EVER WONDERED HOW TO WRITE A GOOD CREATIVE BRIEF?

HERE ARE OUR 10 ‘COMMANDMENTS’ TO HELP YOU CREATE A GREAT ONE THAT YOUR AGENCY (HOPEFULLY US!) WILL APPRECIATE … 

1. Project Overview

Set the stage by providing a concise summary of the project. Describe the company, the goals, and the context – think of it as the opening chapter that captures the essence of what lies ahead.

2. Objectives and Deliverables

Define the objectives of the project in clear and measurable terms. What do you aim to achieve?

Then specify the desired outcomes and the specific deliverables you’re after, whether it’s a logo, website, whole brand identity, brochure, video etc.

3. Target Audience

Time to dig deep into the minds of the intended audience and tell us everything you know.  Who are they, and what are their needs, desires, and preferences?  Send us your customer personas if you have them.

4. Brand Personality

Every brand has a personality, just like we do!  Describe the desired brand image and personality traits. Is it modern and edgy? Elegant and sophisticated? Playful and whimsical? The brand’s personality sets the tone for all your creative outputs.   If you’re unsure, then we can always help you define your brand personality … maybe have a read of our brand archetype blog for some inspiration.

5. Key Messages

Define the core messages that the design should convey. These messages should align with the brand’s values and resonate with the target audience. Remember, words have power!

6. Design Guidelines

Specify any existing brand guidelines, colour palettes, typography, or other design elements that should be incorporated. Send your guidelines, logos, assets if it’s the first project.

7. Competitor Analysis

If applicable, conduct a thorough analysis of your competitors.  This is especially helpful when working on branding projects – look at their visual identities and design approaches, what do you like, what don’t you like.  How do they talk to your customers – what can you/we do better?

8. Project Constraints

Outline any constraints that may impact the project, such as deadlines, budget limitations, or technical requirements. It’s better to acknowledge them from the start than be caught off guard later!

9. Communication and Approval Process

Let’s establish clear lines of communication from the outset and define the workflow for feedback and approvals. Clarify who the key decision-makers are, who needs to be part of the sign-off etc. to ensure a smooth and efficient collaboration throughout the project.

10. Timeline and Milestones

Time is precious – on both sides!  So, create a timeline that outlines the project’s major milestones, including design drafts, revisions, and final deliverable dates.

With these ten commandments you’ll possess the tools to develop a well-crafted creative brief – need help writing it?  Then let’s talk!