Downloads

Creative brief

First step of any project

Whether you are asked to create an email newsletter, design a poster or set up a web page, ask the requester to fill out a creative brief. Not only will it give your project a consistent voice and strong message, but it will also help everyone involved agree on clear goals and guidelines.

Elements of a creative brief:

  • Medium of communication – Is it an email, a poster, a web page, an event?
  • Key audience – Students? Parents? Choose one.
  • Key message – The elevator pitch, really.
  • Proof points – 2 or 3 points that help support the elevator pitch
  • Call to action – What do you want the recipient to do? Click a link? Make a call? Donate?
  • Additional considerations – Any production specifications? Budget? Deadline?
  • Strength – Conviction? Excellence? Scale? Diversity? Choose one strength that the communication can be based on.
  • Tone – Choose 2 or 3 tones from the selection of 8
  • Visual spectrum – Formal or casual? Subtle or bold? What do you want it to look like?
Example of the look of the Creative Brief, with fields for name, date, email, due date, project title, medium of communication, Audience, Key Message, Proof Points, Call to action, and additional considerations

Downloadable creative brief