How to Write a Creative Brief
A creative brief is a document that outlines the project’s objectives, target audience, brand guidelines, and other relevant details. Its function is to provide the photographer or creative team with a clear understanding of the project’s goals, so they can develop a concept and create visuals that meet the client’s expectations.
How to Write a Creative Brief
A creative brief typically includes the following elements:
Objective: A clear statement of the project's purpose and what the client wants to achieve through the visuals.
Target Audience: A description of the audience the visuals are intended to reach, including demographics, psychographics, and behaviour.
Key Messages: The main ideas the client wants the visuals to communicate, including tone and style.
Brand Guidelines: Information about the brand, including logo, colour scheme, and tone of voice.
Deliverables: A list of the required deliverables, including image formats, resolution, and usage rights.
Budget: An outline of the budget for the project, including any cost constraints.
Timeline: A timeline for the project, including key milestones and deadlines.
Three Examples of Creative Briefs
Advertising Campaign
Objective: To promote a new product to young, fashion-conscious women; Target Audience: Women aged 18-35 who are interested in fashion and beauty; Key Messages: Fun, trendy, and affordable; Brand Guidelines: Use our brand colours (pink and white), and showcase the product in a modern and playful way; Deliverables: 5-10 high-resolution images for use on social media, website, and print materials; Budget: $10,000; Timeline: 4 weeks.
Corporate Event
Objective: To capture high-quality photos of our annual conference for use on our website and in marketing materials; Target Audience: Business professionals and industry experts; Key Messages: Professional, informative, and engaging; Brand Guidelines: Use our brand colours (blue and white), and showcase the conference atmosphere and guest speakers; Deliverables: 100 high-resolution images for use on the website and in marketing materials; Budget: $5,000; Timeline: 1 day.
Product Launch
Objective: To create high-quality product images and lifestyle shots for our new fashion line; Target Audience: Women aged 18-35 who are interested in fashion; Key Messages: Sophisticated, chic, and modern; Brand Guidelines: Use our brand colours (black and gold), and showcase the products in a high-end, editorial-style shoot; Deliverables: 20 high-resolution images for use on social media, website, and print materials; Budget: $20,000; Timeline: 2 weeks.
