Creative Briefs

Overview

A creative brief is a document that outlines the key details of a creative project to guide the work and ensure that everyone involved is aligned on the project’s objectives, audience, message, and other crucial elements. It typically serves as a foundational tool in marketing, advertising, and design projects, providing a clear direction and framework for creatives to work within.

Used to define good projects -- to help do good work.

A creative brief is a foundational tool that enhances communication, improves project management, and increases the likelihood of a successful outcome for creative endeavors.

A game plan for the The Who, What, When, How, and How-Much
A framework to address the services you provides
A “spark / job start / kick-off” to any project

Goals & Objectives

Clarity and Direction: A creative brief provides a clear and concise outline of what needs to be accomplished, helping to direct the efforts of everyone involved towards common goals.
Alignment: It ensures all stakeholders, including creatives, clients, and other team members, are aligned on the project objectives, scope, and expectations, reducing misunderstandings and miscommunications.
Efficiency: By setting clear expectations and guidelines, a creative brief can streamline the workflow, enabling a more efficient use of time and resources. It reduces the need for revisions and rework by getting everyone on the same page from the start.
Focus: The brief keeps the project focused on the target audience’s needs and preferences, ensuring that the final deliverables are relevant and engaging for the intended viewers or users.
Creativity: While it may seem counterintuitive, having defined constraints and a clear understanding of the project’s goals can actually foster creativity. Creatives can explore innovative solutions within a defined framework, knowing the boundaries and targets they need to meet.
Measurement of Success: By outlining the objectives and goals in the creative brief, it becomes easier to measure the success of a project. This assessment can inform future projects and strategies.
Accountability: A creative brief holds all parties accountable. It clearly defines roles, responsibilities, and expectations, ensuring that each contributor knows what is expected of them.

Components

A non-comprehensive list of common components. These items will vary on the services your Company provides.

Project Overview: A brief description of the project and its background.
Objectives: What the project aims to achieve. These are often specific, measurable goals.
Target Audience: Details about who the project is intended to reach, including demographic and psychographic information.
Key Message: The central message that needs to be communicated to the audience.
Tone and Style: Guidance on the desired tone and stylistic approach, which may align with the brand’s overall voice.
Media/Channels: Where the creative assets will be used—such as print, digital, television, etc.
Deliverables: Specific outputs required, like logos, web designs, ad copy, etc.
Budget: An outline of the available budget for the project.
Timeline: Key milestones and deadlines for the project.
Approval Process: Information on who will review and approve the work at various stages.

Example: BHW1

BHW1 was an award winning design agency in Spokane. Their process included these Creative Briefs as apart of their "secret sauce". Review these real-industry examples and deconstruct the fields.