The easiest way to create an effective creative brief

A friendly guide to start right and end up with design that actually works.

Why a creative brief is the foundation

If design is the construction of a visual identity, then the brief is the blueprint. A well-structured brief is where every creative collaboration begins — with clarity, direction, and shared understanding. You don’t need to be a design expert to write a good brief. You just need to know what you want to achieve and communicate it with focus.

1. Who you are and what you want to achieve

Every project is unique. That’s why we start with the basics:
– What does your company do?
– What is its mission or core values?
– Who is your target audience?

Let us know if you’re targeting Gen Z, professionals, families, premium consumers or mass market. The better we understand you, the more targeted and meaningful the design.

2. What exactly do you need?

Be as specific as possible. For example, are you looking for:

• A new logo or a full visual identity system?

• Product packaging or labels?

• Social media templates or paid ads?

• An Instagram or Meta campaign?

• Website design or a high-converting landing page?

• Event materials like posters, roll-ups, or banners?

• Graphic design for email marketing or newsletters?

Clarity helps us focus the creative direction and deliver faster, better results.

3. Who is your audience?

Tell us about your target audience: age, gender, buying habits, personality traits. If you’ve done any research, that’s gold. Good design should speak your audience’s language, not just look “nice.”

4. Do you have competitors or design references?

If there are brands you admire or competitors worth noting, share them. We won’t copy them — but we’ll understand the space you want to stand out in. Also, tell us what you don’t like. That’s just as helpful.

5. What files and formats do you need?

Define your expected deliverables early on:

• Will you need print-ready files, digital assets, or both?

• What sizes and file types do you need (PDF, AI, PNG, JPEG, MP4 etc)?

• Do you need materials for packaging, social ads, or press kits?

The more details, the smoother the production — and the fewer revisions.

6. Are you printing stickers, roll-ups, or banners?

If you’re planning physical assets for spaces like store windows, exhibitions, or events, please provide:

• Exact dimensions, always in width x height format
  (e.g. 120cm x 250cm or 2000px x 600px)

• Measurement units (cm, mm, or pixels)

• Environment (indoor or outdoor)

• Material type (vinyl, canvas, PVC, sticker, paper etc)

• Any cutting, bleed or safe zones that the print shop requires

For digital banners or ads, specify if animation is needed (length, format, transitions).

7. Timeline and budget

You don’t need to be exact, but it helps to know your timeline. If you’re working with a deadline or a set budget, let us know early. We’ll structure the process to match your needs.

8. What does success look like?

Do you want your design to boost sales, build awareness, or elevate brand perception? Be honest about what a “win” would look like — so we can reverse engineer the strategy behind the visuals.

9. Who gives feedback and makes decisions?

This saves everyone time:
Who is the main decision maker?
Are there approval stages?
Who do we communicate with?

Clear roles mean faster results and fewer surprises.

10. What do you already have?

Do you have an existing logo, fonts, brand colors, or past campaigns we should keep in mind? If you’ve got a brand guide or even a Pinterest moodboard, it helps us keep your identity consistent and cohesive.

11. Bonus: A simple brief format (copy & fill in)

If the above feels overwhelming, here’s a basic email structure:

Project: Packaging design for new product line
Company: BioHerbal, premium organic cosmetics
Scope: Two label designs + visuals for Instagram
Files needed: AI for print + PNG for web
Deadline: In 15 days
Style: Minimal, natural, high-end
Inspiration: Aesop, Grown Alchemist, Weleda
Budget: ~€1000

What’s next?

Even if you don’t have everything ready, you can just send me a quick note and we’ll shape the brief together — no stress.

michalis@mavrakis.design