SlideShare a Scribd company logo

9 Steps to Perfecting the Creative Brief

9
9

One of the most helpful ways you can ensure your designer delivers work that wows you is by telling them exactly what you’re looking for up front. That’s where your creative brief comes in. Here, Tim Reid of The Small Business Big Marketing Show and Aleks Witko of 99designs will walk you through the best practices of writing a great creative brief—one that puts your designer on the right track for delivering you a design solution that truly fits your business and your brand.

9 Steps to Perfecting the Creative Brief

1 of 25
Download to read offline
The Creative Brief
9 Steps to Perfecting
Brought to you by
9 Steps to Perfecting the Creative Brief
• 25 years in marketing
communications.
• Host of Australia’s #1
marketing podcast.
• Leading keynote speaker.
Tim Reid
9 Steps to Perfecting the Creative Brief
• Design at 99designs.
• Design consultant at IBM.
• Worked with many brands over
the years, including
Volkswagen, Nokia, Coca-cola,
Canon and more.
Aleks Witko
9 Steps to Perfecting the Creative Brief
• A detailed plan for a design
project. A blueprint.
• A key to successful outcomes.
• Fail to prepare, prepare to fail.
What is a
creative brief?
9 Steps to Perfecting the Creative Brief
When do I write a creative brief?
9 Steps to Perfecting the Creative Brief
• Helps you to write down and
structure ideas.
• Helps initiate a conversation
with your designer.
• Maintains clear direction.
Why should I
write a creative
brief?
Ad

Recommended

How to Write a Creative Brief
How to Write a Creative BriefHow to Write a Creative Brief
How to Write a Creative BriefBrightspace
 
6 How to write a creative brief
6 How to write a creative brief6 How to write a creative brief
6 How to write a creative briefFriday Explorer
 
Back to basics: Creative brief workshop
Back to basics: Creative brief workshopBack to basics: Creative brief workshop
Back to basics: Creative brief workshopBecky McOwen-Banks
 
How to write a Creative Brief
How to write a Creative BriefHow to write a Creative Brief
How to write a Creative BriefLuis Delgado
 
How to Create a Killer Creative Brief with Wild Alchemy
How to Create a Killer Creative Brief with Wild AlchemyHow to Create a Killer Creative Brief with Wild Alchemy
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
 
Hilmi on BRIEFS.
Hilmi on BRIEFS.Hilmi on BRIEFS.
Hilmi on BRIEFS.hilmiramlan
 
The creative briefing process and why it matters
The creative briefing process and why it mattersThe creative briefing process and why it matters
The creative briefing process and why it mattersEarnest
 

More Related Content

What's hot

How to write a killer agency creative brief
How to write a killer agency creative briefHow to write a killer agency creative brief
How to write a killer agency creative briefDavid Bell
 
The Creative Brief: Your Content Marketing Secret Weapon Content Jam 2015
The Creative Brief: Your Content Marketing Secret Weapon Content Jam 2015The Creative Brief: Your Content Marketing Secret Weapon Content Jam 2015
The Creative Brief: Your Content Marketing Secret Weapon Content Jam 2015Nancy Goldstein
 
The Creative Brief Lecture
The Creative Brief LectureThe Creative Brief Lecture
The Creative Brief Lecturemedinaciti
 
The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)
The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)
The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)Kunal Ghosh
 
Getting brilliant briefs from your client
Getting brilliant briefs from your clientGetting brilliant briefs from your client
Getting brilliant briefs from your clientKathryn Ellis
 
Creative Brief Blueprint
Creative Brief BlueprintCreative Brief Blueprint
Creative Brief Blueprintakn4fotos
 
Creative brief blueprint
Creative brief blueprintCreative brief blueprint
Creative brief blueprintakn4fotos
 
CitySpark Seminar - Testing your asumptions
CitySpark Seminar - Testing your asumptionsCitySpark Seminar - Testing your asumptions
CitySpark Seminar - Testing your asumptionsCityStarters
 
