In the short but vibrant seven months since joining F That as a Junior Project Manager, one truth has stood out like a neon sign: a good brief can make or break a project. It’s the difference between smooth sailing and a chaotic whirlpool of revisions.

A solid brief isn’t just paperwork; it’s a shared vision. When everyone understands the “what,” “why,” and “how,” magic happens – deadlines are met, creativity thrives, and everyone actually has fun working on it.

So, to save you from the dreaded “quick amendment” loop, we’ve pulled together our ultimate Crash Course in Writing the Perfect Brief.

Why a Good Brief Matters

• Clarity saves time: Clear objectives mean fewer misunderstandings.
• Direction builds confidence: When creatives know exactly what’s expected, they can focus on innovation instead of interpretation.
• Consistency strengthens brand voice: A well-documented tone and message keep your project on track.

What Every Strong Brief Should Include

• Purpose: What are we trying to achieve?
• Audience: Who are we talking to?
• Tone and style: Should it feel bold, playful, or refined?
• Deliverables and deadlines: Be specific. Vagueness kills momentum.
• References: Provide visual or written examples to illustrate your vision. We always recommend taking a look at our portfolio, or browsing our Instagram to get an idea of our styles and specialities.
• Pick up the phone ☎️ : Unsure as to what you’re looking for? We’re always keen to help. A simple call can go a long way- don’t be shy!

A Picture Paints 1,000 Words

Don’t just tell…show! Include mood boards, screenshots or previous campaigns that embody your vision or lend some inspiration to the direction of your ideas. Did you watch something that piqued your interest? Is there something similar that caught your eye? 

Though the F That team is dedicated to delivering exceptional content whatever the weather, putting together an informative brief is just one way that you can help us to help you get the best results quickly and efficiently. 💫