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Think – Create – Deliver

Maxys Creative Synergy – a personalised process of harmonising your ideas into a compelling creative narrative, orchestrating a seamless journey from creative vision to tangible reality.

MAXYS Design Brief V5.2

Maxys Creative Synergy – a personalised process of harmonizing your ideas into a compelling creative narrative, orchestrating a seamless journey from creative vision to tangible reality.


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“Welcome! We’re thrilled to embark on this creative journey with you. Our objective is to collaboratively shape your vision into a tangible reality. This process, though it may seem daunting, is a beautiful dance between your ideas and our expertise. We’re here to guide you every step of the way, transforming your thoughts into a compelling narrative that resonates with your audience.

We understand that creativity can’t be rushed—it needs the right environment to flourish. So, take a moment to find a comfortable, quiet space where your thoughts can flow freely. 

Consider playing some soft background music; studies show it can enhance focus and stimulate creativity. “Ambient music for creativity”: Ambient music track that are designed to stimulate creativity.

This form is designed to capture the essence of your vision. It’s a series of questions that will help us understand your goals, your audience, and your unique perspective. Don’t worry about getting everything perfect on the first try; this is a starting point, and we’ll refine the details together later.

The process might take around 30 minutes, but remember, this is an investment in your vision. The more detailed and thoughtful your responses, the better we can align our efforts with your expectations. So, take a deep breath, let your creativity shine, and let’s get started on this exciting journey together!”

It’s important to note that some people often find it easier to express their thoughts and feelings through stories. Feel free to share personal anecdotes or experiences related to the project in your answers.

REMEMBER this is a conversation, not a test:  There are no wrong answers and that it’s okay if you don’t have all the answers right away. The goal is to start a conversation and explore ideas together.

See you on the other side

Scott “Maxy” Maxworthy



Your First_name and Last_name please.  You can add a title if you also prefer 🙂 

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We have this field in here for when we are producing multiple projects for the one client.

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Give the project a cool title name (or bland if you prefer).  There’s no right or wrong answers.

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Section 2 of 6

Understanding the Client’s Vision:

This section aims to grasp the your design vision, helping you articulate your ideas, even if abstract or not fully formed.



Tell us about your dream design: What does it look like? Feel like? Do?
Picture Perfect: Close your eyes and imagine stepping into your dream space. What do you see? What colors, shapes, and elements surround you? Take a moment to visualize your ideal design.
Imagine stepping into a serene creative space, a sanctuary for thoughts and ideas. The room is bathed in the soft glow of the morning sun, filtering through a large, arch-shaped window. The walls are adorned with inspiring quotes and sketches, each telling a unique story. A large, rustic wooden desk sits in the center, scattered with notebooks, pens, and a vintage typewriter. A comfortable, plush armchair invites you to sit and let your thoughts flow freely. The room is filled with the soft, ambient music, stimulating creativity and focus. This is your dream space, a haven for your imagination. Go!

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If you could use three words to describe the look and feel of your desired design, what would they be? This question helps you succinctly express the desired aesthetic and mood of the design.




What are some themes or concepts that resonate with you or your brand that you’d like to see incorporated in this design? This allows you to share relevant themes or ideas they want to see reflected in the design.
Todo:  Link to Maxys Blog Brand Value & Brand Essence Article/ images

Provide example themes: Offer a list of common themes or concepts that clients often consider for design projects. This can include options like “nature-inspired,” “vintage,” “futuristic,” “minimalistic,” “luxurious,” “playful,” “sustainable,” “innovative,” “whimsical,” and so on. Clients can choose one or more themes from the list or use them as inspiration to generate their own ideas.

Ask about the client’s brand values: If the design is for a brand, ask clients to identify the core values that their brand represents. This could be qualities like “trustworthy,” “adventurous,” “sophisticated,” “eco-conscious,” or “community-oriented.” This approach helps align the design with the brand’s identity and messaging.

Incorporate relevant industry themes: If applicable, consider industry-specific themes or concepts that might be relevant to the client’s project. For example, if the client operates in the healthcare industry, you could suggest themes like “compassion,” “wellness,” or “empathy.” This prompts clients to think about how their design can reflect their industry’s unique characteristics.

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Are there any particular feelings or emotions you want your design to evoke in those who see it? This helps us understand the emotional response you hope to elicit through the design.
Encourage users to write a short narrative or description of how they envision someone experiencing their design. Ask them to describe the emotions that the design would evoke and the impact it would have on the viewer – think emojis 😀😁😂🥰😥😮joy, excitement, calmness, trust, curiosity, or inspiration. Write the emotions that resonate with your desired design outcome.

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If your design could tell a story, what would it be?   This question pushes you to think of the design as a narrative, further clarifying its purpose and message. If the concept of storytelling feels overwhelming, break down the question into smaller parts. For example, you could ask about the main character or central theme of the design, or the pivotal moments that the design would represent. Further reading: Donald Miller, StoryBrand

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Section 3 of 6

Contextual Understanding:

This section aims to understand the context in which the design will exist, such as its purpose, audience, and usage.



