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DESIGN


HOW TO WRITE A CREATIVE BRIEF (WITH DETAILED EXAMPLES & TEMPLATES)

Haillie Parker

Writer

June 15, 2023

14min read

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TABLE OF CONTENTS

What Is a Creative Brief? What Belongs in a Creative Brief How to Write a
Creative Brief Step 1: Give the project a proper name Step 2: Coordinate your
objectives with long-term goals Step 3: Identify your target audience Step 4:
Solidify your messaging strategy Step 5: Determine the final deliverables Step
6: Budget your time and resources Step 7: Set your milestones, then the timeline
Step 8: Name your key players Step 9: Lock in the brief Creative Brief Examples
Creative Brief Templates 1. Creative Brief Document Template by ClickUp 2.
Creative Brief Demand Planning Template by ClickUp 3. Creative Brief Whiteboard
Template by ClickUp

As Boromir once said in the cinematic masterpiece The Lord Of The Rings, “One
does not simply make a funny video.” 🤌

OK, we took some artistic liberties—but the sentiment rings true! You can’t just
whip up a creative project from scratch and expect it to be successful. 

Creative projects require careful research, intentional planning, and
collaboration to make a splash. And before teams can hit the ground running,
these elements must be packaged together in an informative document known as the
creative brief. ✨

But how do you know if your creative brief is checking every box?

Follow along to learn everything you need to know to build an effective creative
brief including a detailed outline, step-by-step workflow, top examples, and
more. Plus, access to customizable creative brief templates!


This Article Contains:
 * What Is a Creative Brief?
 * What Belongs in a Creative Brief 
 * How to Write a Creative Brief 
   * Step 1: Give the project a proper name
   * Step 2: Coordinate your objectives with long-term goals
   * Step 3: Identify your target audience 
   * Step 4: Solidify your messaging strategy
   * Step 5: Determine the final deliverables
   * Step 6: Budget your time and resources
   * Step 7: Set your milestones, then the timeline
   * Step 8: Name your key players
   * Step 9: Lock in the brief
 * Creative Brief Examples
 * Creative Brief Templates
   * 1. Creative Brief Document Template by ClickUp
   * 2. Creative Brief Demand Planning Template by ClickUp
   * 3. Creative Brief Whiteboard Template by ClickUp


WHAT IS A CREATIVE BRIEF?

A creative brief is a short but informative document outlining the main details
of any creative project and leads the team from ideation through the final
deliverables. It’s the key to creating your roadmap and solidifying must-know
information like:

 * Project requirements
 * Brand guidelines
 * Creative assets
 * Purpose
 * Audience and messaging
 * KPIs
 * Scope and timeline

And more—depending on your project! 🎨

Creative briefs are standard practice for most agencies and marketing teams. And
like a design brief, the creative brief begins with a request from a client,
company stakeholder, or another department within your organization.

While the team developing the project ultimately owns the creative brief,
constructing it is a collaborative effort between everyone involved. 

Easily format and collaborate on Docs alongside the team without overlap in
ClickUp

Start by discussing the request itself. Go into this meeting with the intention
of understanding the requestor or client’s vision, mission, and purpose to find
the elements that really matter to them. From there, you can address any
immediate challenges and offer your industry expertise to bring the project to
life. 

The goal is to get everyone on board with the project plan—especially your
stakeholders. With the requirements set in stone, design teams, writers, and
marketers will know exactly how creative to get with your project and what’s
expected.


WHAT BELONGS IN A CREATIVE BRIEF 

What makes standardizing creative briefs so difficult is the ever-changing
nature of each individual project. But that’s also what makes your brief so
valuable! 

Collaborate with clients or internal teams more effectively with virtual
Whiteboards to spark innovation

A creative project could be almost anything—from launching a complex advertising
campaign to producing a web series. Each project will pose a distinct set of
challenges, but the creative brief is there to help creative teams identify and
solve those issues as quickly as possible.

Think of your creative brief as a reliable source of truth to refer back to
throughout the project process. Whether it’s to provide updates, cross reference
your work with the original plan, or double-check your messaging, the brief is
your North Star. ⭐️


HOW TO WRITE A CREATIVE BRIEF OUTLINE

At its core, your creative brief will answer the who, what, where, when, why,
and how of the project and grow increasingly more detailed as you move down the
page. 

