Standard Forms and Contracts - The Graphic Design: Reference and Specification - page 182

Who Uses a Creative Brief?
Boththeclientandthedesignteamusethecreativebrief.Creatingithelpsaclient
crystallizethesalientinformation,gathertheirthoughts,andresearchandidentifygoals
and objectives. It provides an opportunity for all stakeholders to give input and have
their say. It aids in client buy in of the resulting designs mostly because the client team
has all provided input.

For the designer, the brief provides relevant information to alleviate guesswork. Who
knowstheclient'sbusinessbetterthantheclient?Bygatheringthisinformationcon-
cisely in one document, the creative brief is a criteria for evaluation, outlining metrics
that indicate success, and ultimately holding the designer accountable—unless of
course, the designer can convince their client that the creative brief is wrong.

Designer Client

• Provides background and
foundation for design.
• Uncovers hidden truths
and apparent insights.
• Reveals personality and val-
ues of client as an organiza-
tion and as individuals.
• Aids in buy in because cli-
ent has had their say.
• Becomes the justification
for all designs presented
• Concisely informs all mem-
bers of the team.
• Provides criteria for evalu-
ation.
• Helps aid against off-target
creative and scope creep.

• Clarifies goals and
objectives
• Articulates facts and
assumptions
• Opportunity for all stake-
holders to provide input.
• Builds consensus.
• Provides criteria for evalu-
ation.
• Holds the designer account-
able.
• Indicates metrics for
success.

Value of
a Creative
Brief