Every project starts with a brief somebody half-filled in a shared doc at eleven at night. Upform turns that document into a form the client finishes in one sitting: one question per screen, carrying your studio's brand, landing in Notion or Slack before the kickoff call.
Unlimited forms and responses on the free plan. Forever.
21
Question types to build a brief from
∞
Client briefs on the free plan
20
Logic operators to qualify with
$12
Pro, per month, branding off
The set
Most agencies rebuild the same four documents for every client, badly, in whatever tool is open. Build each one once, clone it per project, and the admin end of a job stops eating a day a week.
Five or six questions on your contact page: what they want made, the budget band, when it has to be live, and how to reach them. Its job is to say no on your behalf, politely, at three in the morning, so Monday starts with two real conversations instead of eleven vague ones.
Quote request templateSent the day the contract is signed. Registered company name for the invoice, billing address, who signs off and who only comments, where the existing assets live, which logins you will need and from whom. Boring questions, asked once, instead of eight separate emails over three weeks.
Client intake templateThe long one, and the one that decides how many rounds you do. Objective, audience, deliverables and their sizes, tone, deadline, and the section clients never write unaided: what is out of scope. Style direction goes in as Picture Choice, references and the old brand guide as File Upload.
Creative brief templateSent at handoff while the work is still warm, not six weeks later when nobody remembers. A star rating, one open question about what you could have done better, and one asking who else needs this. Three screens, thirty seconds, and it is where your next brief usually comes from.
Feedback form templateBuild all four on a free account, then clone the pair you use most onto each new project. The sequencing side of this (who gets what, and when) is covered on client onboarding forms.
Conversational forms
An eighteen-question brief in a document is eighteen questions visible at once. The client scrolls, sees the wall, decides to do it properly on Thursday, and you get four lines back on Friday. One question per screen removes the wall without removing the questions.
It is the same trade that makes a multi-step form beat a long page: the person answering only ever holds one thing in their head. They also get a progress indicator, so the form makes a promise about how much is left and keeps it. Typing is fast because the whole runtime is keyboard-first, which matters when question nine is "describe the tone in your own words".
9 →
Pick up to two. Press 1–4, or tap.
A Picture Choice question with a two-pick limit. Clients who cannot describe a look can still point at one.
Design · Studio theme
Four presets ship with the builder: light, dark, minimal and bold. Save your own on top and every new brief starts branded.
Design and branding
You sell taste. A brief that arrives looking like a generic SaaS form undercuts the thing the client is paying for. Upload your logo and a background image, set the primary, background, text, button and card colors, pick a Google font, choose the corner radius and the alignment, and decide whether progress shows as a bar, dots or a percentage.
The published form opens with a short branded loading overlay (roughly a second), so your font, logo and background are in place before the first question paints, instead of the client watching an unstyled form assemble itself. Save the whole set as a private theme and reuse it across every client, or make one theme per client and switch.
3 →
A range is fine. It decides what we can propose.
Logic · 2 rules on this form
Rule Summary
If “Approved budget” is any of $25k–50k, Over $50k and “Live date” is before 31 Mar 2027 then show “Who signs this off?” and jump to “Book a call”
Rule Summary
If “Approved budget” is Under $5,000 then hide the scope questions and jump to “Thanks, here is our rate card”
Conditional logic
The budget question is the one nobody wants to ask and everybody needs answered. Asked as a Single Choice with four bands, it takes one keystroke, reads as standard practice rather than an interrogation, and gives you a value you can branch on.
Logic in Upform is a flat list of rules. Each rule is an AND/OR stack of conditions built from 20 operators, including is any of, is between, is before and is not answered, and each one can show a question, hide it, jump to another step or end the form. A $40,000 rebrand and a $2,000 logo tidy-up take two different paths through the same five screens, and neither client sees a question that does not apply to them.
What it will not do is score. There is no points engine and no grade at the end, so nobody has to maintain a weighting spreadsheet that stopped being accurate in March. Rules route; you still decide.
Integrations
A brief sitting in a form tool is a brief nobody reads. Send it to the place your project actually lives. Every destination below is shipped, free on both plans, and connected with your own account over OAuth.
NotionA database row per project, field by field
SlackOne message in the channel running the work
Google SheetsAppends each brief as a new row
monday.comOpens a board item when the brief arrivesThe Notion integration maps each question to a property and only shows databases you have explicitly shared with it, so a client brief cannot land in your finance workspace by accident. Before any of that, every submission is already in your responses table (searchable, filterable by date, openable as a single brief in a side drawer, exportable as CSV), and the people who sent them stack up in a Contacts directory with company, submission count and last seen.
Templates
Preview any of them live, clone onto your account in one click, then cut the questions you never read. All free, all editable.
What's the main goal of this project?
Objective, audience, deliverables, tone and out-of-scope, with Picture Choice for style and uploads for references.
OnboardingHow many pages do you need?
Page count, who writes the copy, the CMS, the domain and hosting, and what the site has to do that the old one did not.
OnboardingWhat do you need a quote for?
The front-door qualifier: scope, budget band, timeline and contact, branched on the budget answer.
OnboardingWhat's your project budget?
Billing details, approvers, asset locations and access, collected once on the day the contract is signed.
OnboardingTwenty-plus more in the template gallery, and every one of them takes file uploads with allowed types and a size limit you set.
Six things carry most of the weight: the objective, the audience, the deliverables and their sizes, the tone, the deadline, and what is explicitly out of scope. Everything else is useful but optional. Ask the tone question as Picture Choice rather than open text, because a client who cannot describe a look can still point at one, and add a File Upload step for logos, references and the old brand guidelines.
Twelve to eighteen questions is the range most studios land on for a full creative brief, and roughly six for a first enquiry. Length matters less than shape: a conversational form asks one question per screen, so eighteen short questions feel faster than eight crammed onto one page. Use conditional logic so a client only sees the branch that applies to their project.
Yes. Upload your logo and a background image, set the primary, background, text, button and card colors, pick a Google font, set the corner radius and alignment, and choose whether the progress indicator is a bar, dots or a percentage. Save it as a private theme and the next brief starts branded. On the free plan a small Upform mark stays on the form; Pro removes it for $12 a month.
Yes, and file uploads are on the free plan. Each File Upload question takes a list of allowed file types and a maximum file size, so you can accept a PDF brand guide in one step and JPGs or PNGs of references in another. Free accounts get 100 MB of storage across all forms; Pro lifts that to unlimited for $12 a month.
Into your responses table first, where you can search, filter by date or form, open a single brief in a side drawer and export everything as CSV. From there, connect Notion to create a database row per project, Slack to post the brief in the channel that runs the work, Google Sheets to append a row, or monday.com to open a board item. All of them are free and connect with your own account over OAuth.
Yes, and permanently. The free plan has unlimited forms, unlimited responses, all 21 question types, conditional logic and every integration, with no card and no expiry date. Pro is $12 a month, a launch price at half the $24 list, and it adds branding removal, unlimited file storage, up to five team members and early access to new features.
Get started
Build the four forms your studio reuses on every project, put your own brand on them, and let the answers land in Notion while you are still on the phone.
No credit card. Unlimited forms and responses on the free plan.