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A creative brief is a document that outlines the creative approach and deliverables for a new body of work ? typically for a marketing or advertising campaign. It connects the creative work requested to the broader business goals by clearly outlining the strategy of the campaign.

While it is undoubtedly helpful to outline creative expectations and provide your designer with some basic guidelines to work from, it's most important that you identify what your project goals are ? online sales, email list growth, brand awareness, etc. ? as that will help determine the best approach for your project.

A creative brief could be written by the creative director, designer, project manager, strategist, planner, producer or account executive. Whoever has the most client and project knowledge is the best person to write the brief.

For example, a statement of work could define the scope of work and the schedule overall, while a creative brief shows creative teams what they need to know about how the visual elements should (and shouldn't) look.

A creative brief could be written by the creative director, designer, project manager, strategist, planner, producer or account executive. Whoever has the most client and project knowledge is the best person to write the brief.

At its most basic level, a creative brief summarizes the critical information for a design project, like the objectives and timeline for the job. It helps designers understand the project and keep them (and any other creative professionals assigned to the work) on the same page as the client.

What are the elements of a good creative brief? Include your company's background. ... Summarize the project. ... Identify your target audience. ... State your objectives. ... Define your competition. ... Tone, message, and style. ... The final details. ... 10 tips for constructive creative and copy feedback.