Note 003 · PROCESS

What we ask before we start anything.

Feb 24, 2026 · 3 min read

Fig. 003 · PROCESS

Most projects do not go wrong at the pixels. They go wrong at the brief, weeks earlier, when everyone nodded at a sentence that meant four different things.

The four

  • Who is this for, and what do they believe right now
  • What should be different after they see it
  • What must not change, and why
  • Who says yes, and when are they available

None of it is clever. All of it is the difference between one round of feedback and five.

SooqnaSooqna
WinzyWinzy
ShipXShipX
25h25h
Briefs that worked