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39 kinds of project

Every format, and what it gets asked.

A t-shirt brief asks about the blank, the print method and how many colours the press can hold. A packaging brief asks about shelf, material and the legal text that has to fit. Neither is asked about the other, and nobody is asked everything.

Below is the whole catalogue: 39 kinds across 10 categories, drawing on 10 question sets. Every list is read straight out of the engine, so it is what you would actually be asked — and every one links to a finished briefing that came out of it.

Open any kind to see its questions. Highlighted ones are specific to that kind — the rest is asked of every brief.

39 example briefings

Web & app

6 kinds
  • Website14 questions
    Read the website example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Site type
    • Features
    • Key pages
    • Content
    • Voice
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Shop scope, Languages.

  • Landing page14 questions
    Read the landing page example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Site type
    • Features
    • Key pages
    • Content
    • Voice
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Shop scope, Languages.

  • Online shop14 questions
    Read the online shop example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Site type
    • Features
    • Key pages
    • Content
    • Voice
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Shop scope, Languages.

  • App design (iOS / Android)12 questions
    Read the app design (ios / android) example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Platforms
    • Stage
    • Core flows
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Design system.

  • Web app / dashboard12 questions
    Read the web app / dashboard example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Platforms
    • Stage
    • Core flows
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Design system.

  • Email / newsletter template15 questions
    Read the email / newsletter template example

    1 question asked only for this kind of projectthe rest are asked for every project

    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Site type
    • Features
    • Key pages
    • Content
    • Voice
    • Email platform
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Shop scope, Languages.

Packaging & labels

2 kinds
  • Packaging14 questions
    Read the packaging example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Products
    • Formats
    • Material & finish
    • Print process
    • Mandatory content
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts
  • Label (bottle, jar, can)14 questions
    Read the label (bottle, jar, can) example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Products
    • Formats
    • Material & finish
    • Print process
    • Mandatory content
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

Books & publications

6 kinds
  • Book cover15 questions
    Read the book cover example

    2 questions asked only for this kind of projectthe rest are asked for every project

    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Format & extent
    • Binding
    • Content
    • One-off or series
    • Trim, pages & spine
    • Cover parts
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Print run & paper.

  • Book layout / typesetting13 questions
    Read the book layout / typesetting example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Format & extent
    • Binding
    • Content
    • One-off or series
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Print run & paper.

  • Magazine13 questions
    Read the magazine example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Format & extent
    • Binding
    • Content
    • One-off or series
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Print run & paper.

  • Catalogue14 questions
    Read the catalogue example

    1 question asked only for this kind of projectthe rest are asked for every project

    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Format & extent
    • Binding
    • Content
    • One-off or series
    • Items to lay out
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Print run & paper.

  • Brochure14 questions
    Read the brochure example

    1 question asked only for this kind of projectthe rest are asked for every project

    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Format & extent
    • Binding
    • Content
    • One-off or series
    • Folding & pages
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Print run & paper.

  • Podcast / album cover13 questions
    Read the podcast / album cover example

    1 question asked only for this kind of projectthe rest are asked for every project

    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Format
    • Where it's used
    • Content
    • Platforms & size
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Print run & paper.

Apparel & merch

3 kinds
  • T-shirt design14 questions
    Read the t-shirt design example

    1 question asked only for this kind of projectthe rest are asked for every project

    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Items
    • Print method
    • Placement & size
    • Color limits
    • Garment
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts
  • Merch (hoodie, mug, tote, cap)13 questions
    Read the merch (hoodie, mug, tote, cap) example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Items
    • Print method
    • Placement & size
    • Color limits
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts
  • Stickers14 questions
    Read the stickers example

    1 question asked only for this kind of projectthe rest are asked for every project

    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Items
    • Print method
    • Placement & size
    • Color limits
    • Cut & finish
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

Presentations

2 kinds
  • Pitch deck15 questions
    Read the pitch deck example

    1 question asked only for this kind of projectthe rest are asked for every project

