An appellate brief is a way to convey the facts, legal questions, law that you want the court to apply, and how you want it applied. It’s also an exercise in persuasion, and should be written for readers who have only a short time to read it.
Have you considered handling criminal appeals? If you’re appointed to represent indigent appellants, this isn’t a very profitable practice area. The key to making it work financially is finding efficiencies wherever you can.