What is the primary purpose or goal of this design? This question clarifies the design’s intended function or outcome. Consider the purpose of their design. For example:

  • What problem or need does your design aim to solve or fulfill?
  • How do you envision your design making a positive impact on your audience or users?
  • Are there specific actions or behaviors you want to encourage through your design?

Examples of design goals: Provide a list of common design goals or objectives to give users a starting point. For instance:

  • Increasing brand awareness and recognition
  • Enhancing user experience and usability
  • Driving conversions or sales
  • Communicating a specific message or story
  • Establishing credibility or trust
  • Educating or informing users
  • Encouraging social engagement or sharing
  • Inspiring creativity or emotional connection
  • Solving a particular problem or addressing a user pain point

A dynamic city billboard displaying a vibrant and eye-catching logo. The logo stands out against the urban backdrop, immediately drawing the eye and leaving a lasting impression

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Who are the primary audience or users of this design? This helps us understand who the design is for, informing its style and functionality.
Examples of target audiences: Common target audience groups relevant to your industry or project. For instance, if you are in the fashion industry, you can suggest options like “Young adults interested in streetwear” or “Working professionals seeking formal attire.” This can spark ideas and make it easier for you to identify the primary audience.

Demographic prompts: Ask specific questions about the target audience’s demographics, such as age range, gender, location, occupation, or interests. This helps you define the audience more precisely and informs the design’s style and functionality accordingly.

Visual references: Include a section where the user can provide visual references or examples of individuals who represent the target audience. You can link to images, mood boards, or profiles of people who align with the intended audience. This provides a visual reference point for the design team.

Scenarios and use cases: Present hypothetical scenarios or use cases where the design will be used. For example, “Imagine a customer interacting with your website, app or book. What are they looking for, and how can the design fulfill their needs?” This helps you visualize the practical application of the design and consider the user experience.

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How and where will this design be used or displayed? This gives insight into the practicalities of the design’s usage and environment.

  • What are the physical dimensions or size requirements for the design?
  • Will it be used digitally (websites, apps) or in print (posters, brochures)?
  • Will it be displayed indoors or outdoors?
  • Are there any existing design elements or branding guidelines that need to be considered?

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What key messages do you want to communicate through this design? This uncovers the underlying messages you wants to convey.
Imagine someone encountering your design at a trade show. What key messages would you want them to take away?

Think of a story or narrative that the design could convey. This approach can help you articulate the underlying messages in a more creative and engaging way. For instance, “Imagine your design is telling a story. What would that story be, and what messages would it communicate?” 

What impact or impression do you want your design to have on the audience. For instance, “What do you want people to think or feel when they see your design?” This allows users to consider the emotional or cognitive responses you wish to evoke.

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How does this design fit into the larger context of your brand or project? This question helps us understand how the design aligns with your broader goals or identity.
Understanding how the design aligns with the broader goals and identity of your brand or project is crucial for creating a cohesive and consistent visual communication strategy. Your design should be a reflection of your brand’s personality, values, and desired perception in the market. By considering this alignment, you can ensure that all your visual touchpoints, such as your website, packaging, social media presence, and advertisements, work together harmoniously to deliver a unified brand experience.

When answering this question, think beyond the visual aspects of the design alone. Consider how it integrates with other elements of your brand or project. Does it resonate with your target audience and communicate your brand’s unique story effectively? Will it reinforce or enhance the desired perception you want to create? Imagine how the design will complement and contribute to the overall narrative and positioning of your brand in the market.

Remember to keep a holistic perspective as you evaluate how the design aligns with your brand or project. This will ensure that your visual communication remains consistent and compelling across different touchpoints, leaving a lasting impact on your audience.

Feel free to share any additional thoughts, ideas, or explanations about how the design fits into the larger context. Your insights will help us create a design that aligns seamlessly with your brand’s goals, identity, and overall communication strategy.”

By providing this context, you guide the user to consider the broader implications of the design and emphasize the importance of consistency and cohesiveness in your visual communication.

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Section 4 of 6

Practicalities and Constraints:

This section seeks to understand any practical aspects or constraints of the project, such as budget, timeline, materials, and regulations.



What is your budget for this design project? This question directly addresses financial constraints.

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What is the timeline or deadline for the completion of this design? This helps us understand the time constraints for the project.



Are there any specific materials, techniques, or technologies you would like us to use or avoid in this design? This uncovers any specific preferences or restrictions you may have.
Below is a direct link to the reference guide, as a helpful tool to understand different options and make informed choices. We encourage you to explore the reference guide before answering the question. It’s not necessary to have prior knowledge of all the options and that the guide is there to provide inspiration and facilitate decision-making. This approach not only makes it easier to express your preferences but also educates you about the possibilities you might not have been aware of, thereby encouraging creativity and expanding your design vocabulary.


