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Creative brief document

A brief that actually briefs. Capture objectives, audience, deliverables, constraints and success measures before any creative work begins — the document every revision-round argument will wish existed.

Who it's for: Designers, copywriters and studios starting new projects

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What's inside

  1. 1.Project objectives: what does success look like in one paragraph
  2. 2.Audience: who this is for and what they should feel or do
  3. 3.Deliverables: exactly what's included, and what isn't
  4. 4.Constraints: budget, timeline, brand rules and technical limits
  5. 5.References: inspiration, competitors and explicit non-goals
  6. 6.Stakeholders: who gives feedback and who signs off
  7. 7.Get written sign-off on the brief before work starts

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