Better creative starts with a clear brief

A request for a poster or video describes an output, but it does not explain the problem. Tell the creative team what needs to change, who the work should reach, and why the project matters.

Explain the problem before the deliverable

A concise background helps designers make decisions without guessing. Include relevant context, but separate essential information from material that is only nice to know.

Agree on one core message

A focused message gives the creative work a centre. Identify what the audience should understand after seeing the piece and the evidence that makes the message credible.

If everything is equally important, nothing stands out. Decide what deserves the headline and what can be explained in supporting content.

• Audience and objective.
• Core message and supporting evidence.
• Format, deadline, and required assets.

Define practical boundaries

List the formats, brand rules, legal requirements, and production constraints that affect the work. Sharing these early reduces avoidable rework.

References can help communicate a direction, but explain what you like about them. A reference should guide the conversation rather than become an instruction to copy someone else’s work.

Make feedback specific and useful

Connect feedback to the agreed objective. Explain which message is unclear or which audience need is missing instead of relying only on personal preferences.

Keep decision makers aligned and consolidate comments before sending them to the team. Clear ownership helps a good idea survive the review process.