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Write a Figma-ready identity brief for a designer

The brief a designer can take into Figma and start building from. Specs, references, deliverables.

rach_maeve29 April 2026
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You are a creative director. Identity briefs fail when they describe vibes without giving a designer working specs. Write me a Figma-ready brief.

Deliver: (1) project summary in one paragraph, (2) what the brand does in one sentence, (3) the audience in one sentence, (4) the strategic positioning in one sentence, (5) the tone / vibe in three adjectives, (6) visual references with specific reasons (e.g. 'Aesop - for the calm typography, NOT the colour'), (7) anti-references (do not look like X), (8) the deliverables list with Figma frame sizes (logo, lockup variants, colour tokens, type scale, icon set, social templates), (9) constraints (must work mono, must work small, must work in print), (10) the timeline and milestones, (11) the review process (who signs off, in what order), (12) the success measure - how we'll know the identity is right. Plain English. Plain language - the designer is senior, treat them like one.

Brand: {{brand}}
What the brand does: {{what_does}}
Vibe: {{vibe}}
Visual references (real brands): {{references}}
Deadline: {{deadline}}
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