From vision to execution: The case for a creative brief

When the projects pile up and time is running short, it’s easy to dive straight into creative execution. However, without a clear roadmap, even the best creative teams can lose their way, leading to more time and work. This is where a creative brief can come in handy. 

A creative brief is more than just a project outline—it’s a tool that can unlock the creative process, align team understanding, and serve as a touchpoint for future projects. Whether for a single project or a full campaign, a strong creative brief can be an essential asset for a creative team’s success.

Below are three key reasons to take the time to map out a creative brief with your project team.

1. Allows the Team to Think Through the Elements of a Project
   The simple process of building a creative brief allows the team to identify the creative elements and process that will most effectively tackle the project goals. By laying out the creative elements upfront, everyone involved can assess what’s needed to bring the vision to life. This step encourages critical thinking, forces clarity, and reduces the likelihood of overlooking important details. A good creative brief may even raise important questions and identify gaps in knowledge to successfully complete the project.
2. Ensures All Team Members are on the Same Page
   One of the greatest challenges in creative projects is ensuring everyone involved understands the vision. A creative brief aligns the team by providing a single point of reference for the project’s creative guiding principles. Crafting and agreeing upon the elements within the creative brief ensures all team members are working toward the same goals. This unity is especially important in larger teams or cross-functional collaborations, where misalignment can lead to delays or inconsistencies.
3. Serves as a Resource for Future Projects
   Another advantage of a creative brief is its long-term value. Once a project is completed, the brief can be archived as a reference for future work. By reviewing past briefs, teams can revisit the creative process for previous efforts to gain insights and inspiration. This document serves as a repository of insights, helping teams avoid past mistakes and replicate successful strategies. Over time, these briefs can become a playbook for the team, streamlining future creative endeavors.

Resources

Notice that we didn’t tell you how to write the perfect creative brief? That’s because a creative brief can be unique to a team’s needs. Below are a few helpful resources to building your own creative brief template:

• How to Write a Creative Brief in 11 Simple Steps (Hubspot)
• 8 things to consider when writing a creative brief (Creative Boom)
• 40 Creative Brief Templates & Examples (Template Lab)

If you have additional questions about writing creative briefs, please reach out to the University Relations Creative Services team at susanh@umn.edu.