Creative Brief Workshop
Creative Brief WorkshopCreative Brief Workshop
Creative Brief WorkshopMr President
 
theIDEATOR - How to Pitch
theIDEATOR - How to PitchtheIDEATOR - How to Pitch
theIDEATOR - How to PitchLaura Faulconer
 
3 brief and briefing
3 brief and briefing3 brief and briefing
3 brief and briefingRbk Asr
 
Creative Brief Breakfast
Creative Brief BreakfastCreative Brief Breakfast
Creative Brief BreakfastGrand Union
 
EIA2017Italy - Federico Mammano - Your Product Market Fit S.T.A.R.T.S. from a...
EIA2017Italy - Federico Mammano - Your Product Market Fit S.T.A.R.T.S. from a...EIA2017Italy - Federico Mammano - Your Product Market Fit S.T.A.R.T.S. from a...
EIA2017Italy - Federico Mammano - Your Product Market Fit S.T.A.R.T.S. from a...European Innovation Academy
 
How to start your career in advertising
How to start your career in advertising How to start your career in advertising
How to start your career in advertising Lucio Ribeiro
 
A Social Media Creative Team's Dream Brief
A Social Media Creative Team's Dream BriefA Social Media Creative Team's Dream Brief
A Social Media Creative Team's Dream BriefHappy Marketer
 
Marketing brief – cheat sheet
Marketing brief – cheat sheetMarketing brief – cheat sheet
Marketing brief – cheat sheetBillVallis
 
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)CityStarters
 
AIA2018 - Tiffine Wang - Customer Persona Design & Validation
AIA2018 - Tiffine Wang - Customer Persona Design & ValidationAIA2018 - Tiffine Wang - Customer Persona Design & Validation
AIA2018 - Tiffine Wang - Customer Persona Design & ValidationEuropean Innovation Academy
 

What's hot (20)

How to write a killer agency creative brief
How to write a killer agency creative briefHow to write a killer agency creative brief
How to write a killer agency creative brief
 
The Creative Brief: Your Content Marketing Secret Weapon Content Jam 2015
The Creative Brief: Your Content Marketing Secret Weapon Content Jam 2015The Creative Brief: Your Content Marketing Secret Weapon Content Jam 2015
The Creative Brief: Your Content Marketing Secret Weapon Content Jam 2015
 
The Creative Brief Lecture
The Creative Brief LectureThe Creative Brief Lecture
The Creative Brief Lecture
 
The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)
The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)
The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)
 
Getting brilliant briefs from your client
Getting brilliant briefs from your clientGetting brilliant briefs from your client
Getting brilliant briefs from your client
 
Creative Brief Blueprint
Creative Brief BlueprintCreative Brief Blueprint
Creative Brief Blueprint
 
Creative brief blueprint
Creative brief blueprintCreative brief blueprint
Creative brief blueprint
 
CitySpark Seminar - Testing your asumptions
CitySpark Seminar - Testing your asumptionsCitySpark Seminar - Testing your asumptions
CitySpark Seminar - Testing your asumptions
 
Evaluating creative briefs
Evaluating creative briefsEvaluating creative briefs
Evaluating creative briefs
 
Creative Brief Workshop
Creative Brief WorkshopCreative Brief Workshop
Creative Brief Workshop
 
theIDEATOR - How to Pitch
theIDEATOR - How to PitchtheIDEATOR - How to Pitch
theIDEATOR - How to Pitch
 
3 brief and briefing
3 brief and briefing3 brief and briefing
3 brief and briefing
 
Creative Brief Breakfast
Creative Brief BreakfastCreative Brief Breakfast
Creative Brief Breakfast
 
Creative brief
Creative briefCreative brief
Creative brief
 
EIA2017Italy - Federico Mammano - Your Product Market Fit S.T.A.R.T.S. from a...
EIA2017Italy - Federico Mammano - Your Product Market Fit S.T.A.R.T.S. from a...EIA2017Italy - Federico Mammano - Your Product Market Fit S.T.A.R.T.S. from a...
EIA2017Italy - Federico Mammano - Your Product Market Fit S.T.A.R.T.S. from a...
 
