Getting Started On A Creative Brief
Whether you need a website, logo design, brand identity, unique content, ad campaign or marketing collateral, having a well-thought-out creative brief will ensure the most effective results are achieved.
A creative brief gives you and the designer clarity. It sets concise design objectives and becomes the central focus of the project. It inspires creativity and opens up opportunities for the designer to explore new concepts while still remaining within the limits of the project.
When a design project is unsuccessful, chances are it is due to a non existent brief or insufficient information.
Essentially, the brief is a formal document that reflects the project expectations of both the designer and client. The document is formed from information gathered about the project. Gathering information for the brief can be done through various methods – over the phone, email, video chat, in person or through a questionnaire provided by the designer. The information needs to include a background of your business, target audience, outline your motivations, your overall goals and all of the specific requirements for the project.
I personally prefer to send new clients an information gathering questionnaire and follow this up with an initial meeting. This gives the client a chance to prepare, evaluate and better communicate their needs and goals for the project. From here, I translate all the gathered information into a creative brief and in agreement with the client, begin the project.
The way this information is communicated and recored is all dependent on situation, but whichever way it happens, it is crucial to gather, discuss and refine the following
9 Key Aspects To Include
A summary of your companies background. This should include basic information like products, services, vision, mission, achievements, competitors and history.
The overall goals and gains from this project. Describe what impact you would like this project to achieve and how it aligns with your long-term business goals.
Demographic information and details of your audience. Define them as people, you could profile an existing customer or create a customer personality.
What you want the audience to think and feel. Imagine you are the target audience viewing the creative execution for the first time.
What action the target audience should take. Explain where or what you want them to do, it could be as simple as buying a product or visiting a website.
Related information materials and resources. Provide and list any existing research or materials that features details of your products or services.
Anything that is essential to this project. Outline any design elements, attributes, formats or functionality that you consider mandatory to this project.
The specific date of execution for the project. Advise the deadline and any events or plans that have been made to coincide with its completion.
Your approximate budget for this project. If possible, specify the amount you have in mind as it can help determine the scope of the project.
By sharing as much detail as possible on these 9 key aspects of your business and project, you will be able to construct an effective creative brief that unlocks the true value and essence of your brand. The better understanding the designer has of the project, the better the design outcome will be.