Free document template
Creative brief template
Most feedback problems start before the first draft: nobody agreed what “good” looks like. A one-page brief fixes that, and gives reviewers something to judge the work against.
Creative brief template
CREATIVE BRIEF: [Project name] Date: [date] Brief owner: [name] 1. Background What's happening, and why is this work needed now? [2–3 sentences] 2. Objective What should this work achieve? Make it measurable if you can. [e.g. "Get 300 sign-ups for the webinar by 30 May"] 3. Audience Who is it for? What do they already know, want or worry about? [Description] 4. Key message The one thing the audience should take away. [One sentence] 5. Supporting points Reasons to believe the message. • [Point] • [Point] 6. Deliverables List every item with format and size. • [e.g. Instagram story, 1080 × 1920, 3 variations] • [e.g. A4 flyer, print-ready PDF] 7. Mandatories Things that must be included or avoided. [Logo, legal text, brand guidelines, words not to use] 8. Tone [e.g. Confident, plain-spoken, warm] 9. Timeline and review rounds First draft: [date] Feedback round 1: [date] Feedback round 2: [date] Final approval: [date] Launch / delivery: [date] 10. Reviewers and approver Reviewers: [names] Final approver: [one name] 11. Budget [Amount or range] 12. References [Links to examples you like or don't like, and why]
Replace everything in [square brackets]. Free to use and adapt; no attribution needed.
Tips for using it
Name one final approver
Many people can give feedback, but one person should make the final call. Write their name in the brief.
Put review rounds in the timeline
Scheduling feedback dates up front makes them commitments rather than afterthoughts.
Use it in every review
Judge each draft against the objective and key message in the brief, not just personal taste.
Frequently asked questions
What should a creative brief include?+
Background, objective, audience, key message, deliverables with sizes, mandatories, tone, timeline with review rounds, reviewers and approver, budget and references.
How long should a creative brief be?+
One page is ideal. If it’s longer, people stop reading it and the key decisions get lost.
Who writes the creative brief?+
Usually the client or account lead, agreed with the creative team before work starts.
More templates
Collect the feedback in one place
Send clients one review link and track every project to approval. Clients comment with a link, no account needed.
See client approval