A creative brief is a concise document that serves as a reference point for the stakeholders (project managers, and clients) in creative industries, such as advertising, marketing, graphic design, and media production. It also functions as an effective source of communication and ensures successful project completion.
A creative brief template is a formal document that acts as a roadmap for the stakeholders involved in a project. It guides them throughout a project. It has sections for writing the project overview, objectives, deliverables, budget, timeline, and overall project scope. Its functionality is the same as a scope of work template but it is comparatively brief and concise.
How to Use This Template
This template has been designed taking a wide range of creative agencies into consideration and structured to provide a comprehensive yet to-the-point layout. Although it covers most of the data fields that a standard creative brief should have, it is completely editable, so anyone can adjust it as per the requirements. Here is how the template is structured and best practices to utilize it effectively.
Client and company details
By the start of the creative brief template, writing the client and company details helps in the identification, accountability, and knowing the context of a creative project. Here, you can write the project name, client name, brand name, and product particulars. On the other side, you can write the name of your company, phone number, email, and mailing address.
PinProject name and company background
Within this section, you can write the name of the project for clarity, identification, communication, and reference purposes. While, writing a brief background of the company assists in understanding the context, brand identity, and building trust and confidence. You can provide a brief description of the company’s history, mission, values, and current market position.
PinProject overview
Writing a brief overview of a creative project can assist in aligning all the stakeholders. It also helps in the decision-making process for a project. Here, you can briefly write an overview of creative project, including its scope and vision.
Project objectives
What is expected by the completion of a creative project? What are its primary goals (top-priority goals), and short and long-term goals? These goals can be specified in this section of the template. The goals of a graphic design project may be designing a brand identity, creating promotional materials, and designing a user interface.
And for an advertising project, the goals can be creating a creative advertising campaign, designing a series of print or digital ads, and generating buzz and brand awareness. It provides a direction to the project and helps in measuring the success, decision-making, and resource allocation.
Target audience
Identifying the target audience is crucial as it enhances the relevance, effectiveness, adaptation, and measurement of a creative project. You can write the characteristics of a target audience, such as their demographic data, (age, gender, ethnicity, income, education, occupation, location, and more) psychographic, (focus on psychological and emotional aspects), and Behavioral characteristics for a creative project.
Competitors
Without proper analysis of competitors in the market, it is not possible to understand the trends, identify gaps and opportunities, and know the audience preferences. Therefore, a thorough competitor analysis is necessary for a creative project. It can be done by various methods, such as identifying competitors, gathering information, SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis, and strategic planning.
PinKey message
Now comes the key message which is a brief, engaging statement or idea that communicates the purpose, or main takeaways to the target audience. It can be different for various types of project phases. For example, in the stage of product launch, it can be “experience the innovation like never before with this amazing new product,” and for the brand awareness campaign, it can be “empower yourself with (product name) and make a lasting impact.” You can craft your key messages in context to your company’s status and position.
Key consumer benefit
What are the primary benefits that the target consumer will get once the creative project is completed? You can set this by identifying the pain points of your target audience. It can be innovation and creativity, convenience and ease of use, quality and performance, value for money, problem-solving, or anything else as per the needs and demands of clients.
Attitude
Once the target audience has been decided and finalized for a creative project, then the emotional tone and attitude can be specified that the creative project should evoke in the target audience. Examples of these attitudes can be energetic and upbeat, nostalgic, inspiring, adventurous, compassionate, and more depending on the needs of the client.
Project timeline
As all the previously discussed sections are defined and specified then you can write down the timeline of your creative projects. It assists in managing expectations, improves workflow, boosts communication and collaboration, and increases client satisfaction. Here, you can write the schedules, milestones, and other important dates related to your creative project.
PinProject deliverables
The expected outcomes or deliverables of a creative project can be listed within this specific section. It aids in defining the scope of creative work. Writing deliverables can also help enhance accountability, scope management, and manage client expectations. For example, the deliverables for a graphic design project can be logo design, branding elements, marketing collateral, packaging design, and social media graphics.
Similarly, for a video production project, the deliverables can be promotional videos, corporate videos, explainer videos, or training videos.
Budget
Without financial clarity effective resource allocation is not possible. Therefore, effective planning and management regarding the budget of a creative project is important. Within this section of a creative brief, you can write the estimated cost for a project.
Call to action
Once thorough planning has been done, then you can decide what actions you want the customer or audience to take as a result of the project. It further adds a layer of practicality to the creative project and assists you in deriving the desired results from it.
Distribution
As all the deliverables of the creative project are decided, and then comes the time for the distribution of the final deliveries. In this section, you can decide how and where the final deliverables will be distributed and published. The distribution mediums may be online platforms, such as websites, social media, or email newsletters. While, the offline mediums can be print media, outdoor advertising, events, or retail stores. Here, the targeting strategies can be decided and plans for media can also be specified.
PinBest Practices to Use This Template
Below are the best practices to effectively utilize this Creative Brief template, ensuring your project is well-organized and clearly communicated to all team members.
This creative brief template is easily customizable, you can personalize it per your needs and specific project requirements.
Make sure to provide the background information about the project, it helps provide a context for the creative team. It also assists them in comprehending the brand identity, values and then creating content.
You should communicate and define the objectives of your creative project to teammates and clients clearly and in simple language. It helps them understand the purpose of their work and align their endeavors accordingly.
Try to create a collaborative work environment, an environment where the team members can easily share their ideas, and can provide feedback freely.
For a creative project, you should outline the scope and boundaries of work for each member of your team. It helps set clear expectations and builds an environment of accountability.
Provide as much guidance and direction as necessary but make sure to leave some space for creative interpretation. The team should be able to understand and explore various concepts and approaches to a single thing.
Effective communication is mandatory for the success of a creative project, so make sure to properly define the communication channels to the team members and clients.
Closing Thoughts
This creative brief template is a versatile document as it can be used both online and offline. It is available in multiple file formats such as ODT, DotX, DocX, and Google Docs. It is print-optimized and you can easily get it printed. It also allows you to integrate your brand identity by attaching your logo to it. Overall, it is your easy solution for creative project management.
