Writing an Effective Creative Brief for a Design Project
I remember a quote from a seminar on writing good briefs conducted by the Philippine Association of National Advertisers (PANA): "It is the miracle and magic of advertising that a structured, formal document can produce communication that touches people emotionally."
There are all types of creative briefs and methods for developing them. The approach you use is less important than the mission: communicate clearly and thoroughly what you want. In other words, provide detailed instructions.
Affinity Express has order management systems (AESB and IDEA) that guide our clients through all the critical details, from size to folding specifications to fonts that must be used. Essentially, our technical team created an electronic client brief to make it easier for clients to communicate. We give them an area for "Additional Instructions" in which they can write anything that might help inform the designers. They can also attach as many reference documents as possible to show styles they like, old versions of documents, color combinations that work well and more.
Whether you are a client and use Affinity Express or not, here is what you should include in your creative brief for your internal team members and outside providers.
What is the goal of the design? What are you trying to communicate and why? Last week, Kelly tasked me with the design of a tool to sell website services. She explained that such a tool would help our clients' sales people to sell, ultimately benefitting us with more orders for websites. We needed to communicate why it is important for small- to medium-sized businesses to have websites, the features provided and the fast turn times.