Creating a Cohesive Brand Aesthetic: Navigating Ambiguous Project Briefs

Understanding and executing design requirements can often be straightforward, but what happens when instructions are vague or lack detail? Recently, I encountered a situation that highlighted the importance of clear communication and proactive clarification in development projects.

Scenario Overview

I was tasked with a project ticket that simply read: “create the brand’s look and feel.” The brief did not include any visual references, such as Figma mockups, screenshots, or mood boards—just the brand logo. With such limited guidance, I initially interpreted this as an assignment to develop a comprehensive visual identity. I focused on establishing consistent colors, typography, and design principles, creating a theming system that could dynamically adapt across the entire application. My goal was to ensure scalability and reusability, making future updates straightforward.

Unexpected Clarification and Repercussions

After dedicating time to this approach, I presented my work, expecting feedback on alignment and refinement. Instead, I was instructed that the real need was simply to make the login screen visually appealing using the brand colors. I suggested extending the existing theming solution to cover the login interface, aiming for consistency. However, my proposal received no response initially. Within hours, I was informed via email that I was being removed from the project—an outcome that felt abrupt and unfair, especially considering there were no prior indications of dissatisfaction.

Reflection and Lessons Learned

Throughout the process, the project manager made a remark during a daily stand-up: “I’m busy because I actually work,” which seemed unnecessary and unprofessional. It underscored the lack of constructive communication and clarity around expectations.

My key questions to the community are:

• How would you approach a task when the only guidance is “create the look and feel”?
• Was my focus on developing a scalable, reusable theming system misplaced, or was it a valid approach given the ambiguity?
• How can professionals better handle situations where project requirements are unclear?

Conclusion

Clear, detailed instructions are essential for efficient and successful project outcomes. When faced with vague directives, proactive communication—seeking clarification and confirming expectations—is crucial. This experience serves as a reminder to prioritize transparency and collaboration in design and development workflows.

Thank you for taking the time to read, and I look forward to hearing your insights and best practices.