Begin with the feeling
Describe the occasion and what you want the recipient to feel: welcomed, recognised, thanked or connected. This makes the concept easier to evaluate than a product list alone.
Describe the people
Share recipient groups, relevant preferences, working context and anything to avoid. Use information people have supplied, rather than scraping social profiles or making assumptions.
Set the practical boundaries
Provide approximate quantities, budget basis, required date, delivery locations and your approval process. Identify any non-negotiable branding or compliance requirements.
Request a considered shortlist
Ask for approximately three concepts with an explanation of why each fits. Review the mix, message, presentation and optional experience elements together.
Confirm the details in writing
Before production, agree specifications, artwork, sample requirements, pricing, taxes, logistics and cancellation terms. Keep one approved version of the brief.