Digital
Brief
A structured brief for in-house digital and web teams. Five titles, answered in order: Overview, Objective, Audience, Deliverables, and Timeline & Risks.
How to use this template
- Work through the five titles in order. Complete each one before moving on.
- Answer the core questions in full sentences. Write what you know, and flag what is still unknown.
- The prompts to pressure-test under each title are optional. Use them to add detail where it helps.
- Fill in the space provided, or copy the questions into your own document.
Brief details
What are you hoping to achieve?
In a sentence or two. The five titles below unpack it.
What digital output is being delivered, what it supports, and the role digital plays.
Prompts to pressure-test
- Is this digital output standalone or part of a broader set of activity?
- Are there any related digital touchpoints this needs to align with?
What the digital output must deliver, what users can do, and what will be true once it is live.
Prompts to pressure-test
- How will success be recognised internally?
- Are there any brand or commercial priorities this digital work must support?
Who the digital output is for, where they meet it, and what you already know about them.
Prompts to pressure-test
- Are there multiple audiences, markets or access levels involved?
- Are there any accessibility, legal or localisation considerations to account for?
What outputs are required, where they live, and the structures they must fit.
Prompts to pressure-test
- Does this work need to connect to existing platforms, tools or data?
- Are there any elements that are explicitly out of scope?
When it goes live, what it depends on, and what could stop it landing as intended.
Prompts to pressure-test
- What is the biggest risk to this digital work landing as intended?
- If timing tightens, where is there flexibility in scope or rollout?
This template shapes the brief. It cannot score it.
A structure gets the right questions asked. It does not tell you whether the answers hold up. iQ reads the completed brief, scores its clarity, and flags what is still missing or unclear. Weak briefs are caught here, not three weeks into delivery.