Start with the question

Name the actual problem

Before choosing a visual direction, describe what people need to understand or do differently. Name the audience, the situation they are in and the point where the current experience becomes unclear. A question such as “How can a first-time visitor understand the offer?” gives the work a decision to address.

Make the next decision easier

A useful brief establishes priorities and constraints. Separate a requirement from a preference, and identify what evidence would help the team choose between directions. Keep the question specific enough to guide the next decision; a brief does not need to predict every answer before work begins.