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The Importance of an Effective Creative Brief


I’ve recently been asked to rework our creative brief here at REM. At first I thought I had a couple things I wanted to see different but it turns out there was a lot I was missing.


We use our creative brief to get information from our clients about their business. A well done creative brief helps ensure the project is successful whether you’re a designer or the client. It will communicate questions, objectives and information to support the results and outcomes of the final design. It shouldn’t deal with any aesthetics as that should be left to the designer.


Some of the more important questions we ask deal with target market and any preferred websites or ads we can reference. Also, what the client needs in the design such as corporate colours, navigation items, etc. are all important things to find out before starting any new project.


The creative brief is the first and most important step in the design process and an effective tool I would be lost without.

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