But no matter what type of creative project you’re pursuing or how many versions
the brief takes on before its stamp of approval, there are a few non-negotiable
elements to ensure you’re outlining the top points in your creative brief, every
time:

 1. Project name and overview: Describe the purpose of the project
 2. Objectives and goals: The problems your project will solve and how it ties
    back to the company mission
 3. Target audience: The market segment that will benefit the most
 4. Messaging strategy: How you’ll reach your target audience
 5. Deliverables: The final assets
 6. Budget: How much the project will cost and how much the client is able to
    spend
 7. Timeline and milestones: The beginnings of your project roadmap
 8. Key stakeholders and sign-offs: Every main point of contact and a record of
    approvals throughout the project

ClickUp Docs allows rich formatting and slash commands to work more efficiently

For most creative projects, these eight fundamental elements will start you on
the right path. Depending on the complexity of your project, you might include
additional sections for clarity like:

 * Competitor research to differentiate the project from similar initiatives
 * Analyses of past projects to explain why they were (or weren’t) successful
 * Company background if your agency with working with a new client
 * Breakdowns of every call to action if the project requires multiple CTAs
 * Detailed distribution plans for long-term projects

Bear in mind—your creative brief should be, well, brief. Before you load up your
document with additional sections for the sake of being detailed, ask yourself
what value it’s adding to your creative brief and to everyone involved. 


HOW TO WRITE A CREATIVE BRIEF 

Even with your outline ready to go, there is a strategic approach to completing
your brief as efficiently as possible. Follow these steps to ensure your team
and stakeholders are on the same page throughout your creative briefing process
so no stone is left unturned! 

Visualize your project plans with over 15 views in ClickUp including List,
Board, and Calendar


STEP 1: GIVE THE PROJECT A PROPER NAME

Starting things off strong with one of the most crucial pieces of your
project—its name! Your project name should be clear and concise while
communicating the intent. It doesn’t have to be flashy or funny, but it should
resonate with your target audience and be compelling enough for them to want to
learn more. In a sense, the name is your project or business’ first impression.

The overview is where you can dissect the project name a little more for the
sake of the team. In a sentence or less, use your overview to answer any
questions that may remain from the project name to avoid miscommunication or
back-and-forth between stakeholders and the creative team. This could be a brief
explanation of what the project will be and its core message.


STEP 2: COORDINATE YOUR OBJECTIVES WITH LONG-TERM GOALS

With your project name and description in hand, you’re ready to outline your
main objectives and goals. Your objectives are detailed and project-specific.
It’s your opportunity to align the team on potential setbacks before they
happen, CTAs, and prove the project’s worth. 

Stay on track to hit your goals with clear timelines, measurable targets, and
automatic progress tracking

All of this starts by defining these key points:

 * The problem you’re addressing
 * How the project will solve it
 * Why it needs to happen

Nailing down the what, how, and why of your project will set the expectation for
what a successful outcome will look like when it’s all said and done. From
there, you can draw connections between the project’s more granular objectives
and the company’s larger goals or mission. 


STEP 3: IDENTIFY YOUR TARGET AUDIENCE 

View key information about your target audience including their motivations,
demographics, and professional history using the User Persona Template by
ClickUp

Your target audience is the group that will benefit most from your project or
campaign and tells the creative team who they’re connecting with. If you already
have user persona profiles created for your business, use those resources and
market research to build this section! You don’t have to tell your user’s life
story, but be sure to cover basic information including:

 * Demographics: Age, job title, education, marital status, and ethnicity
 * Behaviors: Buying trends and histories
 * Psychographics: Their general interests, opinions, and attitudes)
 * Location: Not just physical! Think about where to find your customer
   digitally


STEP 4: SOLIDIFY YOUR MESSAGING STRATEGY

Now that you know who you’re marketing to, you can strategize the best ways to
connect with them. Your messaging strategy is all about being in the right place
at the right time and speaking to your audience the way they want to be spoken
to. 

AKA, how will you distribute your creative project to the intended people?

Build and customize your user story map with a flexible and pre-formatted
whiteboard template in ClickUp

Consider the social media and online platforms your target audience most
commonly consumes, and create tailored content for those channels. This
forethought will help you make significant decisions like whether to create a
video, written post, or series of photos to draw your audience toward your
product or service. 

But it doesn’t stop there. Once your audience member visits your website,
reaches your CTA, or clicks on your link, be sure to greet them with consistent
and familiar messaging to guide them all the way through the funnel. 


STEP 5: DETERMINE THE FINAL DELIVERABLES

Ahh, now for the good stuff—what the project actually is. 

The prior sections of your creative brief are essential for justifying, setting
up, and framing your assets for a successful launch. But there are many ways to
interpret the project strategy and vision up to this point. Use this section to
eliminate any gray area and potential miscommunication by detailing exactly what
the creative team will provide. 

