Creative Brief


Pipefy’s Free Creative Brief Template was specially developed to guide the first steps of your creative process on the road to success!

Understanding your customer’s needs and the project’s target audience, as well as the key benefits of the project, will help you create a strong brief for a strong campaign.

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Template structure

See how this template is structured. As this is just an example, you can customize it.


Gather information on this company’s background and area of expertise and place it here!

  • 1. Why are you doing this brief?

  • 2. What can you say about this company?

  • 3. What are the customer's business goals?

  • 4. How is this company's competitive environment?

  • 5. What are the opportunities for your company?


Determine who’s your targeted audience: who do you wish this project to impact on?

  • 1. Who is this project's target?

  • 2. What's the audience's age range?

  • 3. What's the target's professional/education background (if relevant to your goals)?

  • 4. What are the target's daily concerns?

  • 5. Do you have any additional information?


Make a promise to your customer’s audience! Remember, you have to be able to deliver and support it!

  • 1. What are you offering your customer's audience?

  • 2. What do you need to back this promise up?

  • 3. What should the audience feel?


Set up this project’s timeline and the parameters you’ll use to evaluate its results.

  • 1. What's this project's format?

  • 2. How big is this project?

  • 3. When do you expect to deliver it?

  • 4. How much will this project cost?

  • 5. What are the available media options for this project?


All done with the brief! Time to get the creative team working on it!


The idea was good, but something got in the way…archive it! Who knows? Maybe someday you’ll get back to it…

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