Creative Process
A better brief makes better work
The quality of a creative project is often decided before anyone opens a design tool. Here is how to write a brief that sets everyone up to succeed.
By Maya Bennett
· 5 min read
A brief is not a form to fill in. It is the first creative decision of any project, and it shapes everything that follows.
The context
When briefs are vague, teams fill the gaps with assumptions. Weeks later, the work looks polished but answers the wrong question, and everyone feels frustrated.
The principle
A strong brief focuses on the problem rather than the solution. It explains who the work is for, what needs to change and how success will be judged, while leaving room for the team to find the best answer.
Putting it into practice
Describe the problem in plain language, without jargon.
Name the audience and what you want them to think, feel or do.
Agree on two or three measures of success before work begins.
Conclusion
Better briefs lead to fewer revisions, clearer feedback and work that genuinely moves the business forward.
