How to Write a Good Creative Brief
As we learned in 3 Keys to a Great Creative Brief, a creative brief acts as a roadmap and helps to define the project and set parameters for creative exploration.
There’s a reason a brief is called a brief. The temptation to include everything you know into a huge document is strong, but in this case less is more. A good brief shouldn’t be more than a page and a half long and should contain only the information that is essential to solving your creative dilemma.
Here is a cheat sheet on what to include to cover the basics of a good creative brief:
- Who is the client and what do we know about them?
- What problem they are trying to solve?
- Who is their audience?
- What is being delivered?
- How is success measured?
- Describe the voice and tone of the brand.
- Describe the look and feel.
- Include examples/mood boards
- Once the brief has been created, have your client review and sign off on it. A client-approved creative brief will not only guide your team well but also ensure everyone is on the same page upon kick off and help to navigate along the way.
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