Creative Brief — Definition
A creative brief defines the objectives, audience, deliverables, tone, and constraints of a project before work begins. It's the contract between you an...
What it is
A creative brief defines the objectives, audience, deliverables, tone, and constraints of a project before work begins. It's the contract between you and whoever is doing the creative work.
Why it matters
Projects without creative briefs go off the rails. Every "that's not what we meant" traces back to unclear expectations at the start.
The mistake most people make
Being too vague. "Make it pop" is not a brief. Good briefs include specific goals, audience info, examples of what you like and don't like, and constraints.