Start with a creative brief

Back to: Create with AI: Text, Images & Presentations

Give every word, image, and slide one shared idea before generating individual assets.

The idea

A creative brief aligns the work around audience, objective, single-minded message, evidence, personality, and constraints. Without it, AI tools produce polished fragments that do not feel like one project.

Begin with the change you want in the audience: understand, feel, believe, or do. Then write one sentence the project must communicate. If you need “and” several times, the idea is probably carrying too much.

Use AI to explore territories, not to choose your strategy. Ask for contrasting creative directions and require each to explain its central metaphor, voice, visual system, and risk. Select and combine directions deliberately.

Try it now

1. Choose a small communication goal such as a workshop, product idea, campaign, or lesson.
2. Define audience, desired change, one message, supporting evidence, and call to action.
3. List three personality traits and three anti-traits.
4. Ask AI for three sharply different creative territories based on the same brief.
5. Select one territory and explain the choice using the brief—not personal taste alone.

CREATIVE BRIEF\nProject:\nAudience and current belief:\nDesired change:\nSingle-minded message:\nEvidence/reasons to believe:\nCall to action:\nPersonality: [3 traits]\nNot: [3 anti-traits]\nRequired elements:\nConstraints/rights/privacy:\n\nPropose 3 distinct territories. For each: concept, metaphor, voice, visual language, and biggest risk.

Quality check

• The desired audience change is specific.
• The project has one primary message.
• Each direction can be described without naming a visual style trend.
• The selected direction is justified by audience and objective.