What is a creative brief?

A creative brief is a focused document that captures the strategic direction for a creative project. It's different from a project brief - while a project brief covers logistics (timeline, budget, deliverables), a creative brief focuses on the why and the feel of the work.

A good creative brief aligns you and your client on the creative vision before you start designing, writing, or producing. It's the difference between nailing it on the first concept and doing five rounds of "that's not quite right."

When should you use one?

Any project with a creative component - branding, campaigns, content creation, video production, or website design. It's especially important when the client's vision is vague or when multiple stakeholders have different opinions.

What's included

Background and challenge - the business context and the specific problem the creative work needs to solve.

Objective - what the creative work should achieve. One clear, measurable goal.

Target audience - who you're speaking to, what they care about, and what will resonate with them.

Key message - the single most important thing the audience should take away.

Tone and style direction - how the work should feel. Include references, mood boards, or examples.

Mandatories and constraints - non-negotiable elements like brand guidelines, legal disclaimers, required logos, or technical specifications.