Brief · 06
Send a brief we can price. Five sentences is enough.
A mood board is not a job. A job has a who, a what, a when, and a number you can live with.
7 Jul 2026 · 5 min
06Most first mails are interiors
Most first mails we get are interiors. A sentence about a new chapter. Three adjectives. A hope that it will “feel premium”. Then a request for a quote by Friday. We can like the person and still not know what to build. A brief is not a vibe. It is the smallest set of facts that lets someone answer with a number and a date.
Four facts beat a deck
Who is this for, in a sentence a stranger would recognise. What has to exist when we stop: a site, a shop, a program, a flow. When it has to ship, even if the date is ugly. What number you can live with, even if it is a band. If you cannot say those four things, you do not have a brief. You have a wish. We can still talk. We cannot yet price.
If you cannot say those four things, you do not have a brief. You have a wish. We can still talk. We cannot yet price.
Show the thing that is failing
A link to the current site does more work than a mood board. Say what is broken in one line: nobody books, the cart dies on mobile, the form goes to an inbox nobody opens. If there is no site, say who answers the phone today. We price the gap, not the adjectives.
Who will touch it on a Tuesday
Tell us who publishes, who owns hosting, who answers when a form dies. A site whose editor is “whoever has a minute” will be priced as a risk, because it is one. If you do not know yet, write that. Guessing in the brief becomes a rebuild in March.
Five sentences is a complete brief
You do not need a deck. Five sentences in the contact form is enough for us to say yes, no, or not this year. If we can help, you get a starting price and a timeline. If we cannot, you hear that too, in one working day, without a discovery workshop you did not ask for.
