Context
Establish the context and evidence before proposing an answer.
IMPRNT working resource
Creative Brief Template.
Turn business context into a focused and assessable creative assignment.
Why use it
Give creative teams a problem they can solve and work you can assess.
Turn business context into a focused and assessable creative assignment.
- Defines the audience response instead of prescribing execution
- Separates mandatory constraints from preferences
- Creates shared criteria before concepts are presented
Working question: What should the audience think, feel or do differently?
Inside the resource
A structured sequence for an accountable discussion.
Each section creates space for evidence, decisions, named owners and unresolved questions.
Objective
Separate known evidence from assumptions that require resolution.
Audience
Separate known evidence from assumptions that require resolution.
Desired response
Separate known evidence from assumptions that require resolution.
Single-minded proposition
Separate known evidence from assumptions that require resolution.
Mandatory requirements
Separate known evidence from assumptions that require resolution.
Assessment criteria
Record the decision, owner and next review point.
Facilitation guidance
Use the document to expose differences—not hide them.
Have the decision-maker approve the objective, proposition and criteria before creative work begins. Late disagreement usually starts in an unapproved brief.
This resource provides general planning guidance. It is not legal, financial, regulatory or accessibility advice.
Act the decision
Use the resource before the meeting.
Complete the sections that affect what should the audience think, feel or do differently? Then use the review to agree evidence, ownership and unresolved decisions.