Creative Brief

Road map of creative road approach, foundation, background, target audience, and competitors.

• Relevant info, inspires creative thinking.
• Think bigger; deeply.
• Common language.
• Link creative to business goals.
• Guide decision making process.
• Evaluate.
• Solve business problems.
• Client communication.
• Narrower, but efficiently work time process.
• Strategic problem solver.
• Clients should have more control over creative brief.
• Designers control creative process.
• Client (background & deliverable).
• Designer (everything else). Discover → Insights

1. Background Summary - SWOT Analysis
• Strengths 
• Weakneses
• Reason to believe statement
• Responsibility; culture
• Outline project
• Key business; challenges defined
2. Drivers
• What controls the creative
• Achieve, purpose, define 3 objectives
• Feeling, action to bring to the project
3. Target Audience
• Who are you designing for, what they care, what inspires them, appeals. Social media, call to action. What buzzes.
4. Competitors
• Objectively compare to your client
5. Tone
• Mood, voice, point of view
• Adjectives, describe personality, content, images
• How should content flow
• Customer behavior
6. Message
• What needs to be said
• Key message
• Identify client
• Audience take away
7. Visuals
• Thematic iconography; new or existing
8. Project Details
• List deliverables, ideas, format, parameters, logos, limitations
• Delivery media
• Time to deliver
9. People
• Who is involved; who is in charge; emails, texts, phone calls

Basic structure. Everything in one single document.

(Ask someone else to interview you to get you out of your head.)