How to start your career in advertising
How to start your career in advertising How to start your career in advertising
How to start your career in advertising
 
A Social Media Creative Team's Dream Brief
A Social Media Creative Team's Dream BriefA Social Media Creative Team's Dream Brief
A Social Media Creative Team's Dream Brief
 
Marketing brief – cheat sheet
Marketing brief – cheat sheetMarketing brief – cheat sheet
Marketing brief – cheat sheet
 
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
 
AIA2018 - Tiffine Wang - Customer Persona Design & Validation
AIA2018 - Tiffine Wang - Customer Persona Design & ValidationAIA2018 - Tiffine Wang - Customer Persona Design & Validation
AIA2018 - Tiffine Wang - Customer Persona Design & Validation
 

Viewers also liked

Red Bull Creative Brief
Red Bull Creative BriefRed Bull Creative Brief
Red Bull Creative BriefBefrank86
 
The Creative Brief: An Introduction
The Creative Brief: An IntroductionThe Creative Brief: An Introduction
The Creative Brief: An Introductionedward boches
 
Sample creative briefs
Sample creative briefsSample creative briefs
Sample creative briefsjosue_cerda
 
Vdis10002 lecture 2 design brief
Vdis10002 lecture 2  design briefVdis10002 lecture 2  design brief
Vdis10002 lecture 2 design briefVirtu Institute
 
The Good Brief - a no-frills guide to writing creative briefs
The Good Brief - a no-frills guide to writing creative briefsThe Good Brief - a no-frills guide to writing creative briefs
The Good Brief - a no-frills guide to writing creative briefsKam Fatt Chen
 
2014 writing a brief
2014 writing a brief2014 writing a brief
2014 writing a brieferikbohemia
 
2016 Design Innovation Project
2016 Design Innovation Project2016 Design Innovation Project
2016 Design Innovation Projecterikbohemia
 
Writing a great design brief
Writing a great design briefWriting a great design brief
Writing a great design briefCarol Feeley
 
Ogilvy DO Brief - Chester's big ideaL
Ogilvy DO Brief - Chester's big ideaLOgilvy DO Brief - Chester's big ideaL
Ogilvy DO Brief - Chester's big ideaLChester Lau
 
Writing a Design Brief
Writing a Design BriefWriting a Design Brief
Writing a Design Brieferikbohemia
 
Examples of Design Briefs
Examples of Design BriefsExamples of Design Briefs
Examples of Design BriefsR. Sosa
 

Viewers also liked (16)

Red Bull Creative Brief
Red Bull Creative BriefRed Bull Creative Brief
Red Bull Creative Brief
 
Creative brief
Creative briefCreative brief
Creative brief
 
BMW creative brief
BMW creative briefBMW creative brief
BMW creative brief
 
PayPal Creative Brief
PayPal Creative BriefPayPal Creative Brief
PayPal Creative Brief
 
The Creative Brief: An Introduction
The Creative Brief: An IntroductionThe Creative Brief: An Introduction
The Creative Brief: An Introduction
 
Sample creative briefs
Sample creative briefsSample creative briefs
Sample creative briefs
 
Vdis10002 lecture 2 design brief
Vdis10002 lecture 2  design briefVdis10002 lecture 2  design brief
Vdis10002 lecture 2 design brief
 
The Good Brief - a no-frills guide to writing creative briefs
The Good Brief - a no-frills guide to writing creative briefsThe Good Brief - a no-frills guide to writing creative briefs
The Good Brief - a no-frills guide to writing creative briefs
 
2014 writing a brief
2014 writing a brief2014 writing a brief
2014 writing a brief
 
2016 Design Innovation Project
2016 Design Innovation Project2016 Design Innovation Project
2016 Design Innovation Project
 
Writing a great design brief
Writing a great design briefWriting a great design brief
Writing a great design brief
 
