WORKED EXAMPLE — BRAND & DESIGN BRIEF
Fictional teaching example by BestSift. Alder Ledger is an invented business for this scenario, not a client. This is not a seller quote, market-price estimate, purchase record, or contract. All scope and timing require agreement.

1. BUSINESS AND AUDIENCE
Name: Alder Ledger. No tagline in the logo.
Business: A bookkeeping service helping independent local businesses organize their monthly records.
Audience: Owners who want clear, approachable communication rather than a corporate financial-services look.
Uses: Website header at 160 px wide, invoice header at 35 mm wide, and a square profile image.
Approver: The business owner; one person collects and submits all feedback.

2. OUTCOME AND SCOPE
Goal: Create a legible identity that feels calm, organized, and approachable.
Commission: Two initial visual directions, then development of one selected direction into one final logo.
Deliverables: Horizontal name-and-symbol layout, stacked layout, and symbol-only version; each in color, black, and white.
Files: SVG and PDF vector exports; transparent PNGs at 1600 px wide for the two full-name layouts and 800 x 800 px for the symbol; editable Illustrator source with linked assets accounted for; one-page usage sheet.
Excluded: Naming, business strategy, social post templates, stationery layouts, animation, and trademark clearance.
Illustrative spending cap: USD 600 for the complete project, including any checkout charges and required licenses. Confirm what scope fits before ordering; this is not a typical Fiverr price.
Proposed schedule: Concepts within five business days after inputs are accepted; final files within five business days after direction approval. Confirm calendar delivery dates in the offer and allow two business days for each buyer review.

3. CREATIVE DIRECTION
Attributes: Clear, steady, welcoming.
Inputs: Exact spelling above, a plain-language business description, and samples of the intended header and invoice dimensions.
Reference direction: Generous spacing for legibility; restrained color for a calm tone. These are attributes to interpret, not instructions to copy a brand.
Avoid: Calculator icons, currency symbols, fine decorative lines, and lettering that disappears at invoice size.
Colors: Explore a dark green with a warm neutral; make the final design work in one color too.

4. FORMATS AND USAGE
Intended use: Owned website, invoices, organic business profiles, and printed flyers.
Fonts: Identify font names and licensing sources. Do not send font software unless redistribution is permitted. Explain any separate license the business needs to edit the source.
Assets: No stock logo symbols or generated assets in this proposed brief. Confirm the designer can meet that requirement.
Rights: State permitted business uses, any third-party restrictions, and any separate costs in the offer. The brief does not itself transfer rights.

5. PROCESS AND ACCEPTANCE
Feedback: Two proposed consolidated revision rounds on the selected direction; agree what a round includes. A new business name or a third creative direction requires a revised scope.
Review: Check spelling; view the full-name logo at 160 px and 35 mm; inspect black and white versions on appropriate backgrounds.
Handover: Open every promised format, confirm the source is editable in the agreed application, and receive a file inventory with usage and license notes.
Acceptance evidence: A checked inventory and a list of any mismatches tied to the agreed brief; mockups alone are not acceptance.
Question before ordering: Can you include all listed variants and files, and identify any exclusions or extra costs in the written offer?