The brief you always wished you could send.

The whole walk · five stops

From the ad that's working to a brief the designer can actually work from

Every job runs the same five stops. The rest of this page walks them one at a time — what you put in, what the designer opens, what comes back, and what goes out the door to a freelancer who's never logged in.

First: where is it?

Every walk on this site starts the same way — with the card you click and the page that opens.

Start here · Where you find it

Open the client's brand kit, then the Creative Briefs card

Briefs belong to a client, so you start in their brand kit. On the kit's home page the card that reads “Assign · Creative Briefs” opens the jobs wall. The green New Brief button is there for owners, admins and media buyers — the people who assign work. A designer opening the same page sees their own queue. Here's what's on it.

The Defy the Dirt ad is still winning. The fall trail push needs three new statics and a vertical cut.

Today you'd email Priya, your freelance designer: a screenshot of the ad, a Drive link to the logo, “keep it yellow,” due Friday. Then three questions back, a version mix-up, and you'd find out it was done when she said so. Here's the other way.

Step 1 · Start from the winner

The brief starts on the ad that's working — the ad itself, not a screenshot of it

You're looking at the Defy the Dirt ad on its card, in the campaign that ran it. Click the clipboard and it lands on a new job as a reference. What the designer will see isn't a screenshot: it's the ad with everything the platform already knows about it — the copy, the formula, the offer, how long it's run, and the project that made it and the numbers that proved it, one click away. That's the reference a creative can work from.

Campaign Pulse · winners

Meta · 1:1

winning · Defy the Dirt · 40 days · the clipboard puts it on a job

26-0421Fall trail push — Meta staticsReference 1 · Winning Ad

Copy“DEFY THE DIRT.” · button: SHOP TRAIL

Formulaone defiant line, the product in its element, one button — nothing else on the frame

Offerthe trail line, in stock — built for mud, not pavement

Running40 days on Meta — long enough to mean it's working

Made inCampaign Ads · Trail launch · the project, the campaign, and its numbers, one click away

Your note to the designer: “This structure, this attitude — one line, the shoe in the element. Keep the yellow type. Vary the element: rain, rock, snow — not mud every time.”

Then you write the brief — and half of it is already written.

You do the thinking: why, what, how many. The kit brings the brand.

Step 2 · Write the brief

You write the why, the what, and the counts. The kit supplies the rest.

A creative brief has always had the same parts: the problem, who we're talking to, the one thing to say, why they should believe it, the tone, the must-haves, the deliverables. Here you write the objective, the ask, and the deliverable lines. Everything else arrives from the brand kit as the real documents — the palette as swatches, the persona this job speaks to, the copy and image guidelines, expandable right on the page. Add your job number, a due date, a note on each reference. Five minutes, and it's the most complete brief you've ever sent.

26-0421Fall trail push — Meta staticsthe trail clientyour job number · due Fri Oct 3Draft

What you write

Objective — the why

Sell the trail line through the fall season — reach runners who already own a road shoe and need a second pair for mud, rock and rain.

The ask — what to make

Three static concepts that keep the Defy the Dirt structure — one defiant line, the shoe in its element, one button — each in a different element. And one vertical cut of the splash.

Deliverables — so “done” is a count

3× static · 1:1 · Meta0 / 3Planned

1× video · 9:16 · :15s0 / 1Planned

References · 2 · with your notes to the designer

Winning Ad · Defy the Dirt

“This structure, this attitude. Keep the yellow type. Vary the element.”

trailhead-rain.jpg · your upload

“The second element. Wet rock, low light — same defiance.”

Mandatories · from the brand kit· the real documents, not a note that says “use the brand colors”

Brand colors

the five swatches, with their values

Avatar persona · The weekend trail runner

who this job speaks to

expand ▾

The weekend trail runner. Runs road all week, drives to the trailhead on Saturday. Already owns two pairs; buys a third when a shoe looks like it can take a beating. Responds to attitude, not specs. Skips anything that looks like a catalog.

Copy guidelines

short, defiant, imperative — three words if we can

expand ▾

Image guidelines

the product in its element — never a clean studio floor

expand ▾

Nothing retyped. Each record opens to its full text on the brief — the persona, the guidelines — so the designer reads the same document you approved with the client.

Then it goes to Priya, and she arrives loaded.

No PDF, no folder, no “where's the logo?” The brief is a page, and everything is on it.

Step 3 · Send it, loaded

One email. The designer opens a live page with everything on it.

Priya is a member of your team — a freelancer who sees only the kits she works on. Assign her and she gets one email with a link into the brief. Not a PDF, not a folder: the living page. The winner with its analysis, your notes, the palette, the persona, the guidelines in full, the deliverables. One tap — Accept & Start — tells you she's on it. Her questions live on the job, pointed at whoever should answer. And you can see the first time she opened it, or that she hasn't.

New brief: 26-0421

Fall trail push — Meta statics · due Fri Oct 3

Open the brief

Priya's one tap

Accept & StartAssignedIn progress

Priya · read Tue

Marcus · not opened yet

PriyaTo: you

Yellow type on all three, or can the rain one go black on yellow?

What Priya opens — the live brief

nothing to download, nothing to ask for

The winner, with its analysis

copy, formula, offer — and one click into the project that made it

Your notes, in your words

“keep the yellow type, vary the element”

The palette and the persona

swatches with values; the full persona document

The guidelines, in full

copy and image guidelines, expandable on the page

The deliverables

3× static 1:1 · 1× video 9:16 — done is a count

She arrives loaded. The thinking was done before the pixels — which is what lets a freelancer's first attempt be the right one.

The work comes back, the client answers, and you never file a status.

Step 4 · The work comes back

The comps land on the board, the client answers, and the brief moves itself

Priya makes the work wherever she works — in the studios, or in Photoshop and dragged onto the review board. The client approves on the review link. And the brief keeps up on its own: there is no status to set, because each step is a thing that actually happened. You never chase, and the wall is never out of date.

And for the designer who isn't on the platform — the whole job, packaged.

The ad, the analysis, the colors, the strategy. One folder. This is the part that used to take a morning.

Step 5 · Package it

For the designer outside the platform: the whole job in one folder

Not every freelancer has a seat, and some clients want the brief in hand. Print gives you the complete job as one document. Package Brief gives you a labeled folder: the brief page, every reference with its media and its analysis written out, the brand colors as a chip sheet with every value, and the persona and guidelines as their full documents. The brand strategy travels with the job. Send it, and they have everything.

Or say the whole thing to Claude.

Or · Say it to Claude

One sentence opens the whole job. One question runs the morning standup.

Everything above can be said instead of clicked. Pulling the winners, starting the board, writing the brief, attaching the references and the mandatories, assigning, emailing — one sentence, and Claude runs the play with the same permissions you have in the app. And each morning, across every client: what needs my attention?

• Your notes on a reference are for the designer to read. They are deliberately never fed into AI generation — the designer gets intent, the AI gets clean direction.
• A brief doesn't start a project for the designer. They create in the studios or outside the platform, and the review board is where the work lands. That's what moves the job.
• Nobody sets a status by hand — not the team, not Claude. The job advances from what happened. The two human touches are Accept & Start and Close.
• The read receipt is the first time an assignee opened the job. Designers see only the jobs they're assigned to; the wall is the buyer's.
• Print uses your browser's print dialog — save it as a PDF from there. The packaged folder holds the brief as a web page and the documents as text files.

Start it from the ad that's working. The kit brings the rest.