Ogilvy DO Brief - Chester's big ideaL
Ogilvy DO Brief - Chester's big ideaLOgilvy DO Brief - Chester's big ideaL
Ogilvy DO Brief - Chester's big ideaL
 
Writing a Design Brief
Writing a Design BriefWriting a Design Brief
Writing a Design Brief
 
Examples of Design Briefs
Examples of Design BriefsExamples of Design Briefs
Examples of Design Briefs
 
Creating the Perfect Design Brief
Creating the Perfect Design BriefCreating the Perfect Design Brief
Creating the Perfect Design Brief
 
Creative Brief Workshop
Creative Brief WorkshopCreative Brief Workshop
Creative Brief Workshop
 

Similar to 9 Steps to Perfecting the Creative Brief

Design, Behind the Scenes 2.0
Design, Behind the Scenes 2.0Design, Behind the Scenes 2.0
Design, Behind the Scenes 2.0Jason Wright
 
Becoming a Web Design Champion
Becoming a Web Design ChampionBecoming a Web Design Champion
Becoming a Web Design ChampionMeagan Fisher
 
Power of Design (high-level introduction into Design for Project Managers)
Power of Design (high-level introduction into Design for Project Managers)Power of Design (high-level introduction into Design for Project Managers)
Power of Design (high-level introduction into Design for Project Managers)Mark König
 
10 Step Guide to Hiring a Designer
10 Step Guide to Hiring a Designer10 Step Guide to Hiring a Designer
10 Step Guide to Hiring a DesignerCTRServices
 
Introduction To Graphic Design - 2023.pdf
Introduction To Graphic Design - 2023.pdfIntroduction To Graphic Design - 2023.pdf
Introduction To Graphic Design - 2023.pdfRossMatthews19
 
30 GD1 Chapter 3a Design.pptx
30 GD1 Chapter 3a Design.pptx30 GD1 Chapter 3a Design.pptx
30 GD1 Chapter 3a Design.pptxmjb77ny
 
GD1 Chapter 3a Design.pptx
GD1 Chapter 3a Design.pptxGD1 Chapter 3a Design.pptx
GD1 Chapter 3a Design.pptxmjb77ny
 
136 19127 How To Be a Graphic Designer Without Losing Your Soul 07-09
136 19127 How To Be a Graphic Designer Without Losing Your Soul 07-09136 19127 How To Be a Graphic Designer Without Losing Your Soul 07-09
136 19127 How To Be a Graphic Designer Without Losing Your Soul 07-09Lia s. Associates | Branding & Design
 
Gd1 Chapter 3 - Design
Gd1 Chapter 3 - DesignGd1 Chapter 3 - Design
Gd1 Chapter 3 - Designmjb77ny
 
Introduction To Graphic Design - 2023.pdf
Introduction To Graphic Design - 2023.pdfIntroduction To Graphic Design - 2023.pdf
Introduction To Graphic Design - 2023.pdfRossMatthews19
 
WordCamp Asheville - How to find and hire a WordPress designer and developer
WordCamp Asheville - How to find and hire a WordPress designer and developerWordCamp Asheville - How to find and hire a WordPress designer and developer
WordCamp Asheville - How to find and hire a WordPress designer and developerDigital Strategy Works LLC
 
Design Sprints: Creating a Space for Collaboration and Innovation
Design Sprints: Creating a Space for Collaboration and InnovationDesign Sprints: Creating a Space for Collaboration and Innovation
Design Sprints: Creating a Space for Collaboration and InnovationMore Space For Light
 
Angel cube content week1
Angel cube content   week1Angel cube content   week1
Angel cube content week1AngelCubeMelb
 
Collaborative Sketching for UX - Razorfish 042115
Collaborative Sketching for UX - Razorfish 042115Collaborative Sketching for UX - Razorfish 042115
Collaborative Sketching for UX - Razorfish 042115Robert Stribley
 
Being a designer
Being a designerBeing a designer
Being a designerAhmad Firoz
 
Quovantis design principles
Quovantis design principlesQuovantis design principles
Quovantis design principlesQuovantis
 
