Creative Brief Engine

Effective creative work requires a clear creative brief.
Here’s the simple way to get one.

Basic info

Project objectives

What positive change do you wish to create?
What are your organisation’s goals?

See examples of project objectives

Project deliverables

What are your proposed items for this project and when should they be delivered?

Item Launch date
Add another

Target audience

Have you developed audience personas?

Well done. Please add a link to your personas in the Notes section below.

Which audiences are you reaching?

Does your audience know you already?

Gender ratio (male/female)

Age range

Share more about our audience


What do you believe is your Unique Selling Proposition? The single biggest factor most likely to persuade your audience to act?

For creative teams who are already familiar with your brand or business

A more detailed brief should result in more effective creative solutions

Project background

Share as much as you can about your project. Add links if you like. The more your creative team knows, the better they can help.


Which media channels will you use to take your message to your audience?

Choose from a list

Reasons to believe

You have promised the following:

Now list all the reasons your promise can be believed…

Please prioritise these reasons to believe, from most important to least important.

Brand personality

Effective brands have a consistent tone and manner that their audiences can relate to. This is called brand personality.

Brand personality often reflects how your main target audience sees themselves.

Choose one


An effective message triggers a response in its audience.

What do you want people to think?

Or what do you want people to do?


How should we measure success?


Is there anything that is compulsory for the creative team to follow, or include?

Guide to budgeting

Estimate the ROI of this brand building initiative in the first 12 months after it launches.

How could this project impact the following?

  • Sales revenue
  • Talent recruitment and retention costs
  • Success of new market entry/product launch
  • Perceived value of business to buyer or investor
  • Outcome of successfully navigating a pivotal time of change. Such as a strategic business shift or focus, M&A, new leadership, digital transformation, culture development, community engagement, ESG/CSR, milestone anniversary

Rule of thumb: your budget should be 10% of the estimated project ROI in year one


Anything else useful you can share? Competitor references? Examples of previous campaigns?

Add links or describe resources you have that may be useful to your creative team:

Creative brief


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Project objectives

Project deliverables

Target audience

Promise (USP — Unique Selling Proposition)

Our audience should believe us because:

Project background

Delivery channels

Our personality towards our audience should be:

We want people to react this way:

Our success will be measured by:

The following are compulsory:

Additional notes


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