After 15+ years of motion graphics production and working with hundreds of clients, we've cracked the code on how to brief your motion graphics project. The projects that succeed, the ones that get delivered on time, on budget, and exceed expectations: all follow the same pattern.
They nail the brief from day one.
Here's our step-by-step system for briefing motion graphics projects that actually work. Follow this, and you'll skip the revision hell that destroys 90% of video projects.
What You Need Before You Start
Don't jump into briefing without these essentials:
Project assets ready:
- Brand guidelines and logos
- Color palettes and approved fonts
- Any existing video materials or footage
- Reference videos that inspire your vision
Clear project parameters:
- Defined goals and target audience demographics
- Budget range (be honest about this)
- Timeline with real deadlines
- Stakeholder approval process mapped out
Think of this as your ammunition. Without it, you're firing blanks.
Useful Resource:
What is Motion Graphics? A Complete Guide for Business Owners
The 7-Step Briefing Process That Actually Works
Step 1: Define Your Project Goals and Audience
What this looks like: Tell your designer exactly what success means and who's watching.
Instead of saying "make it engaging," try: "We need millennial homeowners to click through to our mortgage calculator within 30 seconds of watching."
Success check: Your designer can explain your goals back to you in their own words. If they can't, keep clarifying.
Step 2: Nail Down Your Visual Style
Here's where most people mess up: They say "make it modern" and wonder why they get something that looks like everyone else's content.
Do this instead: Show them 3-5 reference videos that capture your vision. Point out specific elements: color treatments, typography styles, animation pacing.
Pro tip: Include 2-3 examples of what you absolutely don't want. It's often easier to explain the wrong direction than the right one.
Need inspiration? Explore our guide to 10 Essential Motion Graphics Styles for Any Project to see what fits your vision best.
Step 3: Get Technical About Deliverables
Your designer isn't a mind reader. Spell out:
- Video resolution (1080p, 4K, etc.) or simply specified as horizontal or vertical format
- Frame rates for different platforms
- File formats needed
- Aspect ratios for each distribution channel
Why this matters: Nothing kills momentum like discovering your vertical video needs to work horizontally too—after it's already animated. Planning these specifications in advance is significantly more cost-effective than modifying completed videos. For a deeper look at adapting visuals for multiple formats, check out How to Repurpose Motion Graphics Across Platforms.
Step 4: Map Out Your Timeline
Real talk: Most timelines are fantasies. Build in buffer time.
A solid timeline includes:
- Concept presentation date
- First draft delivery
- Revision rounds (limit these)
- Final delivery with file handoff
Golden rule: If you need it for a specific launch date, work backward and add 20% extra time. Thank me later.
Step 5: Set Your Budget and Boundaries
The uncomfortable truth: Vague budgets create expensive surprises.
Be crystal clear about:
- What's included in your base price
- How many revision rounds you get
- What triggers additional costs
- Payment schedule and terms
Smart move: Ask what's not included upfront. Better to know now than get hit with extras later.
For a deeper breakdown of how these factors affect Motion Graphics Cost, check out our full guide.
Step 6: Hand Over Your Brand Assets
Create a shared folder with everything your designer needs:
- High-res logos in multiple formats
- Brand style guide
- Approved color codes (not just "blue")
- Font files if using custom typography
- Any existing video assets or footage
Rookie mistake: Sending low-res JPEGs and wondering why your logo looks pixelated in motion.
Step 7: Define Your Approval Process
This step saves relationships: Who gives feedback? Who makes final decisions? How many people need to sign off?
Designate one point person for feedback. Multiple voices = creative chaos.
Also define approximately how much time you'll need to provide feedback so the designer can plan the production schedule correctly and avoid missing deadlines.
Real Example: How This Looks in Action
Let me show you how this works with a real example. (Keep in mind, a full brief is typically a 2-3 page document—this is just the key highlights.)
The brief: 30-second product launch video for Instagram, targeting millennial professionals, modern minimalist aesthetic.
What gets included:
- Brand colors: #2D3748, #4A5568, #EDF2F7
- Three reference videos showing desired pacing and style
- Technical specs: 1080x1080 square format, 30fps, MP4 delivery
- Timeline: concept in 3 days, first draft in 7 days, final in 14 days
- Budget covers 2 revision rounds
The result: Designer delivers a concept that nails the brief, minimal revisions needed, project wraps on time and on budget.
Red Flags That Kill Projects
Avoid these brief-breakers:
Vague creative direction → Show specific examples instead of using abstract terms
Missing technical specs → List every format and resolution you need
Committee feedback → Pick one decision-maker and stick with them
Asset chaos → Organize files before sharing, not during production
Remember: Every unclear instruction becomes a costly revision later.
The Bottom Line
A comprehensive motion graphics brief isn't just paperwork—it's your insurance policy against project disasters.
Cover your objectives, specifications, timeline, and assets upfront. Your designer gets clarity, you get results that match your vision, and everyone stays friends.
Ready to brief your next motion graphics project? Don't wing it. Use this framework, and watch your projects run smoother than you thought possible.
Still feeling overwhelmed by the briefing process? Let us help you create a motion graphics brief that works. Your project deserves better than crossed fingers and hope.
