One of the most underrated and often overlooked parts of a creative process is creating a good creative brief.

For those who are unfamiliar with what a creative brief is, it is a concise document that aggregates and synthesises information relevant to setting the vision and direction for whatever is being designed.

Interestingly, there still seems to be many designers questioning the value of a creative brief, and many have a misconception that it needs to be a lengthy or complex exercise.

I have also observed a misunderstanding in large scale projects that a creative brief becomes redundant or repetitive if there has already been an initial discussion with the client about the project intent and objectives.

The essence of a creative brief is simply to help a designer distill down the problem they are trying to tackle, and provide a clear and agreed framework (between the designer, client and project team) on the boundaries in which to design within.

A creative brief doesn’t need to be a laborious task. It can be as small as a few bullet points on a page, or as big as a multi-page document dependent on the scale and complexity of the project. The right approach depends on what will provide the most value and insight for the designer on what needs to be considered, whilst still being simple enough for them to reference during the design process to ensure they are still on the correct path.

A creative brief will often be created at the outset of the project between a client and the designer (or design team) to agree on the project intent, objectives and areas of consideration. In many creative agencies this process is led by the Account lead or Producer who can help interpret the client requirements for the designer.

In contrast, in larger digital transformational type projects (like we have at Deloitte Digital), a designer may join a project team after an initial strategy and research phase where an overarching project brief has already been set. Even in these circumstances, a creative brief is important as it is an opportunity for a designer and project team to reflect on the information that has already been provided, and synthesis it into relevant information that can inform their design. It also allows the opportunity for the designer to identify any information that might have been missed. This is particularly relevant if the client’s brand and brand aspirations have not been fully explored.

• A creative brief is a concise explanation of strategy, goals & intent of project.
• It provides a designer a blueprint and guide on how to approach the creation of the solution they are about to undertake.
• It should be a document that is regularly referred during the design process to ensure the solution is aligned with objectives and expectations.

• A creative brief is an agreed and aligned vision for all parties (Client, Designer & Project team) and should highlight their aspirations for the project.
• It should summarise what success looks like for the project and how the impact of the solution will be measured.

A creative brief is not a fixed approach. The detail and questions should adapt to what is appropriate for the project. It should be sympathetic to the scale of the project and what will give the designer the best insight into the context and boundaries to work within.

A creative brief is not a set and forget. It should be continually referred to and even adapted through the process. If things change or new elements unearthed that is worth sharing and agreeing on with the designer, project team and client.