Easily customize your Whiteboards by adding in Docs, tasks, and more

Your final creative deliverables include all digital or physical media
requested, specific design elements, references to similar work, size or format
requirements, mockups, and more. To ensure your client or stakeholder is
completely satisfied with the final product, it’s better to lean into the
details than leave too much for the imagination. 


STEP 6: BUDGET YOUR TIME AND RESOURCES

It may not be your favorite part of the job, but it’s so important to be fully
transparent about your budget. Your budget isn’t a limitation, it helps the
creative team determine how creative they can get with the request. 

Be sure to note whether there’s a bit of wiggle room in the budget and when the
project has hit the maximum amount. Think of your budget like the bumper rails
on a bowling lane. Having these boundaries give the creative team clear
guidelines to work within.

Budget Project Management Template by ClickUp

If you need help with budgeting your project—try the ClickUp Budget Project
Management Template to break down every detail and cost.

And let’s not forget—the creative team members are experts in this! The
challenge of crafting projects within a predetermined set of requirements is
nothing new for them. 

With a crystal-clear budget to lead start the project off on the right foot, no
one will be disappointed or met with an unwanted surprise.

Download This Template


STEP 7: SET YOUR MILESTONES, THEN THE TIMELINE

When mapping out your timeline, it’s easier to start with the significant dates
in your project—also known as your project milestones! These benchmark events
include:

 * Your project kick-off
 * Creative brief approval
 * Draft reviews
 * Production completion
 * Final asset turnover

Visualize project Milestones with Gantt view in ClickUp

With these dates, you can flesh out the tasks between each milestone, subtasks,
dependencies, recurring meetings, and more. 

Your approved timeline and milestones will be the central resource for building
a detailed project roadmap and properly delegating the teams’ individual
workloads. 


STEP 8: NAME YOUR KEY PLAYERS

To establish full transparency with everyone involved, make sure you identify
each major player for the creative project. 

For the project manager, this clarifies each point of contact, their titles, and
final sign-offs. As for the project itself, this portion of the creative brief
also acts as a paper trail documenting whether certain aspects of the project
have been approved and when. 


STEP 9: LOCK IN THE BRIEF

Once you’ve taken the first pass at constructing your creative brief, send it
back to your client and stakeholders for final approval—then it’s time to put it
to use! 

After the creative brief has been reviewed and accepted, no further edits should
be made. But of course, all projects are different! If changes are made to the
brief at any point, be sure to thoroughly document, date, and share those
updates with everyone involved in a proper project meeting. 

Design approval workflow in ClickUp Mind Maps


CREATIVE BRIEF EXAMPLES

The outline and workflow we’ve covered will fit virtually any creative project.
But that doesn’t mean each brief will look the same. Briefs are the starting
point for every creative project—no matter how big or small. Some projects will
lean heavier into certain sections of the creative brief than others. Here are a
few creative brief examples to help you gauge the differences between projects.


ADVERTISING CAMPAIGN BRIEFS

Advertising and marketing campaign briefs range from somewhat simple to
extremely complex, depending on the scope of work. In this creative brief
example, you may want to include additional research, multiple visual
references, and several draft reviews to ensure the production and delivery goes
off without a hitch. 

This is also a great example of the type of project that may include more than
one CTA. While there will always be one primary purpose behind the campaign,
it’s important for the creative team and stakeholders to align on the marketing
KPIs, deliverables, and delivery process as quickly as possible. 

New to writing campaign briefs? The best place to start is with a customizable
template like the Campaign Brief Template by ClickUp!


CONTENT MARKETING BRIEFS

Embed live ClickUp Docs directly into Whiteboards to access important project
documents, research, and context without ever leaving your board

A content marketing creative brief guides the blog and SEO teams to develop
articles, copy, and materials that resonate with the company, its customers, and
beyond! The audience, objectives, messaging strategy, and timeline are crucial
in content marketing projects, especially if you’re following a tight content
calendar. 

Content marketing objectives include anything from increasing brand awareness to
generating potential sales leads. They are often created for the brand’s own
website, social media platforms, newsletters, or content database.

The project’s success is generally determined through website traffic,
engagement rates, conversions, and various social media metrics to tie back to
the company’s larger goals.

Many companies use these projects to establish their thought leadership by
partnering with third-party publications which requires a detailed brief to
properly follow a brand-specific tone of voice and style guidelines.


WEBSITE REDESIGN BRIEFS

Web design workflows are no small feat and open the door to tons of unique
creative elements including UX considerations, functional requirements, creative
process needs, and more! Website redesign briefs still follow the same basic
steps and structure but must be looked at through additional lenses:

 * Are the graphics, typography, and messaging consistent with the brand?
 * Can users easily navigate the website and reach the product or services with
   ease?
 * Does the design support the functionality you need? 

