Bellow are guidelines for anyone wishing to write the perfect creative brief. When engaging in a new project we want to get the ball rolling quickly, layout expectations early and agree time-scales and budgets.
Removing ifs, buts and maybes from the process greatly increases the chances of the designer surpassing the client's expectations and the development of a lasting relationship.
Feedback is welcome and will be considered for addition to this document, which is pulled together from a range of sources and personal notes. Please forgive the lack of citation/credit. Sources will be updated in future.
The Creative Brief
Don't let the question predict and/or hide the answer. It is very important when creating a brief for a creative project not to be overly prescriptive as it will limit the possible creative outcomes. Trust the team and the creative process to deliver unexpected results that fill your requirements.
- What your organisation does?
- What your niche market is?
- How you fit in your industry sector?
- General project information?
- Aims & Objectives?
- Desired Deliverables?
Detail on desired target market, including demographic information where possible.
- Choose a typical audience member or group and profile including; occupation, age range, gender, what their day looks like etc.
- How will they use your product?
- What do the audiences believe or think?
Messages, Features, Benefits and Values.
- List top desired (these may include must have/mission critical) features and/or facts about the product and its value to target audiences.
- Who is the competition?
- How should this product stack up against the opposition?
- What is the primary message?
Budget and Schedule
- Has the budget been approved?
- Is establishing the budget part of the brief?
- What is the product release date?
- Are there specific milestones that need to be achieved?
- What is the due date for the finished project?
- Who is the primary contact for the project.
- What content will you be providing? logos, style guides, measurements.
- What are the internal review and approval processes.
- Who will sign off on the final design.
- How many revisions are expected? (unlimited is not an option)
- What format will the final design need to fill.