Anatomy of a Creative Brief

Perhaps the most difficult part of starting any design project is establishing proper boundaries to guide each decision. A properly composed and introspectively researched creative brief is essential to starting and evaluating the progress of every project we complete. This not only provides clarity to the designer but also focuses the objectives and expectations of the client.

While there is some variation from project to project and client to client, the following outline provides a great start to describing expectations for physical form, communication objectives and the overall look and feel of a new designed object.

• What is the primary communication goal of the [type of creative piece] (ie. increase membership, spread a message, serve as a resource, build a community)? What are the secondary communication goals?
• What is the first impression you would like visitors to come away with?
• Who will be your primary audience for the [type of creative piece]? Who are the secondary? (Please be as specific as possible, i.e. age, gender, experience with [type of creative piece].)
• What are some other [type of creative piece] that you like the look, feel, interaction, functionality or any other feature? Please be very specific what you respond positively to.
• What other [type of creative piece] do you look at frequently? What do you like about those experiences? Please be specific.
• What are at least 5 adjectives that you would like to use to describe the new [type of creative piece]?
• What are at least 5 adjectives that you would not like to describe the new [type of creative piece]?
• What features from the current [type of creative piece] would you like to see remain? What should be removed?
• What information should be included on every page?
• What elements (visual or otherwise) of your identity must be used on the [type of creative piece]? Please provide digital files of logomarks, PMS or other color mix information, photographs, artwork, etc.