Show us your Briefs

Have you ever wondered why some projects run super smooth and yield great results, while others require a lot of time to rally the troops and get things off the ground? Or why some creative ideas seem to be a match made in heaven for your vision, and others, well… never quite come into focus?

At LOFT, we believe a project’s future success begins with the initial brief.


The brief is your roadmap and checklist to ensure that all your team members – internal or external – stay on track. Creating a brief is also an important tool for engaging your stakeholders from the project outset, so that there are no missed insights or opportunities along the way.

Here are a few “brief” steps that will help you get started creating your brief.


STEP 1 – Start with the end in mind.

Think about your project or event. What does success look like the minute after it’s over? Are you trying to shift behavior, instill pride, cultivate confidence in an idea, team or product?

Know what the desired end result is, and work back.

STEP 2 – Know your objectives and your audience.

Now that you know what your desired result is, identify your key objectives, and more importantly your audience. Some questions to consider…

  • Are you trying to motivate, educate, or inform your audience?
  • What hard information do you want them to take away (and action?)
  • What’s the current state of affairs? How is your audience feeling? Are they up, down, ambivalent?
  • Who is your audience? What’s their average day like?
  • Do you foresee any challenges? If yes, what are they?

STEP 3 – Know your budget.

Value for dollar can always be delivered, but you first have to know how many dollars you have.

At LOFT we love to brainstorm and come up with creative solutions to the toughest communications challenges out there. But knowing the scope and expected deliverables – and the budget to deliver against those deliverables – is absolutely key. This being said, don’t think that a lean budget equates to lean creative, or that a substantial budget gives free reign for every crazy idea to hit the table. On the contrary.

A well-defined budget means that your creative partner can focus their efforts on delivering solutions that are within scope and that will best elevate your objectives… rather than coming up with ideas that you love, but can’t afford (or vice versa).


Start with the end in mind.
Know your objectives and audience.
And know your budget.

These are three simple steps to get your next brief underway. Follow them and your team will thank you, plus your project will be off to a great start!