FOR CLIENTS & DESIGNERS
“Don’t!”
“Don’t what,” you may ask? Don’t write a creative brief? Yes, if you are the client, don’t write the creative brief. I know I’m going against what everyone tells you to do but this works, trust me.
A successful creative brief isn’t a document. It’s a mutual understanding of a creative vision between two parties. However, a document should be involved, I just don’t let my client fill it out. This is how I write an effective creative brief: I write it because I’m the designer.
“Preparation for the Creative Call”
In preparation for the creative call I have clients create a Pinterest Board of inspiration for their needs. Here is an example of a Pinterest Board a client created for me for their logo design. This helps me have an understanding of what the client is looking for before the first call.
“The Creative Call”
Once a client and a designer have agreed to do business, you have your first creative call. Note the emphasis on the “agreed to do business.” Don’t bother with the creative brief if the relationship is not in the bag.
I, as the designer, ask the client their creative needs. I ask questions from my creative brief and other questions that come to mind. From time to time, I’ll create a rebuttal Pinterest Board to test creative ideas with the client. This way I’ll know before hitting the artboard if I’m brainstorming in the wrong direction.
“Have the Designer Write the Creative Brief”
BOOM! Why? How many of us have had the introductory call that you thought went really well, but after you spent hours on a first draft the client says they had a different vision. You can bridge any verbal miscommunications that may have occurred unknowingly over the phone by having the designer write the brief and the client approving it.
“Have the Client Review the Creative Brief”
Once the client reviews the creative brief and approves that the designers successfully understand their needs, then the creative planning is sound. That said, no client has ever approved the first draft of the creative brief, for me at least. It comes back with a lot of red markups and track changes. This is good! Sometimes I misunderstand the client and sometimes they have a change of mind between the call and reading the brief. Either way, once I’ve written a creative brief that a client approves, the rest of all time is a better place.
“My Creative Brief Template”
This template is a work in progress. As new projects come across my desk I will find myself adding to or taking away items that I don’t use. Nevertheless, here is my template, feel free to use it. One last note for designers, I use check boxes as bullet points for function. As I’m working on the project and referencing the brief, I’ll check off boxes that I’ve implemented in the designs as I go. The ultimate above and beyond points go to designers that will survey individuals (of the corresponding audience) on their designs to see if they’ve hit the desired perceptions for that client’s branding.
