Creative Brief Template

Project Name: [Project Name]
Client/Brand: [Company/Brand]
Prepared By: [Name/Team]
Date: [Date]
Version: [v1.0]
Primary Contact: [Name/Email/Phone]

1. Background and Context

1.1 What’s happening and why now? [Short context].
1.2 Problem to solve: [What challenge this addresses].
1.3 Opportunity: [What success unlocks].

2. Objectives

2.1 Primary objective: [Increase sign-ups, drive sales, improve awareness, etc.].
2.2 Secondary objectives (optional): [List].
2.3 Success metrics/KPIs: [CTR, conversions, CAC, downloads, leads, etc.].

3. Target Audience

3.1 Primary audience: [Who].
3.2 Secondary audience (optional): [Who].
3.3 Audience insights:

• Needs/pain points: [__]

• Motivations: [__]

• Objections: [__]

• Where they discover: [Channels]

4. Core Message and Positioning

4.1 Single most important message: [One sentence].
4.2 Supporting points (3–5):

• [Point 1]

• [Point 2]

• [Point 3]

4.3 Value proposition: [Short statement].
4.4 Call to action (CTA): [Sign up / Book a demo / Buy now / Learn more].
4.5 Proof points (optional): [Stats, reviews, certifications].

5. Tone, Style, and Brand Guidelines

5.1 Tone: ☐ friendly ☐ premium ☐ bold ☐ authoritative ☐ playful ☐ minimal ☐ other: [].
5.2 Must follow brand guidelines: ☐ yes ☐ no. If yes, link/location: [].
5.3 Words/phrases to use: [].
5.4 Words/phrases to avoid: [].
5.5 Visual references (optional): [Links/moodboard notes].

6. Deliverables

6.1 Deliverables requested (list):

• [Deliverable 1: format + size + quantity]

• [Deliverable 2]

• [Deliverable 3]

6.2 Required file formats: ☐ PNG ☐ JPG ☐ PDF ☐ MP4 ☐ HTML ☐ Figma ☐ other: [__].
6.3 Channel placements: [Meta ads, Google, website, email, print, etc.].
6.4 Accessibility requirements (optional): [Alt text, captions, contrast].

7. Mandatory Requirements

7.1 Must include: [Logo, disclaimer, URL, phone number, legal text, hashtags].
7.2 Must not include: [Restricted claims, competitor mentions, etc.].
7.3 Compliance notes (optional): [Industry restrictions].

8. Timeline and Milestones

8.1 Kickoff date: [Date].
8.2 First draft due: [Date].
8.3 Review/feedback due: [Date].
8.4 Final delivery due: [Date].
8.5 Launch date (if applicable): [Date].
8.6 Time zone: [Time zone].

9. Budget (Optional)

9.1 Budget range: $[] (or “TBD”).
9.2 Production costs covered: ☐ by client ☐ by agency ☐ shared (details).
9.3 Paid media budget (if applicable): $[].

10. Stakeholders and Approval Process

10.1 Stakeholders: [Names/roles].
10.2 Final approver: [Name].
10.3 Review process: ☐ async comments ☐ meeting ☐ other: [].
10.4 Number of revision rounds included: [].

11. Assets and Inputs Provided by Client

11.1 Brand files: [Logos, fonts, colors].
11.2 Content: [Copy, product shots, screenshots].
11.3 Links: [Landing pages, signup pages].
11.4 Accounts/access: [Ad account, CMS access].

12. Risks and Assumptions (Optional)

12.1 Assumptions: [What must be true].
12.2 Risks: [What could block delivery].
12.3 Dependencies: [Approvals, vendor assets].

Signatures

Prepared By: [Name/Title]
Date: [Date]
Signature: ___________________________

Approved By (Optional): [Name/Title]
Date: [Date]
Signature: ___________________________