How to convey a lot, saying very little
You know the rule "less is more"? It applies perfectly to briefings. As counterintuitive as it might seem, the less you write (as long as it is clear), the closer you get to conveying the essence of what you truly want to build. The secret lies in objectivity and focus, avoiding distractions.
1. Context and objective
Before anything else, it is essential to answer four basic questions.
Practical example:
What it is about: Institutional presentation to showcase the franchise model for the "Café Aurora" brand.
Target audience: Potential franchisees and interested investors.
When and where: Used in face-to-face meetings and sent via email following the meeting.
Expected outcome: Generate investment interest and build credibility, using modern and approachable language.
These answers already guide the entire design: the tone, the visual hierarchy, and even the pacing of the slides.
2. Visual reference
Avoid overwhelming the designer with too many references. Two good inspirations are plenty.
Practical example:
References:
- "Nespresso Professional" brand presentation (for its elegance and clarity).
- Color palette and icon style of the "Oakberry" brand.
These examples show the expected visual atmosphere without restricting the creative process.
3. Content
Send the text already formatted with what you want to highlight. That way, the designer understands where to place the emphasis.
Practical example:
Café Aurora
The taste of the countryside with the power of nationwide expansion.
Instead of:
Title: Café Aurora
Subtitle: The taste of the countryside with the power of nationwide expansion.
Notice that the text is already clean, without unnecessary instructions like "Title", "Subtitle", etc.
4. Assets and formats
Being clear about the format avoids rework. In the case of multiple assets, always include the "name, format, dimensions, and notes, if necessary".
Practical example:
Franchise presentation
PDF and editable PowerPoint
1920×1080 (horizontal, standard widescreen)
Note: Also include a compact PDF version (up to 5 MB) for sending via WhatsApp.
If it is something more complex, like banners, posts, or videos, simply follow the same logic — asset by asset, format by format.
5. Final notes
This is where the details that can change everything come in.
Practical example:
- Use real photos of stores already open.
- Avoid photos with disposable cups (use images with porcelain).
- Keep the tone between sophisticated and welcoming, nothing too "corporate".
- If space permits, include an extra slide with "Next steps".
Summary:
A good briefing is not long, it is precise.
At Voorus, we believe that design starts with intention. A clear briefing reduces noise, speeds up delivery, and ensures that the final result truly translates what the brand wants to communicate, without needing to say much.