Start with the change, not the deliverable. Our project brief builder.

We built the project brief building tool because we wanted to change how that first conversation begins. Instead of asking ‘what do you want us to make?’, the tool asks ‘what change are you trying to create?’ and guides you through a structured set of questions that help you articulate the outcome, the audience, the context, and the constraints, before anyone starts talking about deliverables.

It is free, takes about ten minutes, and produces a brief you can bring to a conversation with us or any other agency. No registration, no email gate.

The tool is built around six outcome ‘doors’. You choose the one that best describes what success looks like for your organisation, and the tool takes you through a tailored set of questions designed to surface the strategic context behind the work.

Raise money. You need to generate income, through fundraising campaigns, appeals, events, or supporter engagement. The questions explore your fundraising landscape, audiences, channels, and whether the message itself needs developing or just delivering.

Grow awareness. You need more people to know who you are, what you do, or why it matters. The questions distinguish between recognition, understanding, and repositioning, because each requires fundamentally different work.

Deepen engagement. You need to strengthen relationships with people who already know you, supporters, members, staff, patients, service users. The questions explore what you’re currently producing, what’s working, and whether you have the capacity to sustain the relationship over time.

Drive action. You need people to do something specific, sign up, attend, volunteer, refer, change a behaviour. The questions focus on what’s currently stopping them and where the action needs to happen, because the barriers determine the creative strategy.

Build trust. You need to rebuild confidence, reposition after change, or establish credibility with a new audience. The questions explore perception gaps, evidence, and sensitivities, because trust work is the most strategically complex territory and needs to be handled with care.

Build capacity. You need to strengthen your creative output without growing your team. The questions explore what you’re currently producing, what’s falling through the cracks, and what ‘good’ would look like, surfacing whether the right model is a project, a retainer, or something in between.

Once you’ve worked through your chosen pathway and answered a set of universal questions about your organisation, audience, budget and timeline, the tool generates a structured brief that reflects your thinking back to you. It also includes a short, contextual recommendation based on your answers, a first steer on what kind of work might be right, drawn from the combination of your stated outcome, your current situation, and the deliverables you’ve indicated interest in.

That brief comes to us, and it becomes the starting point for our first conversation. The result is a more productive meeting, a more accurate scope, and a project that starts from the right place.

The most important thing about this tool is what it doesn’t require. You don’t need to know what you want. You don’t need to arrive with a fixed idea of the deliverable, the channel, or the creative approach. You just need to know what you’re trying to achieve, and even if that’s fuzzy, the tool will help you sharpen it.

The best briefs we receive are not the most detailed. They are the ones that are honest about what the organisation is trying to change, clear about who needs to be reached, and open about what they don’t yet know. This tool is designed to help you write that kind of brief.