A creative brief is a document created through meetings or interviews between a client and designer before the project is started. A creative brief helps designers understand what a client wants, helps clients know what they want, and helps avoid unrealistic expectations.
A creative brief includes:
Useful background information
Project overview
Existing files to be used
Objective
Target market
Image and tone
Thoughts on design
Other
Useful Background Information
This includes anything that would be relevant to the project like when the business was founded, their mission statement, what the company does, etc.
Project Overview
What is the purpose of the project? This typically includes what the client wants done at the end of the project.
Existing Files to Be Used
This is is an optional part of the brief where a client can supply logos, letter heads, or some company design they want included in the project.
Objective
The objective is what the client wants to come out of this project. This could mean a new logo, new brand, or updating their company look.
Target Market
The target market is who the company wants the project to appeal to. This could include different age groups, social groups, behavior, etc.
Image and Tone
How a client wants their business to be perceived. For example, if a client's business is new they might want to be perceived as established, professional, and forward-thinking.
Thoughts On Design
This is where the client can let the designer know what they want and expect for the project. They can specify what they specifically want and don't want in color, overall design, and theme.
Other
This is an optional section for notes like a due date or something that doesn't fit in with the other sections of the brief.
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