Write a creative brief that leaves room for good thinking
Give a collaborator clarity about the problem, without prescribing every part of the answer.
Describe the situation
Start with what is happening in the business or project. What needs to change, and why now? Describe the audience and the decision or action you hope the work will support. A useful brief explains context before listing deliverables. Avoid assuming a logo, video or website is automatically the solution.
Define the practical boundaries
List the required outputs, where they will appear, key dates and the available budget range. Flag constraints such as an existing identity, accessibility requirements, a venue or a launch date. Separate fixed requirements from preferences so the collaborator knows where alternatives are welcome.
Use references with a reason
Share a small set of references and explain what each demonstrates: clarity, warmth, pacing, composition or tone. A moodboard without commentary can hide conflicting expectations. Do not ask a collaborator to copy another creator’s work; use references to discuss qualities and decisions.
Make decision-making visible
Name the person who approves the work, the people who contribute feedback and the process for resolving conflicting comments. Agree review points and how feedback will be consolidated. Late discovery of an unseen decision maker can disrupt even a carefully planned project.
Discuss delivery and use
Clarify formats, editable files where agreed, licences, image permissions and any ongoing maintenance. Usage and ownership should be discussed explicitly with the collaborator, with professional advice where needed. Do not assume that paying an invoice automatically covers every possible future use.
Finish with open questions
Write down what you do not yet know. Invite the collaborator to challenge the proposed scope and identify missing information. The project brief tool creates a simple starting document that can be refined together before a proposal is finalised.
An original planning framework. Examples are illustrative. No visit, interview or product test is claimed. Our editorial standards.
Put the ideas to work.
A useful brief gives a collaborator enough context to ask better questions. Start yours here.
Open creative project brief ↗