Creative Brief
Card ID: CRE-{PROJECT}-{NNNN}
Version: 1.0
Status: Draft | Approved | In Production | Complete
Project: {PROJECT_NAME}
Due Date: {DATE}
Owner: {OWNER_NAME}
Project Overview
What We're Creating
| Field | Value |
|---|
| Project name | {Name} |
| Deliverables | {List of assets} |
| Campaign/initiative | {Parent campaign} |
| Final delivery date | {Date} |
Background
{2-3 sentences on why this project exists and what business need it addresses}
Objectives
Business Objective
{What business outcome this creative should achieve}
Creative Objective
{What the creative specifically needs to accomplish}
Success Metrics
| Metric | Target |
|---|
| {Metric 1} | {Target} |
| {Metric 2} | {Target} |
Target Audience
Primary Audience
| Attribute | Detail |
|---|
| Who | {Demographics, role, industry} |
| Current mindset | {What they think/feel now} |
| Desired mindset | {What we want them to think/feel} |
| Pain points | {Challenges they face} |
| Motivations | {What drives them} |
Audience Insights
{Key insight about the audience that should inform creative}
Message
Single Most Important Message
{One sentence the audience must take away}
Supporting Messages
| Priority | Message |
|---|
| Secondary | {Supporting message 1} |
| Tertiary | {Supporting message 2} |
Tone & Voice
| Attribute | Description |
|---|
| Tone | {Aspirational / Professional / Playful / Urgent / etc.} |
| Voice | {How we speak - brand voice characteristics} |
| Energy | {Calm / Dynamic / Intense / Soothing / etc.} |
Required Copy Points
Copy to Avoid
- {Phrase or theme to avoid}
- {Phrase or theme to avoid}
Creative Direction
Visual Direction
{Description of desired look and feel}
Mood/Inspiration
| Reference | What We Like About It |
|---|
| {Link/image} | {What to take from it} |
| {Link/image} | {What to take from it} |
| {Link/image} | {What to take from it} |
Color Direction
| Usage | Colors |
|---|
| Primary | {Colors} |
| Secondary | {Colors} |
| Accent | {Colors} |
Imagery Style
| Attribute | Direction |
|---|
| Photography | {Style, subjects} |
| Illustration | {Style if applicable} |
| Icons | {Style if applicable} |
| Graphics | {Style} |
Typography
| Usage | Direction |
|---|
| Headlines | {Font, style} |
| Body | {Font, style} |
| CTAs | {Font, style} |
Deliverables
Asset List
| Asset | Format | Dimensions | Quantity | Use |
|---|
| {Asset 1} | {Format} | {WxH} | {#} | {Where used} |
| {Asset 2} | {Format} | {WxH} | {#} | {Where used} |
| {Asset 3} | {Format} | {WxH} | {#} | {Where used} |
File Specifications
| Spec | Requirement |
|---|
| Color mode | RGB / CMYK |
| Resolution | {DPI} |
| File formats | {PNG, JPG, PDF, etc.} |
| Max file size | {Size} |
| Naming convention | {Convention} |
Brand Requirements
Brand Elements
| Element | Usage |
|---|
| Logo | {Placement, size requirements} |
| Colors | {Approved colors from brand guide} |
| Fonts | {Approved fonts} |
| Photography | {Style guidelines} |
Brand Guidelines Reference
Link: {URL to brand guidelines}
Legal Requirements
Competitive Context
What Competitors Do
| Competitor | Their Approach |
|---|
| {Competitor 1} | {What their creative looks like} |
| {Competitor 2} | {What their creative looks like} |
How We Differentiate
{How our creative should stand apart}
Timeline
| Milestone | Date |
|---|
| Brief approval | {Date} |
| Concept presentations | {Date} |
| Concept approval | {Date} |
| First draft | {Date} |
| Feedback round 1 | {Date} |
| Revisions | {Date} |
| Final approval | {Date} |
| Delivery | {Date} |
Review Process
| Round | Reviewers | Focus |
|---|
| Concept | {Names} | Direction alignment |
| Draft 1 | {Names} | Execution feedback |
| Final | {Names} | Approval |
Budget
| Category | Amount |
|---|
| Creative development | ${} |
| Production | ${} |
| Stock/assets | ${} |
| Total | ${} |
Team
Project Team
| Role | Name | Responsibility |
|---|
| Project owner | {Name} | Brief, approvals |
| Creative lead | {Name} | Concept, execution |
| Designer | {Name} | Design production |
| Copywriter | {Name} | Copy development |
| Approver | {Name} | Final sign-off |
Agency/Vendor (if applicable)
| Vendor | Contact | Role |
|---|
| {Agency} | {Name} | {Scope} |
Appendix
A. Existing Assets
| Asset | Location | Notes |
|---|
| {Asset} | {Link} | {How to use} |
B. Copy Document
{Link to detailed copy}
C. Previous Campaign Reference
{Links to previous work for context}
Approval
| Role | Name | Status | Date |
|---|
| Requestor | | | |
| Brand | | | |
| Legal | | | |
| Final | | | |
Version History
| Version | Date | Author | Changes |
|---|
| 1.0 | {DATE} | {Name} | Initial brief |
Template version: 1.0 | MMK Framework
