The Creative Brief — a simple breakdown
The brief is one document that we creative types hold up as important above the rest. This is simply because it tells us what to do to be successful on a project. This is true for agencies, as well as in-house departments. For this reason, clarity and directness are crucial when putting a creative/project brief together. I recently consulted with a colleague of mine on this topic and we concluded there’s really only one right way to make a creative brief. All other ways are excessive, bloated, flowery, and just plain wrong. So here it is ladies and germs, the only way to make a brief boiled down and outlined in simple English:
Step 1 — Organization
The top of the brief should simply tell the user what they’re looking at, and the salient information right up front. This information is simple:
- Job number
- Job title
- Client (or internal department or partner)
- Date of issue
- Due date
- Account Manager/Project Manager (or decision maker if you manage the projects yourself)
Once the brief has been finalized and the decision maker has been determined, it’s best to have direct access to them. This will prevent the project from getting bogged down in a sea of stakeholder hell. It’s good to keep all stakeholders in mind, but the decision maker is the only one who can move the project forward. Determining this key role is also important on the client side. Once they understand their roles clearly the odds are much better that they will get their shit together and participate in a constructive process, rather than slowing things down.
Step 2 — Overview
Here is a raw description of the project and its context. Walking into a project without an overview is like starting Inception 30 minutes in. You may pick up on most of it, but you’ll be confused as hell. This is not to say this section contains every piece of information you need. In fact, this section should be very brief and to the point (it’s a creative brief, not a creative Unionsuit). Also, this section shouldn’t introduce creative directions. A good example of something to include: “this project supports the celebration of 200 years of Johnnie Walker whiskey.” Not so good example: “this project is coming up with a way to display a series of photographs celebrating 200 years of Johnnie Walker whiskey.” This is relevant information (usually) provided by the client and serves mostly as context. The creative decisions may have yet to be determined, and deliverables come after that… so don’t jump the gun.
Step 3 — Process
How are we going to get there? This section can be the most frustrating for participants because it may evolve in the early stages of the project. Whatever your creative process is for determining the best course of action should be communicated here clearly. This is the place to outline who will be involved and how they will all work together to sculpt this masterpiece. Again, even though we may think of process as formal or boxing in language, it doesn’t have to be. This section can be simple and conversational as well: “Susan is going to do visual research.” “We need to come up with the best way to present the celebration photography.” Don’t take yourself too seriously.
Step 4 — Specs
Now, finally comes some of that specific language I know you’re dying to hear. Keep in mind this section may also evolve in the early stages of the project. This section includes any constraints we know about prior to creative direction being nailed down. Is it a video, or a newspaper ad? Will it be displayed on a Jumbotron, or an iPhone? If the project has specific requirements they need to be in here. The saddest moment for a designer is when she makes something beautiful, astounding, awe-inspiring…only to find out it can’t be used. These can be constraints due to media, venue, or client request. As a creative, it’s good to question these and make suggestions on making a project better. However, there needs to be a baseline of constraints as a starting place to work from.
Step 5 — Timing
Very important, very straight forward. What’s due when, and who’s expected to interact with who at what time. This should really be a small spreadsheet to best illustrate the timeline. Straightforward, but crucial to the success and accountability of everyone involved.
Step 6 — Deliverables
This is the section that will be the most difficult to arrive at, and is last for a reason. The professionals executing the project will need to know what they’re working on. Once all the brainstorming and deliberating is over and the dust settles these bullets will remain. This is an important piece for everyone to be clear about, and understand completely. If the client expects a fish, they don’t want to be presented with a hammer. In our business, nothing is truly set in stone, but changes to this section have to go through the same process from top to bottom to get approval in order for the final deliverable to meet the client’s expectation.
Seems Too Easy
So there it is, the right way to do a creative brief. I expect to get bombarded with reasons why I’m wrong. Let me answer your concerns now. I know there can be variations that are just as effective; this is one point of view. But please, for the love of god, keep it simple. Long creative briefs with floury language and mission statements may prove you’re a good writer, but they are confusing, and annoying as hell. Be direct, and clear, and everyone involved in the project will thank you for it.
