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:

Part One:

  • 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?

Part Two:

  • 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.

 

 

 

 

 

 

 

Melanie Barter

Melanie is an executive producer with a creative background in film, digital and marketing. She is originally from Toronto and has worked in Hong Kong, Los Angeles, New York and Chicago. She has been in San Francisco since 2004.

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