Create a highly visual and colorful Brand Book with the Brand Guidelines
Template by ClickUp

With so many elements to any website, there can be a lot of back and forth
between the designers and the client. To avoid draining your team with constant
review sessions and minor tweaks, make sure you as the creative project manager
set clear boundaries on the number of edits you’ll allow on the project before
the final deadline.

There’s no need to exceed two rounds.


CREATIVE BRIEF TEMPLATES

Even with a clear outline and step-by-step workflow, nothing beats a pre-built
and customizable template to streamline your creative brief process. 

These tools were designed to include every critical element to avoid errors that
may haunt you down the road. Your ideal creative brief template will seamlessly
integrate with your creative project management software and be easily tailored
to each project’s needs. 

ClickUp leads the charge when it comes to templates for creative and design
teams with its own vast Template Library. With over 1,000 templates and new ones
created every week, ClickUp has you covered—no matter your use case! Here are a
few of our favorite creative brief templates to jump-start your next project.


1. CREATIVE BRIEF DOCUMENT TEMPLATE BY CLICKUP

Creative Brief Template by ClickUp

If you’re looking for a carefully curated, beginner-friendly, and collaborative
creative brief template—this is it! The Creative Brief Document Template by
ClickUp is the secret to aligning the marketing team, stakeholders, and clients
on all creative project elements well before the project begins.

From defining your project’s purpose to outlining the budget, this template
breaks down every must-have creative brief element in an easy-to-use format with
pre-built tables, checklists, and prompts to guide you.

This ready-made ClickUp Doc also comes loaded with every powerful feature
ClickUp is known for including:

 * Threaded and assigned comments to streamline your editing process
 * Slash Commands to embed tasks, third-party websites, rich styling, and media
   for added context throughout your template
 * Nested pages to expand your creative brief into the production process and
   build a visual hierarchy
 * Simple @mentions to call members to your Doc
 * Custom sharing and permission settings to control who can edit or view your
   brief

And more! Access this template in all its glory at absolutely no cost

Download This Template


2. CREATIVE BRIEF DEMAND PLANNING TEMPLATE BY CLICKUP

Creative Brief Demand Planning Template by ClickUp

Use the Creative Brief Demand Planning Template by ClickUp on its own or pair it
with the template mentioned above to set clear goals before your creative
project. This template takes your traditional creative brief example a step
further with features to help you act on your ideas the moment inspiration
strikes you.

This intuitive List template is every creative project manager’s dream with five
Custom Statuses to visually convey progress, 20 Custom Fields to filter and sort
tasks in seconds, and seven custom views to manage your projects from every
angle. Among these many views, you’ll find:

 * A pre-built List to organize all of your creative work 
 * A creative brief Form to collect all necessary information from the client
 * Every accepted project is arranged in a clean Table view
 * A detailed project calendar to stay on top of deadlines and project
   Milestones

And much more. Especially if your agency juggles more than one creative project
at a time—this template is for you. 

Download This Template


3. CREATIVE BRIEF WHITEBOARD TEMPLATE BY CLICKUP

Creative Brief Whiteboard Template by ClickUp

We’re not saying we saved the best for last—but it’s certainly the most
interactive! The Creative Brief Whiteboard Template by ClickUp bridges the gap
between business and design to effectively communicate ideas and requirements
from the same highly visual canvas.

Unlike your typical digital whiteboard software, ClickUp Whiteboards connect
instantly to your workflow with the power to convert any text into actionable
tasks. This isn’t just a pre-structured diagram.

This template stays with you long after your own creative brief is approved with
workflow Automations, seven Custom Statuses, and nine Custom Fields to take the
edge off of your creative process. Plus, there are four ready-to-go project
views to help craft your timeline and workflows. 

Download This Template


TAKE YOUR CREATIVE BRIEFS FURTHER IN CLICKUP

OK, we covered a lot of material there. Let’s regroup, shall we? By now, you’ve
got:

 * The must-have elements of any creative brief
 * A detailed outline to craft your own
 * A step-by-step workflow 
 * Three creative brief examples
 * Multiple creative brief templates

All that’s left to do is log into ClickUp and watch your creative brief
transform before your very eyes!

ClickUp is the only productivity software powerful enough to centralize all of
your creative work in one collaborative platform. With over 1,000 integrations,
a vast Template Library, hundreds of project management features, and flexible
pricing, ClickUp is the one-stop-shop solution for teams across industries.

What’s not to love? Try ClickUp for free, today!

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