You’ve developed the concept for your new creative campaign, but now you need to communicate the idea in your head to the person or team that will bring your creative concept to reality. It may seem like a tough task to convey your abstract idea to another person, but that’s exactly where creative briefs come into play. A creative brief is a document that is developed to create deliverables, such as a visual design, copy, advertising, web sites, and more. By following the organized structure of a creative brief, marketers can ensure that all aspects of their idea are communicated in a clear and unambiguous way.

Components of a Creative Brief

Summarize – explain the project in detail, including the people who are involved in the project, their roles, and the target market of the creative piece. Include pricing of each segment of the project along with total cost.

Outline Expectations – state your expectations for each person involved in the project and how their tasks contribute to the big picture. Clearly state your goals so that all parties have a good understanding of them.

Set Deadlines – include deadlines for each part of the project, including the person(s) responsible for delivering on that deadline.

Creative Concept – explain the core components of the creative concept you have in mind. Explain the type of images you want displayed, the tone of the messaging, the colour schemes and fonts you have in mind, and the main message that is being communicated.

Organize the Brief – Include headings for each section and organize your brief so the creative team can easily reference it as needed. Remember that the goal of a creative brief is to create a document that clearly explains your idea such that the creative team can work off the brief and deliver an end result that meets your expectations.

What are your best practices for developing creative briefs? Let us know in the comments!

About the Author

After graduating from the HBA program at the Richard Ivey School of Business, Aaliyah launched her career as Marketing Coordinator at Uberflip! Prior to her HBA, Aaliyah also completed a Bachelor in English at Western University.

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