    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Purpose
    • Length
    • One-off or template
    • Tool
    • Content
    • The ask
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts
  • Presentation / slide template14 questions
    Read the presentation / slide template example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Purpose
    • Length
    • One-off or template
    • Tool
    • Content
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

Video & motion

5 kinds
  • Explainer video16 questions
    Read the explainer video example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Type
    • Length & cut-downs
    • Formats
    • Treatment
    • Script
    • Footage
    • Voice & subtitles
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts
  • Social video / reel16 questions
    Read the social video / reel example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Type
    • Length & cut-downs
    • Formats
    • Treatment
    • Script
    • Footage
    • Voice & subtitles
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts
  • Ad spot / commercial17 questions
    Read the ad spot / commercial example

    1 question asked only for this kind of projectthe rest are asked for every project

    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Type
    • Length & cut-downs
    • Formats
    • Treatment
    • Script
    • Footage
    • Voice & subtitles
    • Where it runs
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts
  • Motion graphics / animation16 questions
    Read the motion graphics / animation example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Type
    • Length & cut-downs
    • Formats
    • Treatment
    • Script
    • Footage
    • Voice & subtitles
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts
  • Logo animation17 questions
    Read the logo animation example

    1 question asked only for this kind of projectthe rest are asked for every project

    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Type
    • Length & cut-downs
    • Formats
    • Treatment
    • Script
    • Footage
    • Voice & subtitles
    • Logo files
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

Campaign

3 kinds
  • Campaign (multi-channel)14 questions
    Read the campaign (multi-channel) example
    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Campaign goal
    • Channels
    • Key message
    • Run time
    • Voice
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Formats.

  • Social content package15 questions
    Read the social content package example

    1 question asked only for this kind of projectthe rest are asked for every project

    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Campaign goal
    • Channels
    • Key message
    • Run time
    • Voice
    • Volume
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Formats.

  • Social profile & banners15 questions
    Read the social profile & banners example

    1 question asked only for this kind of projectthe rest are asked for every project

    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Campaign goal
    • Channels
    • Key message
    • Run time
    • Voice
    • Profiles to cover
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Formats.

Something else

1 kind
  • Something else, describe it13 questions
    Read the something else, describe it example

    1 question asked only for this kind of projectthe rest are asked for every project

    • Brand
    • Category
    • Primary audience
    • Goals
    • Style
    • Format
    • Where it's used
    • Content
    • What exactly
    • Palette
    • Budget
    • Timeline
    • Do's & Don'ts

    Asked only when an earlier answer calls for it: Print run & paper.

In every set

Two questions no format asks in words.

Whatever you are briefing, you are asked what it should look like and, wherever the brand speaks, how it should sound. Written out, those are the two questions that produce the word premium and nothing else.

So style is asked in six pictures and voice with a sample sentence behind every option. The brief writes the professional term down afterwards, which means nobody has to know it to be understood.

How a form asks

Describe the desired visual style and art direction.

Which of these feels like the brand? Pick one or two.

Minimal & Bright
Playful & Vibrant
Elegant & Luxurious
Techy & Futuristic
Organic & Natural
Corporate & Trustworthy
What lands in the briefVisual style: Minimal & Bright, Elegant & Luxurious

Directions, not designs. Nobody has to agree on what editorial means, because nobody is asked to say it.

Brand · Voice

How does the brand speak to its customers? Pick one or two, and read how they sound.

ProfessionalFriendlyCasualCheekyTrustworthyFunnyConfidentEmpoweringElegantCreative
Confident sounds like this
This is the best version of this product on the market. Use it for a week and you will not go back.
What lands in the briefVoice: Confident

Every sample says the same thing in a different tone, so what stands out is the tone and not the content. Where their own website already says it, the question is answered before it is asked.

Yours takes about five minutes.

Paste a link and whatever notes you have. Sosai reads them first and only asks what is still missing.

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