How to Brief a Concept Art Team (And Get Better Results)

At Athena Productions, we’re always busy receiving new briefs but we know that from a client’s perspective, the process can sometimes feel daunting.

You might be an indie developer working with an outsourcing studio for the first time, an outsourcing manager at a large studio who’s collaborated with many external partners before, or simply someone looking to hire a single freelancer. Wherever you sit, knowing what to prepare - and where to start - makes all the difference.

Drawing on years of experience working with everyone from one-person indie teams to large AAA studios, here’s our guidance on how to set up a concept art project for success.

Let’s get started!

What’s Your "Why"?

Before anything begins, it’s important to be clear about why the concept art is needed in the first place.

Is it for early exploration of a new idea? A pitch deck? Internal alignment across teams?

The purpose of the artwork directly impacts the level of detail, polish, and decision-making required. When artists understand what the work is meant to achieve, they’re able to make stronger creative choices from the very start which in turn saves time and reduces unnecessary iteration.

Communication Comes First

Before production begins, we strongly recommend having a call with your chosen artist or outsourcing partner.

This is about more than working out the logistics, it’s about making sure you work well together and are a cultural fit. You want a team that’s enthusiastic about your project, understands your goals, and communicates clearly. You’ll also be collaborating closely, so it helps if you genuinely enjoy working together!

Early conversations also create the opportunity for questions. When artists ask questions about the brief, it’s a good sign: it shows engagement and helps prevent assumptions that can lead to wasted work later.

It’s equally important to agree on:

• Where feedback will be shared (Slack, Teams, email, etc.)
• Who will be giving feedback
• How often you’ll receive updates

At Athena Productions, we typically break work into clear feedback cycles. We start with rough sketches to explore ideas quickly, then refining once direction is confirmed. Early reviews help catch issues before too much time is invested and keeps projects running smoothly. Iteration time is always factored into the work, making sure the final concepts meet expectations without any last-minute surprises.

💡At Athena Productions, we always have a briefing call before work begins. It allows us to get to know our clients as people, and alignment early on the project saves time and budget later.

The Usefulness of A Written Brief

A written brief is one of the most valuable tools in any art project, whether concept art, visual development, UI/UX design or 3D assets.

Putting your requirements into writing ensures clarity, creates a shared reference point, and removes any confusion. It allows the art team to stay aligned throughout production without relying on memory alone.

While we record video briefings at Athena Productions for easy reference, a written brief remains an essential resource for both clients and artists.

Your brief doesn’t need to be overly formal, it simply needs to capture what matters to you and your project. Useful details might include:

• A short synopsis of your game or project’s storyline
• The number of images you are looking to get created
• Subject type (character, environment, prop, etc.)
• Target platforms or consoles
• Inspiration from games, films, books, or other media
• Technical requirements (image resolution, turnarounds, file type)
• Reference imagery or videos
• Any constraints, such as first-person vs third-person perspective, or technical budgets

A strong brief ensures everyone is rowing in the same direction from day one.

An example of what your brief could look like including photo references, technical requirements, etc. You can view the full project breakdown here.

Art Direction & Style

If you already have established art direction such as existing concept art, mood boards, or technical workflows, sharing this upfront is hugely beneficial.

Details like if you are having hand-painted textures, shape language, or stylistic boundaries help artists match your games intended visual identity more accurately and faster.

We also recommend including a short list of do’s and don’ts. Knowing what hasn’t worked in the past can prevent unnecessary iterations and keep the project focused on solutions rather than experimentation for its own sake.

Deliverables

One of the most common sources of misalignment in outsourcing is unclear scope.

Be specific about what you expect as the final outcome. For example:

• Three character concepts
• One fully rendered hero image
• One turnaround sheet showing front, back and material callouts

Also include expectations around resolution, orientation, level of finish, file format (JPG, PNG, EXR, etc.), and any naming conventions your project requires.

Clear expectations that are set early protect both the client and the artist and lead to better results which in turn makes a better, longer lasting relationship.

Deadlines

Every external partner is used to working with deadlines - it’s pretty much a given in our line of work but if you’re working toward a deadline, communicate it in your initial meetings.

Even if your timing is flexible, your outsourcing partner should be discussing a target hand-in date with you that allows you to plan your budget, and for them to plan their resources and prioritize what matters most.

Sometimes, you may be looking to book a partner for multiple months but there still should be communication from them how often they intend to hand-in or at the very least check-in with you.

Final Thoughts

Great concept art starts long before the pen hits the tablet screen. Clear communication, thoughtful preparation, and shared expectations allow artists to focus on what they do best: creating inspiring art that supports your project’s goals.

Whether you’re briefing your first outsourcing partner or your one-hundredth, taking the time to set things up properly pays off in quality, time, budget and long-term relationships.

If you’re ready to start a conversation or just want advice on how to approach your next concept art project - we’re always happy to help. Get in touch with our team today!