How to brief a freelance artworker (and get it right first time)

A vague brief is the single biggest cause of artworking amends. Not bad design, not difficult files — just gaps in the brief that get filled with guesses, and then unwound a week later when someone notices.

Here's what a freelance artworker actually needs from you to deliver press-ready files first time.

1. The deliverable, in plain words

Not "the campaign artwork" — the actual list:

• What is being produced (six-sheet, FSDU, 500ml carton, etc.)
• How many sizes, SKUs, language versions
• What format the final file needs to be (PDF/X-1a, PDF/X-4, packaged InDesign)

If you can attach the printer's spec sheet, do. It saves an email.

2. The printer or media owner

Name them. Different printers have different limits — total ink coverage, bleed, overprint behaviour, preferred PDF standard. The artworker needs to build to that printer's profile, not a generic one.

If you don't know the printer yet, say so. A good artworker will build to a safe common standard and flag the assumption.

3. The supplied assets

Send the working files, not the rendered PDFs. Specifically:

• Logos as vector (.ai, .eps, or vector .svg)
• Images at final print size, 300dpi minimum
• Brand fonts (or names + licensing route)
• A copy deck — text in a Word doc or Google doc, not pasted into Slack

The faster question to ask yourself: if my designer left tomorrow, could someone else find these files?

4. The copy — signed off

Copy changes after artwork is built are where budgets disappear. Lock the copy before the artworker opens the file. If legal or regulatory sign-off is still pending, say which lines are still in flux so they get isolated on their own layer.

5. Brand guidelines

Send the live version, not a 2021 PDF someone forwarded you. Specifically the artworker needs:

• Colour values (spot codes, CMYK builds, RGB)
• Minimum logo sizes and clear space
• Approved typography (with weights and tracking)
• Any do-nots — angles, recolouring, drop shadows, etc.

6. The deadline — and why

"End of next week" tells the artworker very little. "Press date Friday 14th, printer wants files by Wednesday 12th 5pm" tells them everything.

If there's a launch tied to the print date, mention it. Artworkers prioritise based on real consequences, not soft deadlines.

7. The amends route

Who signs off? One person, ideally. The most expensive jobs are the ones where three stakeholders email different amends to the artworker over two days, and nobody agrees on the final version.

Pick one approver. Everyone else feeds through them.

A minimal brief template

If you want to copy-paste:

Deliverable: [what + sizes + quantities]
Printer / media owner: [name + spec sheet link]
Final file format: [e.g. PDF/X-1a, 3mm bleed]
Assets: [link to folder with working files, fonts, copy deck]
Brand guidelines: [link]
Copy status: [signed off / pending lines]
Deadline: [date + reason]
Approver: [one name + email]
Notes: [anything unusual]

Ten lines. Saves three days.

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