Creative Brief Tool

From Insights to Action.

What’s This Board For?

The Creative Brief board helps you move from insight to brief without the pain of a blank page. Whether you’re shaping early thinking or tightening a strategic direction, it gives you a structured, fast way to align your team and jumpstart creative ideas.

🎥 Want a quick tour before diving in? Watch the Creative Brief tool in action here.

How to Use It

1. Start with a sharp insight. Got something great already Pinned? Drag it into the Insight input box. Still searching? Jump over to Insight Digger to uncover something worth building on.
2. Add your Problem Statement and hit Spark. Once you've set the challenge, let the tool generate your draft brief — fast.
3. Generate multiple briefs. Run it again with different insights. Compare the versions. Some will feel spot on. Others might take you somewhere unexpected.
4. Add a dash of chaos. Adjust the Randomness Bar to shake things up. Great for tone shifts, rewrites, and fresh creative angles.
5. Pick the strongest one. Review your options for clarity, alignment, and energy. Pin your favorite to your Pin Bar for easy dragging into boards like Big Brand Ideas or the Comms Framework.

Understanding the Output

Each Spark generates a tight, action-ready creative brief using a simple structure designed to align teams quickly and spark better ideas.

You’ll see your brief come back in the "Get / Who / To / By" format:

Get [audience] Who are we trying to influence?

This frames the broader group you're targeting — people with a shared mindset, tension, or behaviour.

Who [they are right now] What’s their current belief, feeling, or behaviour?

This captures the mindset or barrier they’re starting from.

To [do what?] What change do we want to see?

This is the desired shift — in action, attitude, or perception.

By [how or why?] What’s going to make that change happen?

This is your hook — a powerful insight, reason to believe, or message that moves them.

Pro Tips

• Color code your insights by theme or direction to stay organized
• Don’t let the Randomness Bar steer you too far off course.
• Drag your brief onto Canvas and get buy-in from the team—alignment now saves headaches later.

Now go craft some killer briefs. 🚀