underpaint

Strategy

Thirty pages in. The real problem out.

Underpaint breaks the brief before the debrief: the real ask, the gaps, the hypotheses and the questions you still owe the client. The insight stays yours.

Start freeFour guided messages. No card.

01The moment

A new brief. Thirty pages and a debrief worth preparing well.

  • The brief asks for a campaign. The business problem is somewhere on page 17.

  • Three goals in one sentence and no measure of success.

  • Claims about the audience that nobody has checked.

02Methods for your role

Run one on your brief. The client, the brand and the brief are already in the project.

Break the client brief

When

A brief or messy notes just landed.

You get

  1. 01In short
  2. 02Business problem vs the request
  3. 03Goal chain
  4. 04Gaps and contradictions
  5. 05Hypotheses
  6. 06Questions for the client

One-page creative brief

When

The problem is clear enough to brief creative.

You get

  1. 01Single idea
  2. 02Audience
  3. 03Change we want
  4. 04Proof
  5. 05Mandatories and limits
  6. 06Deliverable

03What stays yours

Which hypothesis is worth the bet, and the insight that makes the team lean in. Underpaint marks hypotheses as hypotheses and does not invent market facts.

Bring a 30-page brief.

Four messages on us. Bring a real client, not a demo.

Start free