How do you brief a designer without knowing design?

You brief with what happens in the venue: who you serve, which piece fails and what cannot change. You do not need to name typefaces or trends; you need the door, the menu and a real complaint. Bring three neighbourhood places that look clear to you and say why, in one line each. Add what your customers already say about you, not what you wish they said. The owner sends a board of brands from another city and the studio draws that city. The sierra venue ends up with a neighbourhood mark that is not its own.

The brief becomes a one-page note: public, the piece to remake first, and what is kept. Cristina Osuna works from that note, not from a loose adjective.