ ]; evidence supporting those descriptions and date [ ]; what is still assumed [ ]. Describe the task and setting, not an invented personality stereotype.
Encounter sequence: discovery [ ]; comparison [ ]; selection [ ]; repeat use [ ]. Which one must work first and why [ ]?
Business records: ID | source/date | observed or reported fact | implication | limitation. Record uncertain statements as questions, not facts. Remove private customer information from the shared brief.
Stakeholders: person/role | decision authority | consulted contribution | approval stage. One named owner resolves conflicting feedback; record who can authorize production separately.
Scope: deliverables/variants [ ]; applications [ ]; existing content/assets [ ]; exclusions [ ]; inputs due [ ]; milestone and review dates [ ]. A brief is not a substitute for the actual service agreement.
Success means a controllable design task succeeds [ ]; do not promise higher sales or recognition without a defensible study. Open questions: material issue | owner | due | consequence if unresolved.
Ready when the offer, priority buyer encounter, authority, and boundaries agree. Hold concept work if a missing input could materially change the route.

Your decision
Where does a buyer first encounter the identity?
My answer: [ ]
Source and date: [ ]
Still to check: [ ]
Next action, owner, and due date: [ ]

Before you start
- Business offer: [Source or notes]
- Real applications: [Source or notes]
- Production constraints: [Source or notes]

What you will make
A design brief with prioritized applications and agreed concept criteria.