THE JENNA’S DAILY FIELD GUIDE
A creative handoff someone can act on.
Use a clear message, explicit deliverables, and a short acceptance checklist to reduce avoidable revisions.
A handoff fails when the person making the asset has to invent requirements. The goal of a brief is to record decisions that affect the work, while leaving room for design judgment. Start with what the audience needs to understand or do.
1. Separate the outcome from the output.
“Make three banners” describes output. “Help existing customers discover the new collection” describes the outcome. Include both: one explains the creative direction, and the other defines what must be delivered.
2. Choose one main message.
Write the point the audience should remember in a sentence. Keep the call to action distinct: it describes the next step. If the brief includes several competing messages, identify the primary one and move supporting details into notes.
3. Specify the files, not just the shape.
| Format | Useful when | Confirm before handoff |
|---|---|---|
| PNG | A raster asset needs transparency or crisp flat details. | Transparency, actual dimensions, and file-weight limits. |
| JPG | A photographic raster asset does not need transparency. | Compression quality and visible artifacts. |
| SVG | A destination accepts vector artwork. | SVG support, font handling, and approved asset source. |
| A document or print workflow calls for a PDF. | Page size, bleed, fonts, and printer requirements. | |
| MP4 | The deliverable is a video. | Duration, codec, audio, captions, and file-weight limits. |
A format label is a starting point, not a complete technical specification. Use notes for requirements this builder does not model, such as animation, color profile, accessibility text, source files, or video duration.
4. Make acceptance observable.
- Copy: names, claims, spelling, prices, and the call to action have been reviewed.
- Assets: the team has permission to use imagery, logos, fonts, and other supplied materials.
- Fit: dimensions and format match the destination’s requirements.
- Readability: essential text remains understandable at the actual display size.
- Review: the approver, deadline, and expected revision process are stated.
5. Distinguish final exports from editable sources.
A PNG export is not an editable design source. If future changes matter, request the source document, required fonts or licensed alternatives, linked assets, and a short note on the tool used. Confirm what the designer is permitted and expected to share.
6. Name files so the next person can identify them.
Use a consistent pattern such as campaign_asset_widthxheight_version.ext. For example, autumn_hero_1920x1080_v02.jpg tells a collaborator more than final-final.jpg. Agree on how approved versions will be marked and where the authoritative files live.
Before sending: read the brief as someone seeing the project for the first time. If a requirement exists only in a conversation, put it in the brief or link it in your team’s handoff system.
MAKE THE NEXT HANDOFF EASIER
Keep the details in focus.
Aspect ratios are shape. Dimensions are size.
A practical guide to specifying creative sizes without leaving the designer to guess.
PRACTICAL GUIDEPNG or JPG? Choose an export you can actually use.
A practical export decision for photos, logos and campaign graphics, with a small acceptance test before you hand over the files.
PRACTICAL GUIDEDesign feedback that makes the next revision clear.
Turn vague reactions into specific revision requests with original examples, a copyable review note and a clear approval decision.
A CLEARER STARTMake your next creative brief.
Turn the plan into a practical handoff, one detail at a time.