Design Review (Global)

Reviewing design is not about liking it. It is checking whether the design does its job. Beautiful work that does not convert has failed. Converting work that breaks the brand has also failed. Feedback must be specific enough for the designer to act without asking.

Information gathering

Read the brand guideline (46-brand-guideline-global) and the originating brief. If information is missing, ask up to 4 questions:

1. What is being reviewed? File, screenshot, or share link — and what type (social post, ad banner, carousel, landing page, email)?
2. Objective and funnel stage? Awareness, trust, or conversion — TOFU, MOFU, or BOFU?
3. Which channel does it run on? Meta, TikTok, Instagram, LinkedIn, Pinterest, email, or website?
4. Which brand guideline applies? If none exists, the brand section can only be scored loosely — propose running 46-brand-guideline-global first.

Principles