Use a Creative Brief!

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A creative brief is a document that is put together to include all the important details that need to be considered when designing a creative deliverable. Whether it is a logo, viagra a brochure, order a website, cheap a press release, direct mail piece, etc.; a creative brief helps to guide and inform the creative of all aspects of the project. It really helps your entire team and more importantly, the client get on the same page as to what is expected to be achieved and communicated by this piece. The creative brief becomes the blueprint by which everyone has agreed upon to follow. This allows for communications, ideas and pieces to be consistent in whom they are talking to, what they are saying, how they are saying it, how it looks and how it is delivered.

They are certain elements that need to be included in a Creative Brief in order to cover all the areas of consideration for concept development. I recommend including the areas below in order to be thorough.

Communication Goal:

This will define what you want the piece to achieve. Do you want the customers to learn more about your business or sign up for a seminar? It will need to be clearly defined in this section.

Target Audience:

It is important to define your audience and do so thoroughly. What is their age, gender, ethnicity, income, preferred method of communication? This will allow you to craft messaging, imagery and format to specifically appeal to the correct audience.

Current Belief/Desired Belief:

You need to know what the audience’s current belief about something is in order to convert them into having your desired belief. Maybe it is as easy them not being aware that you also provide that product or service they have never heard about. So you now know that you need to educate to change the perception.

Key Benefit Statement:

How will your potential customer benefit from by using your company to meet their needs? What do you want them to take away from your piece and motivate them to act?

Reasons to Believe:

Give your audience proof points of why they can trust you or you are the best or the cheapest or most recognized. This is what sells your product or service and why yours is the right choice.

Project Deliverables:

You will want to outline the expected deliverables, how many concepts, the type of deliverables and the format for presentation so the expectations are clear as to what you will be reviewing together.


Here is where you will want to mention things like logo usage, fonts, color palettes, disclaimers, etc.


Putting a rough timeline together at this stage is helpful to get everyone to agree on a schedule. This will detail when everyone needs to act and respond in order to stay on the timeline in order to produce the piece or deliverable on the expected date. Many people usually effect the timeline and making them aware of their responsibility within it ahead of time helps them stay on top of their tasks.


This is another area were you will want rough numbers to include. Then a person working on the project will know how much time they have to work on something and if it will cover the production costs as well.

I would always suggest using a creative brief when possible because it can save you a lot of frustration down the road. You can always go back to the document to make sure everything was agreed upon from the beginning. Creatage incorporates this procedure into our projects to make sure there is constant, clear communication between us and the client. To inquire about a project, contact us today.

Use a Creative Brief!


Written by on February 11, 2014

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