Collectus – Graphic Design Studio Melbourne - Brand & Logo Design


Journal 10

How to write a creative brief

May 2019

Great branding projects start with a clear creative brief.

It’s the first thing any designer will ask – do you have a brief?

A written brief helps with getting your thoughts down on paper and sharing them with your designer. It allows your designer to understand your business and where you want to take it, as well as prompting any questions or discussion about what might be missing. It allows your designer to understand where you are at in your branding process and to determine where they can help you.

10 Creative brief_00-02.png

Of course, any written brief is also followed up with a discussion to clear up any uncertainty or to confirm any directions you have in mind. Meeting in person also helps your designer to understand the tone and feel you might be after, as well as looking at any visual reference you might have collected (on Pinterest or other websites) of other brands you like or other businesses you feel are doing it well.

Here are a few basics to help get you started.

  1. Name of your business (but of course, if you don’t have a name yet, we can help you with that too!)

  2. Description – What is your product or service, what do you do?

  3. Project requirements – What do you need help with?

  4. Audience – Have you thought about your target demographics or written any personas?

  5. Competitors – Who are your competition?

  6. Your point of difference – What makes your brand stand out?

  7. Objectives – What do you want to achieve from this project? What business objectives do you have?

  8. Messaging – What is the core message you want your audience to get?

We have put together this creative brief template for you to start getting your thoughts on paper (or on screen!). Get started now and download our template here.

If you want to talk through any branding questions you might have when working on your brief, just reach out at

Sarah Lawrey