The Best Way to Write a Creative Brief
Briefly, a film by Bassett & Partners, discusses the process and perceptions behind creative briefs. In this film, industry professionals give their insight on what constitutes a successful brief.
A piece of advice from the video that speaks to me the most is to not let the brief stifle your creativity. It can be hard to design freely when you have a set of constructs keeping you in line. I personally have had to write and design for creative briefs in my previous classes and I can see both sides of the process. In writing, you want to be as clear as possible so you can ensure that the client and the designer are on the same page. On the other hand, you also want to leave room for creativity and not over specify what it is that you want. Thus, it is good to keep the brief short and open. If you are willing to update the brief as you go, it will allow for a more creative and credible process.
This idea is reinforced by an article by AIGA titled “Mastering the Creative Brief” on their website. The article explains reasons why to create a brief, what is included in a creative brief and the do’s and do not’s in making one. One interesting perspective within the article was to “have a conversation” in making the brief. The article suggests that “A creative brief shouldn’t be written in a vacuum. It should be based on thought-provoking discussion with key contributors to ensure everyone is in agreement on primary goals and messaging.” By thinking of the brief as a type of conversation with your team and your client, you will continue to keep the brief open for ideas.
Writing and designing in the construct of a creative brief can be a challenge, but it doesn’t have to be. Keeping an open mind while also staying true to your creative side will garner successful results.