How do I write a good creative brief?

The Short Answer

Your creative brief is a roadmap creatives follow to your ideal design (or name). Sound intimidating?  Don’t worry. Over the years, we created and perfected an easy Q&A format to guide you. Just answer the questions fully and with as much detail as possible.

 

The Long Answer

Still here? OK, here’s the deal – your brief can make or break your project. We can’t stress this enough. A good creative brief gives creatives the information they need to succeed. An engaging creative brief is often more compelling than an interesting project topic or a big reward. With that in mind, here are some helpful guidelines to help you draft a great creative brief:

Choose an exciting title. This is your project’s first impression. A good title not only describes your project accurately, but is also witty and playful. A good title is like catnip for a Creative.

Answer every question (no skipping!). Be descriptive: you know your business and your vision but creatives don’t. The more information you provide, the more nuanced and on-point, the better the designs (or names) will be. Be honest and be specific. Remember, creatives are not mind readers. If you don’t share information about what you need, they won’t be able to suggest designs (or names) you’ll love.

Don’t forget - creatives are visual people, and visual people tend to think in pictures. When you’re writing your brief, use descriptive language. For example, instead of saying “I want my new grocery store logo to convey quality,” say “I want my new grocery store logo to emphasize the freshness of our produce.” Fresh produce is a visual concept creatives can wrap their heads around, whereas “quality” is abstract and could mean different things to different people.

Be prepared to update your brief. Creative work is a collaborative process between you and the creatives. Once the first batch of designs (or names) comes in, take a look at them and ask yourself what new information you can provide to help creatives narrow in on what you’re looking for. Adding more information isn’t a sign of a weak creative brief, it’s a natural part of the process - so stay engaged!

Follow these tips and you’re well on your way to finding your perfect design (or name)!

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