Modèle de brief créatif
A client-friendly creative brief that gets the inputs you actually need—goals, audience, constraints, references, and approvals. Stop guessing what the client wants.
What You'll Get
- Google Doc version — Share and collaborate with clients
- Form-friendly variant — Convert to Google Forms or Typeform for easy client input
- 25-30 questions — Grouped by context, objective, audience, deliverables, brand, and logistics
- 2 filled examples — Landing page and brand refresh to show what good answers look like
Download the Template
Get the creative brief template in PDF format.
No email required. Free to use and share.
The Questions (Grouped)
Context & Background
- What is your company/product and what do you do?
- What problem does your product/service solve?
- Why is this project happening now?
- What have you tried before? What worked/didn't work?
- Who are your main competitors?
Objective & Success Metrics
- What is the primary goal of this project?
- What does success look like? How will you measure it?
- What action do you want people to take?
- Is there a secondary goal?
Target Audience
- Who is the primary audience?
- What do they care about? What problems do they have?
- What do they currently think/feel about your brand?
- What do you want them to think/feel after seeing this?
- Is there a secondary audience?
Deliverables & Specifications
- What exactly needs to be created?
- What formats and sizes are required?
- Are there technical constraints (file size, platform specs)?
- What existing assets can we use?
Brand & Style
- Do you have brand guidelines? (Please share)
- What tone of voice should this have?
- Are there examples you love? (Share links)
- Are there examples you hate? (What to avoid)
- How much creative freedom do we have?
Logistics & Approvals
- When does this need to be delivered?
- Are there hard deadlines (events, launches)?
- Who needs to approve this? How many stakeholders?
- What does your approval process look like?
- Is there budget we should know about?
Example: Landing Page Brief (Filled)
What is your company and what do you do?
TaskFlow is a project management tool for small marketing teams. We help teams track campaigns, deadlines, and approvals in one place.
What is the primary goal of this project?
Get visitors to sign up for a free trial. We want to increase landing page conversion from 2% to 4%.
Who is the primary audience?
Marketing managers at agencies with 5-20 people. They're frustrated with using spreadsheets and Slack for project tracking. They want something simple, not enterprise software.
Examples you love?
Linear.app (clean, focused), Notion (friendly but professional), Basecamp (straightforward value prop)
Example: Brand Refresh Brief (Filled)
Why is this project happening now?
We've grown from a startup to a company serving enterprise clients. Our current brand feels too playful and doesn't convey the reliability enterprise buyers need.
What does success look like?
Enterprise prospects stop saying "you seem small." Sales team feels confident presenting to Fortune 500 companies. We maintain our approachable personality while adding credibility.
How much creative freedom do we have?
The logo icon can evolve but needs to remain recognizable. Colors can change. Typography definitely needs to change. Open to exploring different directions—we want to see what's possible.
Common Mistakes & Tips
Sending the brief without discussing it
A brief filled out cold is often incomplete or misleading. Walk through it on a call to fill gaps and clarify vague answers.
Accepting "make it pop" as direction
Push back on vague feedback. Ask: "What does 'pop' mean to you? Can you show me an example of something that pops?"
Not asking about approval process
Design by committee kills projects. Know upfront who approves and how decisions are made.
Skipping the "what to avoid" question
Knowing what they hate is as valuable as knowing what they love. It prevents wasted concepts.
How to Run This in Corcava
- Attach brief to the deal or project — Keep it connected to the work
- Create a brief review task — Assign to designer to review before starting
- Share via client portal — Let clients update the brief as details evolve
Maps to: Documents, Tasks, Client Portal features
Frequently Asked Questions
Should the client fill this out alone or with me?
Best practice: Send it ahead of a call, then review together. This gives them time to think but ensures you can probe deeper on important answers.
What if the client doesn't know the answer to a question?
That's valuable information! Note it as "TBD" and discuss whether you need to help them figure it out (scope addition) or if you can proceed with assumptions (document those assumptions).
Is this brief too long for small projects?
Use judgment. For a simple social graphic, skip to the essentials: objective, audience, specs, brand constraints, deadline. The full brief is for projects over $2-3k or complex deliverables.
How do I get useful answers instead of vague ones?
Ask follow-ups: "Can you give me an example?" "What does that look like in practice?" "Why is that important?" The brief is a starting point for conversation, not a form to be filled and filed.
What if the brief changes after we start?
If goals or audience change significantly, that's a scope change. Use your Change Request Form. Minor clarifications are normal and expected—update the brief and continue.
Should I use a form or a document?
Forms (Google Forms, Typeform) are easier for clients and ensure nothing is skipped. Documents allow more nuanced answers and feel more collaborative. Use forms for intake, documents for complex projects.