Brand strategy

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Writing a creative brief

Lesson 19 of 20 in Brand strategy.

Writing a Creative Brief That Inspires | D&AD Masterclass · D&AD - Creative Advertising, Design and Digital
Lesson

A brief is a decision document, not a summary of everything known. Its job is to narrow, and a brief that narrows nothing has been written to avoid an argument that will now happen later, at the presentation, at much greater cost.

who is it for1what do they think now2what should they think3why would they believe it4what are we making5a brief that cannot answer the second one is a wish list
The five questions a brief has to answer before anyone opens a file.
A heap of pages, photos, notes and charts pours into a funnel whose spout releases one clean sheet with an arrow pointing to a target, beside a designer at a desk.
Everything known about a project goes into the funnel, and one sheet pointing at a single target comes out. A brief exists to narrow things down before design starts.
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  1. Question 1, locked

    Which of these words means this? “One page telling a designer what problem to solve and how success will be judged.”

    • Point of parity
    • Distinctiveness
    • Meaningful differentiation
    • Creative brief
  2. Question 2, locked

    Which of these words means this? “The one thing the work must land. One, not three.”

    • Single-minded proposition
    • Codification
    • Uniqueness
    • Fame
  3. Question 3, locked

    Which of these words means this? “What must appear. Legal lines, sizes, formats. Kept separate from the argument.”

    • Discovery
    • Mandatory
    • Single-minded proposition
    • Creative brief

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