Creative briefs are valuable communication tools for our clients that want to ensure the success of various types of creative projects, such as digital or creative campaigns. A meticulous brief establishes clear goals for a project, it provides direction and guidance to our team and ultimately ensures that we are on the same page as our clients, reducing misunderstandings and need for revisions or rework.
The level of detail that a creative brief requires completely depends on the projects complexity and the creative team’s needs. Many of our projects utilise our full range of services so a detailed brief here is fantastic to ensure everyone is working to the same goals and direction with a concise overview of the projects expectations and requirements.
Typically a creative brief is written at the early stages of a project by our clients and then provided to a creative team such as Design, Production or Retouch to help guide their work. We receive detailed briefs that cover anything from an upcoming marketing campaign, logo creation or website design to an exciting video production, no matter how small or big your project is, providing a creative brief is always very beneficial.
Here are our top tips for writing a creative brief:
Tip #1 Provide background details
Providing a brief overview of the project’s background, such as a description of past challenges and campaign visuals will help set the background for us to work on.
When coming to write your brief we would recommend asking questions such as “Where are we now?” “Where do we want to go?” “Who do we need to talk to?”
Tip #2 List your objectives
When thinking about your objectives we would recommend to not only think about the project in hand but also the bigger picture of your company. What is your long term visual strategy, will this creative project align with it?
Here we would also include being specific about the channels of communication this campaign or project that will be executed on. This will help the Design team for instance to tailor or any assets to the specific platform.
For your final objective we would suggest including your product or service being promoted, who the customer is and any specific opportunities being pursued.
Tip #3 Describe your target audience
Understanding your brand bible’s and effortlessly aligning with it is our bread and butter. From here we can understand your target audience but we would always recommend including it into your brief in case you are venturing into a new avenue.
By defining the target audience with factors such as age, gender, location and behavioural patterns will allow us to create accurate content that meets your needs.
Tip #4 Brand guidelines
As touched on above, receiving your brand’s bible or guidelines will ensure your brand elements are used effectively every time. From here we can take your brand’s tone, visual anchors and manner and easily transfer it into any brief, whether it be a website design, digital campaign or packaging.
Tip #5 Highlighting your budget and timeline
By establishing a clear budget and timeline for your creative brief, you can ensure that the project stays on track and is completed within the desired timeframe and budget. This also helps to prevent any unforeseen costs or delays that could impact on the project’s success. Before briefing in your project we strongly recommend that you consider the complexity of the project and any potential roadblocks or delays that may occur so we can ensure there is sufficient time to complete your brief.
Tip #6 Highlighting your budget and timeline
Different to explaining your objectives here it is important to outline the specific deliverables that will be created as part of the project. This can include anything from:
Website Design: Wireframes, mockups and final design files
Print Materials: Brochures, flyers and business cards
Digital Campaigns: Social Media Ads and Banners Ads
Video and Motion: Video Ads, Animations, Interactive Experiences
Branding: Logo Designs, Typography, Colour, Tone of Voice
Photography: Campaign, Ecom, Still Life, Ghost Mannequin
By following all these top tips will support you in writing your next detailed brief. We look forward to receiving it!
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