Data shows that creative design is reshaping products, portfolios, and industry standards at more than 70% of companies.
If creative design is so important, doesn’t it also make sense to invest time and money on writing a good creative brief?
Before the actual work of designing an infographic, launching a PPC campaign, or even beginning to pull ideas together in the early stages, you need to be sure that you have a solid creative brief.
The creative brief is the foundation upon which the work of any creative project will be done, but all too often projects fall short because of poorly written, bloated, non-actionable, ambiguous creative briefs.
And what’s arguably a bigger problem than a poorly written creative brief? The process (or lack thereof) that led to its creation.
In this Process Street article, I’ll try to address the elements that make up a good creative brief, but perhaps more importantly, I’ll look at how to build a process for creative brief writing; one that’s consistent, reliable, and gets the job done.