A brief with a useful question

What has changed?

Explain the situation that makes the project necessary now. A new audience, a changed offer or an unclear experience is more useful context than a list of visual preferences. Bring relevant research and existing material. Separate what you know from what the project still needs to learn.

What should become clearer?

Describe the audience and the change the work should support. The brief can name a useful outcome without pretending a design project can guarantee a business result. Identify the people who will review and approve the work, and how their feedback will be gathered.

What is the practical shape?

Share the timing, indicative budget, existing commitments and production dependencies. Be clear about what is fixed and where there is room to explore. The actual proposal should define deliverables, review rounds, rights, fees and responsibilities before work starts.