# CREATIVE BRIEF

> **Disclaimer — not legal advice.** This template is provided free of charge, as is and with no warranty of any kind, and using it creates no attorney-client relationship. It is jurisdiction-neutral: you are responsible for adapting it, for your own legal and tax compliance, and for having a qualified professional in your jurisdiction review it before you rely on it. Full terms: https://trycolo.co/terms-of-use

**Project:** [PROJECT NAME]  |  **Client:** [CLIENT COMPANY NAME]  |  **Date:** [DATE]  |  **Version:** [v1]
**Prepared by:** [YOUR NAME]  |  **Approver (one named person):** [CLIENT APPROVER NAME], [TITLE]
**Budget:** [CURRENCY] [BUDGET OR RANGE]  |  **Launch date:** [DATE]

> One page. If a section needs more room, it belongs in a separate document linked from here.

## 1. Project summary

**What we are making:** [THE DELIVERABLE IN ONE LINE — e.g. "a launch campaign: 1 hero video, 6 social cutdowns, 1 landing page"]
**Why now:** [THE TRIGGER — e.g. "[PRODUCT] ships [DATE] and [EVENT] is the launch moment"]
**Business outcome it serves:** [THE COMMERCIAL GOAL — e.g. "[N] qualified signups in the first [30] days"]
**Background in one paragraph:** [WHAT A NEWCOMER NEEDS TO KNOW — the situation, what has been tried, what is changing.]

## 2. Target audience

**Primary audience:** [SPECIFIC — e.g. "marketing director at a 50-200-person B2B SaaS company, mid-thirties, evaluating tools quarterly"]

| Detail | Answer |
| --- | --- |
| Who they are | [ROLE / SEGMENT / LIFE STAGE] |
| What they believe today | [CURRENT BELIEF OR BEHAVIOUR] |
| What is stopping them | [BARRIER — price, trust, habit, awareness] |
| Where they will see this | [CHANNEL / CONTEXT — e.g. LinkedIn feed on mobile, 3 seconds] |
| Competitor they compare us to | [COMPETITOR] |

**Secondary audience (if any):** [SEGMENT] — [WHY THEY MATTER].

## 3. Message and tone

**Single-minded message.** After seeing this, the audience should believe: **"[ONE SENTENCE. One idea, not three.]"**

**Reasons to believe (max three):** 1. [PROOF POINT] 2. [PROOF POINT] 3. [PROOF POINT]

**Tone:** [ADJECTIVE 1], [ADJECTIVE 2], [ADJECTIVE 3] — for example [confident but not corporate], [warm but not cute].
**Sounds like:** [REFERENCE BRAND OR EXAMPLE].  **Never sounds like:** [ANTI-REFERENCE].
**Call to action:** [EXACT CTA WORDING] → [DESTINATION URL].

## 4. Mandatories and constraints

- **Must include:** [LOGO / STRAPLINE / LEGAL COPY / DISCLAIMER / PRODUCT SHOT / URL].
- **Must not include:** [BANNED CLAIM / COMPETITOR MENTION / IMAGERY / COLOUR].
- **Brand assets:** [LINK TO BRAND GUIDELINES / DRIVE FOLDER] — supplied by [NAME] on [DATE].
- **Legal / compliance sign-off needed:** [ ] No  [ ] Yes — by [NAME] before [DATE].
- **Technical specs:** [FILE SIZE LIMITS, SAFE AREAS, ASPECT RATIOS, ACCESSIBILITY CONTRAST, PLATFORM RULES].
- **Localisation:** [LANGUAGES / MARKETS] or "English only".

## 5. Deliverables and formats

| # | Asset | Format | Size / dimensions | Qty | Channel | Due |
| --- | --- | --- | --- | --- | --- | --- |
| 1 | [ASSET NAME] | [JPG / MP4 / FIGMA / PDF] | [DIMENSIONS] | [N] | [CHANNEL] | [DATE] |
| 2 | [ASSET NAME] | [FORMAT] | [DIMENSIONS] | [N] | [CHANNEL] | [DATE] |
| 3 | [ASSET NAME] | [FORMAT] | [DIMENSIONS] | [N] | [CHANNEL] | [DATE] |
| 4 | [ASSET NAME] | [FORMAT] | [DIMENSIONS] | [N] | [CHANNEL] | [DATE] |

**Source files handed over:** [ ] Yes  [ ] No.  **Included revision rounds:** [2] (one consolidated feedback list per round).

## 6. Success criteria and timeline

**We will consider this successful if:** [MEASURABLE OUTCOME 1 — e.g. "[N]% click-through on the hero asset"]; [MEASURABLE OUTCOME 2]; [QUALITATIVE OUTCOME — e.g. "sign-off from [NAMED STAKEHOLDERS] without a fourth round"].
**Measured by:** [WHO] using [TOOL / REPORT], reviewed on [DATE].

| Stage | Date | Who is involved |
| --- | --- | --- |
| Brief approved | [DATE] | [CLIENT APPROVER] |
| Concepts presented | [DATE] | [NAMES] |
| Consolidated feedback returned | [DATE] | [CLIENT APPROVER] |
| Final assets delivered | [DATE] | [NAMES] |
| Launch | [DATE] | [NAMES] |

**Approved by:** ____________________________  **Name:** [CLIENT APPROVER NAME]  **Date:** [DATE]

*Anyone else with veto power over this work: [NAMES, or "none — [APPROVER] decides"]. Add them to the concepts presentation, not the final review.*

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