“A rich tapestry of materials and techniques, each thread a unique preference or restriction, woven together to form a design that speaks volumes. A reference guide lies open, its pages filled with inspiration and possibilities, expanding the design vocabulary and encouraging creativity. –ar 16:9 –v 5.1 –style raw –q 2”

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Do you have any regulatory constraints or guidelines we need to adhere to in the design? This question is critical for understanding any legal or compliance issues that may impact the design.

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Are there any specific deliverables you expect at the end of this project? This question clarifies your expectations regarding the final outputs of the project.

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Section 5 of 6

References and Inspirations:

This section encourages you to share any inspirations or references that can guide the design process. Great reference Creative artist reference


Are there any specific designs, artists, or styles that inspire you or that you’d like this design to emulate? This question invites the client to share specific design influences.


A whimsical and enchanting scene of a child’s bedroom at night, transformed by the power of imagination into a fantastical landscape. The bed becomes a ship sailing on a sea of rippling blankets, plush toys turn into strange and wonderful creatures, and the ceiling is a canvas for a galaxy of glowing stars. The image should evoke a sense of wonder, magic, and the boundless creativity of a child’s imagination. –ar 16:9 –v 5.1 –style raw –s 250

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Can you provide examples of designs you like and explain what you appreciate about them? This helps us understand your aesthetic preferences.

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Conversely, can you provide examples of designs you dislike and explain what elements you find unappealing? This informs us of design elements to avoid.

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Are there any color palettes, typography, or imagery that you’re particularly drawn to? This question seeks to understand your specific visual preferences. Color palettes, typography, and imagery are essential elements in design, working together to create visual harmony and convey messages effectively.

The choice of colour palette sets the overall mood and atmosphere, evoking specific emotions or associations.

Typography plays a crucial role in communication, with different fonts expressing different personalities and enhancing readability.

Imagery, whether illustrations or photographs, adds visual interest and reinforces the intended message.

When these elements are thoughtfully combined, they form a cohesive visual language that helps define the design’s identity, captures attention, and engages the audience

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How do you want your design to differentiate from those of your competitors or peers? This encourages the client to think about their unique selling proposition and how it can be reflected in the design.
When considering how to differentiate your design, you can benefit from examples of successful brand differentiations through design. You should reflect on your brand values, mission, and target audience, thinking about what makes you unique and why customers should choose you. It’s important to explore innovative and unconventional ideas that challenge industry norms. You should align the design with your unique selling proposition (USP) and consider how it can visually reinforce your USP. Use this space for explanations to share additional context and insights, ensuring that the design brief captures your desire to stand out while remaining authentic to your brand identity.
Case Studies

  1. Apple: Apple’s design philosophy has always emphasized sleekness, simplicity, and user-friendliness. By differentiating themselves from competitors who focused on technical specifications, Apple created a distinct visual language with clean lines, minimalist interfaces, and intuitive user experiences. This design approach aligned with their unique selling proposition of delivering user-centric, beautifully designed technology products.
  2. Coca-Cola: Coca-Cola’s design has been a key factor in differentiating the brand from its competitors. The iconic Coca-Cola logo, with its distinctive red color and unique typography, has become instantly recognizable worldwide. Through consistent branding and visual storytelling, Coca-Cola has created an emotional connection with consumers, standing out in a crowded market and reinforcing its USP of creating moments of happiness and refreshment.
  3. Airbnb: Airbnb disrupted the hospitality industry by offering a unique platform for individuals to rent out their properties. Through design, Airbnb differentiated itself from traditional hotel experiences. Their design approach focused on creating a sense of belonging and personalization. The use of vibrant and inviting visuals, combined with user-friendly interfaces and intuitive search functionalities, helped Airbnb stand out as a community-driven platform, offering authentic and personalized travel experiences.

An image capturing the sleek design of a futuristic cityscape at night, mirroring Apple’s design philosophy. The city is a symphony of clean lines, minimalist structures, and user-friendly spaces. The city lights glow with a soft, welcoming light, creating an atmosphere of sophistication and innovation. This image captures the essence of a city that puts user experience at the forefront, much like Apple’s approach to technology.” –ar 16:9 –v 5.1 –style raw –q 2  

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Section 6 of 6

Interdisciplinary Insights:

This section aims to draw insights from other fields that may be relevant to the client or the project.


Are there any elements from other disciplines (e.g., music, film, literature) that you find inspiring or would like to incorporate into the design? This question helps uncover broader sources of inspiration that can influence the design.

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How does your work in other fields influence your design preferences or vision? This question probes into how your experiences in other areas may shape your design sensibilities.

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Can you share examples (URL) from other fields that reflect the aesthetics or themes you’re drawn to? This question provides another way to understand your aesthetic tastes and interests.

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How can aspects of your personal background or identity be integrated into the design? This question helps the you think about how personal elements can be reflected in the design.

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Are there any cultural, historical, or societal influences that you want to be reflected in the design? This question invites you to consider the broader influences they want their design to represent.

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