Comm Art Unit 3 - Display Board for Design Fest!
Comm Art Unit 3 - Display Board for Design Fest!Comm Art Unit 3 - Display Board for Design Fest!
Comm Art Unit 3 - Display Board for Design Fest!MrLawler
 

Similar to 9 Steps to Perfecting the Creative Brief (20)

Design, Behind the Scenes 2.0
Design, Behind the Scenes 2.0Design, Behind the Scenes 2.0
Design, Behind the Scenes 2.0
 
Becoming a Web Design Champion
Becoming a Web Design ChampionBecoming a Web Design Champion
Becoming a Web Design Champion
 
Power of Design (high-level introduction into Design for Project Managers)
Power of Design (high-level introduction into Design for Project Managers)Power of Design (high-level introduction into Design for Project Managers)
Power of Design (high-level introduction into Design for Project Managers)
 
10 Step Guide to Hiring a Designer
10 Step Guide to Hiring a Designer10 Step Guide to Hiring a Designer
10 Step Guide to Hiring a Designer
 
Class22
Class22Class22
Class22
 
Introduction To Graphic Design - 2023.pdf
Introduction To Graphic Design - 2023.pdfIntroduction To Graphic Design - 2023.pdf
Introduction To Graphic Design - 2023.pdf
 
30 GD1 Chapter 3a Design.pptx
30 GD1 Chapter 3a Design.pptx30 GD1 Chapter 3a Design.pptx
30 GD1 Chapter 3a Design.pptx
 
GD1 Chapter 3a Design.pptx
GD1 Chapter 3a Design.pptxGD1 Chapter 3a Design.pptx
GD1 Chapter 3a Design.pptx
 
136 19127 How To Be a Graphic Designer Without Losing Your Soul 07-09
136 19127 How To Be a Graphic Designer Without Losing Your Soul 07-09136 19127 How To Be a Graphic Designer Without Losing Your Soul 07-09
136 19127 How To Be a Graphic Designer Without Losing Your Soul 07-09
 
Fantasy portfolio
Fantasy portfolioFantasy portfolio
Fantasy portfolio
 
Gd1 Chapter 3 - Design
Gd1 Chapter 3 - DesignGd1 Chapter 3 - Design
Gd1 Chapter 3 - Design
 
Introduction To Graphic Design - 2023.pdf
Introduction To Graphic Design - 2023.pdfIntroduction To Graphic Design - 2023.pdf
Introduction To Graphic Design - 2023.pdf
 
WordCamp Asheville - How to find and hire a WordPress designer and developer
WordCamp Asheville - How to find and hire a WordPress designer and developerWordCamp Asheville - How to find and hire a WordPress designer and developer
WordCamp Asheville - How to find and hire a WordPress designer and developer
 
Design tips
Design tipsDesign tips
Design tips
 
Design Sprints: Creating a Space for Collaboration and Innovation
Design Sprints: Creating a Space for Collaboration and InnovationDesign Sprints: Creating a Space for Collaboration and Innovation
Design Sprints: Creating a Space for Collaboration and Innovation
 
Angel cube content week1
Angel cube content   week1Angel cube content   week1
Angel cube content week1
 
Collaborative Sketching for UX - Razorfish 042115
Collaborative Sketching for UX - Razorfish 042115Collaborative Sketching for UX - Razorfish 042115
Collaborative Sketching for UX - Razorfish 042115
 
Being a designer
Being a designerBeing a designer
Being a designer
 
Quovantis design principles
Quovantis design principlesQuovantis design principles
Quovantis design principles
 
Comm Art Unit 3 - Display Board for Design Fest!
Comm Art Unit 3 - Display Board for Design Fest!Comm Art Unit 3 - Display Board for Design Fest!
Comm Art Unit 3 - Display Board for Design Fest!
 

