Navigating Creative Gravity, Ep. 2: When Briefs Speak Elvish

You’ve been there.

The brief says “bold but not aggressive,” “modern but with a vintage soul,” and my personal favorite - “we want it to feel effortless, but very, very intentional.”

That’s not a brief.

That’s poetry.

In Elvish.

And yes, the intentions are usually good.

But even the most thoughtful teams sometimes write briefs that read more like riddles than roadmaps.

Over the years, I’ve learned not to roll my eyes - at least not visibly.

Instead, I start decoding:

☑️ Translate adjectives into actual UI decisions

☑️ Ask about what success looks like, not just how it should feel

☑️ Look for what’s missing - research, constraints, stakeholders not in the room

It’s not about solving the puzzle alone.

It’s about getting aligned before you start drawing maps.

And sometimes, that means gently asking, “Would you like me to help update the brief with you?”

It doesn’t make you difficult.

It makes you a partner.