Guide 2 min read Draft

What to include in a useful creative brief

A creative brief is the starting point for any design, content or campaign project. A clear one saves time for everyone and leads to better first drafts.

The business

Describe what you do, what you sell and what makes you different. Include anything that has changed recently, such as a new product, location or service.

Even if the agency already knows your business, a short summary helps everyone start from the same understanding.

The audience

Who should this work reach? Describe them as specifically as you can: their situation, what they need and where they are likely to see the work.

If there is more than one audience, say which matters most for this project.

The message

What is the one thing people should take away? Secondary points can be listed, but a single clear message gives the creative work its direction.

References

Examples explain taste and expectations faster than descriptions.

Work you like, and what you like about it
Work you do not want to resemble
Existing brand materials and guidelines

Scope

What needs to be delivered
Which channels it will appear on
Key dates and deadlines
Who gives feedback and final approval

Constraints

Note anything that limits the options: budget, legal requirements, brand rules, technical specifications or materials that must be reused.

Constraints shared early are much easier to work with than ones discovered late.