The Creative Brief: Getting It Right for Live Events

As a creative, I’ll admit it—the formality of a ‘creative brief’ doesn’t exactly spark excitement. In an ideal world, I’d much rather sit down for a relaxed conversation about your goals and expectations for a project. But let’s be honest—that never really works.

As valuable as those conversations are, they tend to create two key challenges:

1. Too Many Ideas, Not Enough Direction

Casual discussions often turn into open-ended brainstorms packed with exciting ideas and personal opinions. Suddenly, we’re deep in a conversation about all the cool things we could do, and I get a great sense of what excites you. But when it’s time to actually start designing, we realise we haven’t properly defined why we’re doing it—what problem we’re solving, what success looks like, or how it connects to the bigger picture. Without that foundation, even the most exciting ideas can end up feeling disconnected or misaligned.

2. Miscommunication and Assumptions

Even when we assign a note-taker, how often do you find that different people walk away from the same meeting with completely different takeaways? It’s because we’re in solution mode—our minds are already racing ahead, picturing how the idea could look and feel. That’s a great instinct, but it also means key insights can get lost, priorities misinterpreted, and important constraints overlooked.

Now, don’t get me wrong—I’m not saying we should scrap these conversations. Quite the opposite. When structured well, they’re where some of the best ideas happen. But what we can’t do is treat them as a substitute for a clear, well-defined creative brief.

Why the Creative Brief Matters

A solid creative brief is the backbone of any successful design project. It’s not just an admin task or a box to tick—it’s the foundation that ensures everyone is aligned, from the client to the agency. It keeps the creative process focused, helps us make better decisions, and ultimately leads to stronger work.

But here’s the thing—agencies often have completely unrealistic expectations of a client’s brief. We assume it will be perfectly structured and provide everything we need to jump straight into the creative process. The reality? Clients and agencies approach projects from completely different angles.

What a client sees as essential might feel irrelevant to a creative team. And that one gem that sparks a breakthrough idea? The client might not even realise it matters. That’s why the best briefs don’t come from a client simply handing over a document—they come from real collaboration.

The strongest briefs are built through open conversations, honest feedback, and a shared understanding of what success looks like. When we work together to shape the brief, we create something that not only sets the project up for success but also gives creativity the direction it needs to thrive.

How We Approach Creative Briefs at These Days

At These Days, we don’t believe in a one-size-fits-all approach. Every project is different, so why expect a templated brief to hold all the answers?

Some clients come to us with a perfectly structured document, and that’s great—we’ll run with it. But if you don’t have a brief, or you’re struggling to define exactly what you need, that’s fine too. We’ll work with you to shape it, pulling out the insights that really matter and turning them into something we can all rally behind.

For us, it’s not about rigid processes—it’s about finding the best way to get the best results. That means being flexible, collaborative, and always working in the interest of the project.

What that looks like in practice:

? We listen—properly. Not just to what’s written in the brief, but to the bigger picture—your goals, challenges, and what really matters.

? We keep it honest. There’s no point in sugarcoating things. Open conversations make for better work.

? We collaborate. The best results happen when we develop the vision together, rather than treating it as a handover.

? We adapt. Some projects need structure, others need agility. We’re good at knowing the difference.

? We refine as we go. Feedback isn’t an afterthought—it’s part of the process, helping us push the work to where it needs to be.

At the end of the day, we’re not just here to tick boxes. We’re here to create great work—work that delivers, excites, and feels right for the brand and the audience. However we get there, we’ll find the best way to make it happen.

Tips for Creating a Strong Creative Brief

If you’re putting together a creative brief—whether you’re a client or an agency—here are some key tips to make sure it sets the project up for success:

1. Keep It Clear and Concise

A brief should be exactly that—brief. Provide the essential details without overwhelming the team with unnecessary information. Focus on the core objectives and insights that will actually inform the creative process.

2. Define the Problem, Not Just the Solution

Instead of jumping straight into what you think the outcome should be, focus on why the project exists. What challenge are we solving? What impact should this have on the audience? The best briefs leave space for creativity rather than prescribing a fixed outcome.

3. Know Your Audience

Go beyond demographics—dig into behaviours, motivations, and pain points. The more insight you provide about the people we’re designing for, the stronger the creative work will be.

4. Be Open About Constraints

No one loves talking about limitations, but they’re a reality for every project. Whether it’s budget, timeline, or technical requirements, being upfront about constraints allows the creative team to find smart solutions rather than running into roadblocks later.

Final Thoughts

A creative brief isn’t just paperwork—it’s a tool to help us work smarter, align on the vision, and create something meaningful. But it’s not just about the document itself—it’s about the process.

At These Days, we don’t believe in rigid rules or one-size-fits-all approaches. We believe in doing what’s best for the project, whether that means working from a fully-formed brief or helping to build one from scratch. Because in the end, it’s not about how the process looks—it’s about the results we create together.

So, whether you’re a client putting together a brief or an agency trying to get the most from one, the real key is collaboration, clarity, and an open mind. That’s where the best work happens.