Free creative brief template
Brief designers, writers or an agency on a campaign: objective, audience, key message, deliverables and timeline.
What's in this template
Creative brief: [Project or campaign name]
Client or brand: [Name] Project owner: [Name] Date: [Date]
Background
[Two or three sentences on the brand, the situation and why this project is happening now.]
Objective
[What this work must achieve, ideally measurable, e.g. drive 5,000 sign-ups for the spring launch.]
Target audience
- Who: [Age, role, lifestyle or industry]
- What they think now: [Current perception or behavior]
- What we want them to think or do: [Desired change]
Key message
[The single most important thing the audience should take away, in one sentence]
Supporting points
- [Proof point or benefit 1]
- [Proof point or benefit 2]
- [Proof point or benefit 3]
Tone and style
[Three to five words, e.g. warm, confident, playful. Note any brand guidelines to follow.]
Deliverables
- [Asset, format and size]
- [Asset, format and size]
- [Asset, format and size]
Mandatories
- [Logo, legal line or required wording]
- [Things to avoid]
Timeline and budget
- First concepts: [Date]
- Final delivery: [Date]
- Launch: [Date]
- Budget: $[amount]
Approvals
[Name and role of who signs off]