write-a-creative-brief

name	write-a-creative-brief
category	design
description	Translate a creative request into an aligned brief covering audience, outcome, message, constraints, deliverables, and approval. Use when commissioning design, copy, photo, video, or campaign work.

write-a-creative-brief

Define the problem and boundaries without prescribing a decorative solution before exploration.

Procedure

1. Identify the decision owner, stakeholders, creator, users, deadline, budget, and approval path.
2. State the business or communication problem and the observable outcome the work should influence.
3. Define the primary audience using evidence, context, need, and current behavior.
4. Write the single most important message and supporting points.
5. Inventory deliverables, channels, sizes, formats, languages, accessibility, usage rights, and production constraints.
6. Gather mandatory content, brand rules, legal or policy review, existing assets, and references with an explanation of what each demonstrates.
7. Separate fixed requirements from preferences and open creative territory.
8. Define milestones, feedback rounds, named approvers, evaluation criteria, and change-control rules.
9. Review the brief with the creator and resolve contradictions before work begins.

Failure plan

• Do not disguise stakeholder taste as audience evidence.
• Never include assets, likenesses, music, fonts, or claims without appropriate rights and review.
• If objectives conflict, obtain a decision rather than asking the creator to reconcile them silently.
• Reject vague success criteria such as “make it pop” unless translated into an observable need.

Done

• Audience, outcome, message, deliverables, constraints, rights, and approvals are recorded
• Fixed requirements and creative choices are distinguishable
• Creator and decision owner confirm the brief is feasible and testable