Why Your Project Stalled (And How to Get It Back on Track)
They fall apart because nobody took the wheel.
The brief was vague.
The goal? Fuzzy.
The timeline? Unrealistic.
But the team just kept going—hoping it would all come together in the end.
It rarely does.
Great creative doesn’t come from the perfect brief. It comes from someone deciding to lead.
Even when that person wasn’t asked to.
I’ve seen this play out across startups, beverage brands, and internal creative teams.
The difference between chaos and clarity?
Someone who’s willing to pause the runaway train and say, “Let’s get this right.”
The Perfect Brief Is a Unicorn
Everyone wants the mythical “perfect brief”:
- All the answers, clearly written down
- Locked-in timelines
- Buttoned-up brand guidelines
- Budget, voice, and vibe all nailed
Nice idea. Not reality.
Waiting for the perfect brief is how good creatives become overworked order-takers.
Top-tier teams don’t wait. They build the brief themselves.
They ask the tough questions.
They push for clarity.
They take ownership—before the work even begins.
Want Better Work? Ask Better Questions.
Creative leadership doesn’t mean having every answer.
It means refusing to move forward without better ones.
Start with:
- What does success actually look like?
- What’s the real problem we’re solving—for the business and the customer?
- What’s the priority: speed, awareness, revenue, or long-term growth?
- Who has decision-making power, and when do they need to weigh in?
These aren’t design questions. They’re business questions.
And they save time, budget, and your team from death-by-revision.
Build Your Own Brief (Even When One Already Exists)
At Gallant Design Co., I use what I call a Living Brief.
It’s not a static doc—it’s a tool.
It evolves as the project evolves, keeping everyone aligned and focused.
If the initial brief is vague? We rebuild it.
If feedback is scattered? We align it.
If things feel chaotic? We pause—just long enough to get clear.
Fast is great. But fast and wrong? That’s how things break.
Here’s the framework I follow on every project:
- Goal — What are we actually trying to achieve?
- Audience — Who are we talking to, and what do they care about?
- Constraints — Budget, timeline, channels—get them out in the open.
- Strategy — What’s the big idea that makes this work?
- Decision-Makers — Who signs off, and when?
Why This Matters (For Clients and Creatives)
If you're a client:
Working with someone who leads the brief means fewer rounds, stronger strategy, and work that delivers.
If you're a creative:
Owning the brief puts you in the driver’s seat. You stop being the one who “makes it pretty” and become a trusted strategic partner.
If you want to lead creative, then lead it. Don’t wait for permission.
Final Thoughts
Nobody’s going to hand you a perfectly framed project.
You’ve got to shape it. Own it. Lead it.
That’s how I approach every brand, packaging, and strategy engagement I take on.
Not as a vendor—but as a partner who brings clarity before creative.
If your last project stalled out, it probably wasn’t the work.
It was the lack of alignment.
If you’re tired of shipping bad work, let’s fix it with a better brief!
Let's Do This Thing!
If you think we'd be a great fit, I'd love to hear from you.