The single biggest source of delays, wrong colours, and "that's not what I meant" moments in custom merch is a bad brief. Not bad intentions — bad information. Decorators can only produce what you describe, and if your description has gaps, they'll fill them in with assumptions that may not match your vision.

A good brief eliminates assumptions. Here's exactly what to include.

The essential components of a merch brief

1. The product

Be specific. "A tee" is not a brief. "An AS Colour 5001 Classic Tee in Black, in sizes S through 2XL" is a brief. Include the brand, the style name or number, the colour, and the size breakdown. If you're not sure which blank to use, say that explicitly and ask your decorator to recommend one within your budget — but give them a budget to work with.

2. The quantity and size run

Total units, broken down by size. If it's a unisex product, give one breakdown. If you're ordering both men's and women's styles, give separate size runs for each. Don't just say "about 50" — give a confirmed number, because your decorator is quoting based on it.

3. The artwork file

Attach the file, don't just describe it. The best format is a vector file (AI, EPS, or PDF). If you only have a PNG or JPEG, include it and flag that you know it may need redrawing. Include your Pantone colour references if you have them. If you don't know your Pantone references, say so — your decorator can help identify them, but they need to know you're relying on them for this.

4. Placement

Where does the decoration go, and how big? "Left chest, 8cm wide" is clear. "On the front somewhere" is not. Standard placement options include left chest (most common for logos on tees and polos), centre chest, full front, back yoke, back centre, sleeve, and hem. If you're not sure what size the logo should be, ask your decorator to show you a few options on a digital mockup. Most will do this willingly.

5. Decoration method

Screen print, embroidery, DTF, DTG — specify which method you want, or ask your decorator to recommend based on your quantity, design, and budget. If you're open to a recommendation, say so explicitly: "I'd like your recommendation on the best method for this order." That opens a conversation rather than locking in a decision you might not have enough information to make.

6. Colour references

Even if your artwork file has colours embedded, specify them in the brief. "The logo should be printed in Pantone 286 C (navy blue). The background garment is black." This removes any ambiguity about what colour the ink, thread, or transfer should be, and gives the decorator something to check against before production.

7. In-hand date

The date you need the product in your hands — not the date you'd like to start using it. Work back from your actual deadline. If the event is on the 15th, you probably need the product by the 12th at the latest to allow for any issues. Tell your decorator the 12th, not the 15th.

What to include about your brand

For ongoing orders or larger jobs, a brief is stronger if it includes some context about who you are and what the product is for. Not a life story — a sentence or two. "These are volunteer coordinator polos for a community sports club of 200 members. We order twice a year." That tells your decorator that this is a recurring relationship and that consistency matters across orders.

The approval process

A professional decorator will send you a digital proof before production begins — a visual mockup showing the placement, colours, and artwork on the garment. Your brief should specify who in your organisation is authorised to approve the proof. "Approval from me or [name]" prevents the situation where production is delayed waiting on sign-off from someone who's on leave or out of contact.

When you receive the proof, check these things in order:

• Artwork accuracy — does it match the file you submitted?
• Placement — is it where you specified?
• Size — does it look proportional to the garment?
• Colours — do they match your specified references?
• Spelling — check every word twice, especially names
• Garment style and colour — confirm it matches what you ordered

Don't approve a proof quickly. Take five minutes and check it properly. Changes after approval typically cost money and time.

A brief template you can use

Copy this structure and fill it in for your next order:

• Product: [Brand, style name/number, colour, sizes]
• Quantity: [Total units, size breakdown]
• Decoration method: [Screen print / embroidery / DTF / or "please recommend"]
• Artwork: [Attached — format and resolution]
• Pantone references: [Specify or flag that you need help]
• Placement: [Location and size]
• In-hand date: [Firm date]
• Approval contact: [Name and email]
• Any other notes: [Special requests, reorder of existing design, etc.]

A brief that covers all of those points gives your decorator everything they need to produce an accurate quote and proceed to production without coming back for more information. That's what turns a two-week order into a smooth, on-time delivery.

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