By Megon VenterFri. 17 May. 20243min Read

How to Set Up a Creative Brief

In this blog, we'll explore the essential elements of how to set up a creative brief to effectively communicate your vision and expectations.
How to Set Up a Creative Brief

A creative brief is a crucial document that serves as a roadmap for creative projects, providing direction, context, and objectives to guide the creative team.


Whether you're working on a marketing campaign, designing a website, or developing a new product, a well-crafted creative brief can ensure that everyone involved is aligned and working towards the same goals.

Megon Venter
Blog Author | B2B SaaS Content Writer
Megon is a B2B SaaS Content Writer with 7 years of experience in content strategy and execution. Her expertise lies in the creation of document management tutorials and product comparisons.

To further help you understand this part of the creative process, we will introduce a case study example to fill in each example.


This is very basic but serves to demonstrate who would request an advertising project and what the creative campaign may be about. 


Client: External agency that serves a supermarket chain

Project Title: Launch of a new range of noodles


Define the Project Scope

Start by clearly defining the scope of the project. Outline the objectives, deliverables, and desired outcomes. Be specific about what you want to achieve and any constraints or limitations that may affect the project.



Objectives: To generate excitement about the upcoming product launch.

Deliverables: Social media post captions, banners, and email templates.


We know what it's like when you are given a project but there is no clarity from the client about how long it will last or how many resources it will take.


Having this information gives the internal team time to structure their other creative projects around a designated scope and timeline. 

PDF Reader Pro is an essential tool for anyone dealing with PDFs regularly. Its intuitive interface and powerful features make managing documents a breeze.
Theodore Cipolla
B2B SaaS Content Marketer
Source: LinkedIn

Identify the Target Audience

Understand who the project is intended for by identifying the target audience. Define their demographics, psychographics, and any other relevant characteristics.


Example Target Audience

Age: 20-45

Occupation: Students and young professionals


Target audience information will help shape the creative direction and messaging around your client's specific audience preferences. 

Learn more about enhancing your document management system with our detailed guide.

Provide Background Information

Offer context and background information to help the creative team understand the project's context and purpose.



Competitors: Woolworths; Marks and Spencer


We like to include details about the brand, product/service, industry, competitors, and any relevant market insights.


Set Tone and Style Guidelines

Define the tone and style guidelines for the project to ensure consistency and cohesion across all creative elements. Describe the desired look and feel, including visual aesthetics, language tone, and personality traits.



Look and feel: Bright colours; Simplistic lines; Big text that appeals to younger audience

Key Messaging: This brand of noodles is delicious and easy to make. Highly shareable (everybody wants these in their cupboard).  


Our creative team might also include some visual references for key elements of the brief in order to give inspiration for the creative process. 



Outline Deliverables and Specifications

Specify the deliverables required for the project and their respective specifications. This may include assets such as logo designs, website wireframes, social media posts, videos, or print materials.



  • Mock ups of potential logo designs (we like to provide 3 examples)
  • Short clips (not overly complicated until approved)


We like to provide details such as dimensions, file formats, and any technical requirements that are needed for the project's success.


The specifications for things like social media campaigns and wire frames need to be very particular with dimensions and other specifications about size per platform and more. 

"Using PDF Reader Pro has made my daily workday so much easier. I can do everything I need, like combining files or adding notes, all in one place. It speeded my document management and every task I work on."
Johan Müller
B2B SaaS Content Writer
Source: LinkedIn

Establish Project Timelines and Milestones

Set a realistic timeline for the project, including key milestones and deadlines. Consider factors such as production lead times, approval processes, and any dependencies between tasks.



  • Include a visual timeline of deliverables and launch dates
  • Set up review meeting days
  • Deadlines for each phase of the project


Communicate the estimated timeline clearly to ensure everyone is aware of their responsibilities and deadlines for all team members involved. 

Explore our detailed instructions on effectively summarizing legal cases with a case brief.

Include Budget and Resource Requirements

Outline the budget and resource requirements for the project, including any external vendors or third-party services that may be needed.



Resource requirements: 1 designer, 2 content writers, 1 web developer

Budget: $X 000 000


Our team like to provide guidance on budget allocation and expenditure to ensure cost-effectiveness and efficiency so there are no surprises down the line. 

Discover our comprehensive guide on crafting compelling legal arguments in your briefs.

Review and Approval Process

Establish a review and approval process to ensure that all creative work meets the project objectives and quality standards.



Reporting person: Senior Content Manager

Overall approval: Creative Director


Define who will be responsible for reviewing and approving deliverables at each stage of the project. This is normally the responisibility of a creative director or someone in a similar position. 


Your team may also find it helpful to invest in project management resources in order to make sure the creative deliverables are sent to the client on time.


Easily create or convert a creative brief for distribution to your marketing team using PDF Reader Pro for Mac or Windows:


Get Started with PDF Reader Pro Today!


Invest time and effort into crafting a well-written creative brief, and you'll pave the way for creative excellence and achievement of your project goals. 

Get Started with PDF Reader Pro Today!