Recently uploaded

Basics of Financial Planning in a Startup
Basics of Financial Planning in a StartupBasics of Financial Planning in a Startup
Basics of Financial Planning in a StartupAlok Nikhil Jha
 
VENTURE CAPITAL FINANCING - CONCEPT, PURPOSE AND SCHEMES. pptx
VENTURE CAPITAL FINANCING - CONCEPT, PURPOSE AND SCHEMES. pptxVENTURE CAPITAL FINANCING - CONCEPT, PURPOSE AND SCHEMES. pptx
VENTURE CAPITAL FINANCING - CONCEPT, PURPOSE AND SCHEMES. pptxVISHALI SELVAM
 
墨尔本大学毕业证制作流程unimelb毕业证文凭学历学位认证
墨尔本大学毕业证制作流程unimelb毕业证文凭学历学位认证墨尔本大学毕业证制作流程unimelb毕业证文凭学历学位认证
墨尔本大学毕业证制作流程unimelb毕业证文凭学历学位认证8cuw8kc0
 
Rob Tolley London - How to Become a Better Problem Solver
Rob Tolley London - How to Become a Better Problem SolverRob Tolley London - How to Become a Better Problem Solver
Rob Tolley London - How to Become a Better Problem SolverRob Tolley
 
Small startups can be big too by Adrian Marin
Small startups can be big too by Adrian MarinSmall startups can be big too by Adrian Marin
Small startups can be big too by Adrian MarinAdrianMarin52
 
Cell C Dream Team Training Doc 2024.pdf
Cell C Dream Team Training Doc 2024.pdfCell C Dream Team Training Doc 2024.pdf
Cell C Dream Team Training Doc 2024.pdfAnga Jubase
 
December-Entrepreneur-First-Web-Version.pptx
December-Entrepreneur-First-Web-Version.pptxDecember-Entrepreneur-First-Web-Version.pptx
December-Entrepreneur-First-Web-Version.pptxEntrepreneur One Magazine
 
宾州州立大学毕业证制作流程PSU毕业证文凭学历学位认证
宾州州立大学毕业证制作流程PSU毕业证文凭学历学位认证宾州州立大学毕业证制作流程PSU毕业证文凭学历学位认证
宾州州立大学毕业证制作流程PSU毕业证文凭学历学位认证8cuw8kc0
 

Recently uploaded (9)

Basics of Financial Planning in a Startup
Basics of Financial Planning in a StartupBasics of Financial Planning in a Startup
Basics of Financial Planning in a Startup
 
VENTURE CAPITAL FINANCING - CONCEPT, PURPOSE AND SCHEMES. pptx
VENTURE CAPITAL FINANCING - CONCEPT, PURPOSE AND SCHEMES. pptxVENTURE CAPITAL FINANCING - CONCEPT, PURPOSE AND SCHEMES. pptx
VENTURE CAPITAL FINANCING - CONCEPT, PURPOSE AND SCHEMES. pptx
 
墨尔本大学毕业证制作流程unimelb毕业证文凭学历学位认证
墨尔本大学毕业证制作流程unimelb毕业证文凭学历学位认证墨尔本大学毕业证制作流程unimelb毕业证文凭学历学位认证
墨尔本大学毕业证制作流程unimelb毕业证文凭学历学位认证
 
Rob Tolley London - How to Become a Better Problem Solver
Rob Tolley London - How to Become a Better Problem SolverRob Tolley London - How to Become a Better Problem Solver
Rob Tolley London - How to Become a Better Problem Solver
 
Small startups can be big too by Adrian Marin
Small startups can be big too by Adrian MarinSmall startups can be big too by Adrian Marin
Small startups can be big too by Adrian Marin
 
Cell C Dream Team Training Doc 2024.pdf
Cell C Dream Team Training Doc 2024.pdfCell C Dream Team Training Doc 2024.pdf
Cell C Dream Team Training Doc 2024.pdf
 
December-Entrepreneur-First-Web-Version.pptx
December-Entrepreneur-First-Web-Version.pptxDecember-Entrepreneur-First-Web-Version.pptx
December-Entrepreneur-First-Web-Version.pptx
 
