How to brief a motion graphic designer

A clear brief is the difference between a project that runs smoothly and one that takes three extra rounds of changes. After years of working with agencies and brands, these are the things I ask for before starting any motion project.

What the video is for

Start with the purpose. A launch film, a social ad, an explainer and an event screen all need different pacing and structure. One sentence on what the viewer should think or do afterwards is more useful than a page of adjectives.

Where it will be shown

List every placement: Instagram, LinkedIn, a website, a stage screen, broadcast. This decides the formats and aspect ratios, and whether the film must work without sound. Asking for a vertical version after the horizontal one is finished costs far more than planning both from the start.

Length

Give a target duration. Animation is priced largely by the second, so the difference between 30 and 60 seconds is significant. If you are unsure, say so and ask for a recommendation.

Script, message and languages

Share the script or the key messages, even in rough form. Say whether there is a voice-over, on-screen text or both, and whether Arabic and English versions are needed. Arabic layouts read right to left and are best designed in from the beginning.

Brand assets

Send the brand guidelines, logos in vector format, fonts and any existing illustrations or footage. Missing assets are the most common cause of delay.

References

Two or three reference videos, with a note on what you like about each, save a great deal of guesswork. It helps just as much to mention anything you want to avoid.

Deadline and approvals

Give the real deadline and say who approves the work. Projects slow down when feedback arrives from several people separately. One collected set of comments per round keeps the schedule intact.

Budget

If you have a budget, share it. A good designer will shape the approach to fit it instead of quoting for something you cannot use.

Planning a film? See my AI video production and motion graphics services, or email me about your project.