How to Write a Creative Brief That Clients Can Actually Answer
A creative brief is a short document that aligns you and the client before work begins. It saves time by clarifying expectations early.
What to include
- Background: who the client is and why the project exists.
- Objective: what the work should achieve.
- Audience: who it is for.
- Deliverables: exactly what you will provide, and in what formats.
- Timeline and budget.
- Examples of styles the client likes and dislikes.
Questions to ask
What does success look like in six months? Who approves the work? What has been tried before? What must be avoided?
Keep it short
One or two pages is enough. Ask the client to confirm in writing, and refer back to the brief when scope changes.