How to write a photography brief
If you are ever in the position to require the services of a photographer to capture images for your business there are many considerations, but one key step that often gets overlooked is producing a detailed photography brief.
A solid brief is your secret weapon! It makes sure you get the right images, keeps things running smoothly, and helps build a great working relationship. Too often, briefing gets rushed in the excitement of the project—but taking a little extra time here can make all the difference.
Why a Good Brief Matters
A vague or unclear brief can lead to confusion, delays, or images that don’t fit your vision. A well-thought-out brief keeps everything on track and ensures you and your photographer are on the same page.
But what is a ‘good’ photography brief and how do you write one?
While every project will require different considerations there is some basic information and structure which can be applied when creating your brief which will provide a solid foundation on which to build your shoot.
So read on and I’ll outline how to structure your brief to help ensure the success of your project.
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About Us
Start with the basics: your name, contact details, and a quick intro to your business. Even if you’re well-known, this helps the photographer understand your brand and values.
Photographic project aims and goals
This is where you outline the fundamental aspects of the project.
What’s the purpose of these images? Are they for social media, a marketing campaign, your website, or something else? A clear goal helps your photographer shape the shoot accordingly.
Dark and moody or light and airy - A good example of how the same content can be given different looks
Creative Direction
This part of the brief might excite you if you love getting creative, or it might feel overwhelming if you struggle to put visual ideas into words. Either way, it's essential to get this right to avoid any misalignment between your vision and the final images.
Think about the overall style you want—do you prefer bright and airy shots, or something moody and dramatic? Should the images match your branding or previous visuals? Providing as much detail as possible here will help ensure a successful shoot, but don’t worry if you’re struggling, the following section can also help explain your vision.
Mood boards or any visual references you have can be extremely helpful in guiding your photographer
Reference images/mood boards
This is the place for all those visual cues to guide the look of your images. If you have any visual inspiration—mood boards, previous images, social media links—share them! Highlight what you love, whether it’s the lighting, colour, or overall feel etc.
Audience/Target demographic
Most likely the images you are commissioning are meant to grab someone’s attention, but who is that someone? Who are these images for? Understanding your audience helps the photographer tailor the style to best connect with them.
Making sure you detail aspect ratios or any other required specifications is crucial to ensure the images meet your needs
Deliverables/Image specification
It’s now time to think about the nitty gritty aspects. How many images do you need? Should they be portrait, landscape, or a mix? Any specific resolutions or file formats required? Clear specs help ensure you get exactly what you need.
Usage
Where will these images be used—social media, print, billboards? Will they be used nationally or internationally? Some photographers have specific licensing terms, so be upfront about your needs.
Timescale/Deadline
This one is pretty self explanatory, but still surprising how often it’s not specified in the brief. List important dates: the shoot day, when you need proofs, and final image delivery. If any participants have scheduling constraints, include those as well. If there are key deadlines, let your photographer know in advance!
Assistants, lighting, post production work. These are all affected by available budget.
Project Budget
Including a budget in your brief can be a sensitive topic, and many clients prefer to omit it, thinking, If I disclose my budget, won’t the photographer just charge that amount? While this concern is understandable, consider the benefits of sharing at least a rough figure.
Think of it like hiring an architect to design a house—you can request a four-bedroom home, but without a budget, the design could range from modest to ultra-luxurious. Similarly, a photographer needs to know what resources are available. Will there be a budget for an assistant? Can they scout locations in advance? How much post-production work can they include?
Photography involves many creative choices that impact efficiency and quality. While keeping your budget private is an option, being too secretive may limit your photographer’s ability to deliver the best possible results within your means.
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Shoot Location
Now that you've covered all the key details, it's important to specify where the shoot will take place. Will it be at your office, an outdoor location, or the photographer’s studio? If possible, include relevant logistical details such as ease of access, parking availability, and any necessary facilities. These small details can help the photographer prepare accordingly and ensure a smooth session.
Models, stylists, wardrobe etc. There are often many considerations beyond just the images
Allocation of tasks
Not every shoot requires extra coordination, but if tasks such as location scouting, booking models or wardrobe, obtaining permits, or securing waivers are needed, clarify who will be responsible for them. Clearly outlining responsibilities ensures that everyone knows their role and helps avoid last-minute confusion.
Creative feedback
Lastly is there anything with regards the brief you’re not sure of? Your photographer is a great creative resource! Keep communication open, and don’t be afraid to ask for input.
So, there we have it. Taking the time to craft a solid brief will set your project up for success—and make the whole process smoother for everyone involved. While writing a detailed brief takes effort, it sets the foundation for a successful shoot and a productive relationship with your photographer.
Want a free photography brief template? I’ve created one for you utilising the above structure. To download just sign up for my free newsletter here. Don't worry if you're already subscribed, it won't duplicate your subscription, but it will give you access to the download.