You’re about to start a project that has a design component and you may or may not speak in colors, fonts, and graphics. How will you communicate what you need? Unfortunately, we aren’t all telepathic (but how cool would that be?) so, instead, you’ll need to work with your design team to put together a handy little document called a creative brief.
A creative brief brings everyone on the same page. It may seem like a lot of unnecessary questions, but the brief can be your golden ticket to a successful project. It sets expectations and it answers any unknowns before the work begins: What are the objectives and how will they be accomplished? What resources do we need? How will we measure the project’s success? What are the deadlines?
What’s included in a creative brief
- Audience - who are we targeting?
- Vision - is there a realistic vision in mind on both ends of the brief?
- Clearly articulated objectives - to stay on track and that align with business objectives.
- Results or expectations - what is to be accomplished? How do we measure success?
- Stakeholders - who are they? Who is responsible for making and/or approving decisions? How many people are involved, are they teams and/or responsible for different phases of the project?
- Background information - have we researched or done something similar to this before?
- Likes, dislikes and tone - input on vision to get a better sense of the aesthetic direction.
This document is more than just a checklist. It stays with the project from start to finish. It defends concepts and iterates decisions. It doesn’t have to be lengthy, but it should be easy to understand. It will become the go-to tool between the project owner and the designers to facilitate clear communication and act as an anchor to keep the project on track.
Creative and aesthetic choices become easier when designing with a creative brief. This means that the designer can ideally nail the concept the first or second time around and avoid unnecessary risks and detours — which may also mean that a long approval process can be shortened (something everyone can agree is a great thing.)
So next time you begin a creative component of a project save a lot of blood, sweat, and tears by utilizing your design team to help build a creative brief – it makes a world of difference. Have any tips for getting the best creative brief? Leave them in the comments below or tweet us over @igloosoftware.