In counterpoint comes the opinion of Bleu Senior Account Director Miller Canning. Are you surprised that a designer votes “Yea” for creative briefs while a person who manages scope and delivery votes “Nay”? Perhaps you agree with Miller that the brief has become antiquated.
As a digital pioneer working at a major software company in 1995, I was unaware of this thing called the Creative Brief for a number of years. I dealt with business requirements, specs, and launch documents. Then I moved into interactive marketing and met the creative brief. It left me a little bored because I loved the technology discovery process, and there wasn’t a place to hash that out. There wasn’t a spot for the possibilities yet unknown. It was annoying.The way I view the creative brief now is that it’s a creative kick-off document that meets the need of the design team. I usually add in details for development: flash or no flash, jquery or not, and specific expected behaviors of the piece, a SWAG at ideas or links to inspirations. In order to get there I start with the creative brief and add on the necessary pieces that address anything from front end development to back end and usability requirements. There are core questions to be asked.
What is the challenge?
What are we solving?
What is the goal?
What is the timeline?
What is the budget?
How will success be measured?
What will success look like?The work world is different today so that we can’t work in a silo. All parties need to be included in partner—team meetings in order to understand the overall strategy of a client’s project. And because most projects that I am involved in are integrated with video, sign up forms, media, and a host of other apps or tools, there’s no one document to cover it all. Co-authors: Domingo Johnson and Miller Canning Illustration by: Domingo Johnson and Jose Santos