The Importance of the Creative Brief

The creative brief is a document that will provide your graphic designer and/or copywriter with clear, concise direction on how to approach your creative development project. Whether you're creating a full-scale corporate identity platform or designing a small print ad, a creative brief is likely to yield a quicker, smoother process.

I recommend including:

• Project Description
• Desired Marketing Objective
• In-Market Timing
• Distribution Method(s)
• Consumer Target
• Tone (e.g. upbeat, intellectual)
• Important Information to Communicate (e.g. company name, product benefits)
• Communication Priorities (e.g. #1 - Promotional Offer; #2 - Business Location; #3 - Brand Imagery)