Four basic briefs.
Each of our four briefs is an independent document, but as a brand development agency we prefer to have completed the Messaging Brief before working on any of the others - for us it is the real driver. You can access any of the briefs by clicking the link.
- Messaging Brief - This is the overall company or brand message, independent of any specific campaign.
- Campaign Brief - This brief describes a specific marketing outreach initiative and acts as the catalyst for coming up with the campaign theme and tactics.
- Design Brief - This brief eliminates much of the background information in the Messaging Brief and focuses on translating the message into a visual approach.
- Web Site Brief - No brief can capture everything for every web site scenario - this is a good starting point that will guide the structure of the site and the selection of what should be on the page.
Why isn’t there a “Creative Brief?”
We have moved away from a single creative brief because so many organizations have evolved into very compartmentalized teams that require briefs that are more specific to their duties. The traditional creative brief format is great in that it is a bit more abstract and wide open in terms of how one chooses to execute on it - but we have left it out of this list because it doesn’t fulfill a specific role in the above suite.