The Book of Success
The Book of SuccessThe Book of Success
The Book of Success
 
宾州州立大学毕业证制作流程PSU毕业证文凭学历学位认证
宾州州立大学毕业证制作流程PSU毕业证文凭学历学位认证宾州州立大学毕业证制作流程PSU毕业证文凭学历学位认证
宾州州立大学毕业证制作流程PSU毕业证文凭学历学位认证
 

9 Steps to Perfecting the Creative Brief

  • 1. The Creative Brief 9 Steps to Perfecting Brought to you by
  • 2. 9 Steps to Perfecting the Creative Brief • 25 years in marketing communications. • Host of Australia’s #1 marketing podcast. • Leading keynote speaker. Tim Reid
  • 3. 9 Steps to Perfecting the Creative Brief • Design at 99designs. • Design consultant at IBM. • Worked with many brands over the years, including Volkswagen, Nokia, Coca-cola, Canon and more. Aleks Witko
  • 4. 9 Steps to Perfecting the Creative Brief • A detailed plan for a design project. A blueprint. • A key to successful outcomes. • Fail to prepare, prepare to fail. What is a creative brief?
  • 5. 9 Steps to Perfecting the Creative Brief When do I write a creative brief?
  • 6. 9 Steps to Perfecting the Creative Brief • Helps you to write down and structure ideas. • Helps initiate a conversation with your designer. • Maintains clear direction. Why should I write a creative brief?
  • 7. 9 Steps to Perfecting the Creative Brief • If you have a business plan, you’ll already have done a lot of the ground work for your creative brief. • Here are 9 steps to perfecting your creative brief. How do I write a creative brief?
  • 8. 9 Steps to Perfecting the Creative Brief Background information
  • 9. 9 Steps to Perfecting the Creative Brief • What does your business do? • Mission and vision. • What problem is your business solving? • What makes you unique? Business background 1
  • 10. 9 Steps to Perfecting the Creative Brief • Put yourself into your customer’s shoes? • When is your customer? Who is your target audience? 2
  • 11. 9 Steps to Perfecting the Creative Brief • What are you actually trying to accomplish? • How will you do it? • How will you measure it? Objectives 3
  • 12. 9 Steps to Perfecting the Creative Brief Visual style
  • 13. 9 Steps to Perfecting the Creative Brief • Focus on a few key attributes. • If your brand was human, how would you describe them? Brand personality 4
  • 14. 9 Steps to Perfecting the Creative Brief • What you like and what you don’t like. • Show examples (e.g. with Pinterest board). • Give your designer a sense of ownership. Aesthetic 5
  • 15. 9 Steps to Perfecting the Creative Brief Deliverables
  • 16. 9 Steps to Perfecting the Creative Brief • How will people interact with what you’re creating. Context 6
  • 17. 9 Steps to Perfecting the Creative Brief • Try prepare content before your designer starts. Content can significantly change designs. • Your designer won’t always know all the requirements. Content 7
  • 18. 9 Steps to Perfecting the Creative Brief • Understand what files you need to give your printer. • Digital? Print? Formats? • Your designer will be able to help, but will need to know a few things first. Files 8
  • 19. 9 Steps to Perfecting the Creative Brief • Be explicit about when things should be delivered. • Create checkpoints for reviewing progress. • Parkinson’s law. Timelines 9
  • 20. 9 Steps to Perfecting the Creative Brief Common mistakes
  • 21. 9 Steps to Perfecting the Creative Brief Target audience too broad
  • 22. 9 Steps to Perfecting the Creative Brief Too much or too little direction
  • 23. 9 Steps to Perfecting the Creative Brief Keeping feedback relevant
  • 24. 9 Steps to Perfecting the Creative Brief Great business starts with
 great design. 99designs.com twitter.com/99designsBiz 99designs.com/customer-blog Logos,websitesandmore
  • 25. 9 Steps to Perfecting the Creative Brief Give your
 small business
 a big boost.