Apple is known for creating some of the best products in the world. So, how would they go about creating and marketing something like the iPhone? With a team of over 90,000 employees, Apple needs make sure everyone is on the same page from the get-go. A creative brief is one of the best starting points for ideation. 

First, take a look at Apple’s “Designed in California” ad describing why planning is just as important as executing. Second, we’ll talk about the core questions that need to be answered  before executing. 

Designed by Apple in California video

Creative Brief

Why are creative briefs so important? A creative brief helps everyone get on the same page. It also helps you know where you’ve been, where you’re at right now, and where you’re trying to go. Lastly, a creative brief ensures that you make the best and most logical decisions. Yes, creating briefs take time. Yes, creating briefs are not the fun parts of creation. But if you put in the hard work at the beginning, the less likely you’ll be frustrated with the end product. Here are common creative brief questions. 


For the client:
What is the problem you want to solve?

For the target audience:
What consumer needs are we trying to meet?


What are we creating?


Who are we talking to?
A precise demographic profile of each audience.


What is the tone/voice of the creative? If your brand were a person, these are the characteristics you would use to describe it.


What’s required for success?


Any brands or marketing campaigns that may inspire the creative team? Additional thoughts or direct quotes from audiences that may help the team better understand the consumer, category or your company?


What are three to four competitors similar to your project?


What are the consumer insights?
What do they care about, emotionally?
How do they relate to the category and brand?
What are their current thoughts, feelings and behaviors that relate to this project?


What’s supposed to happen? What do we want the target to do in response to this work/project? Is there a behavior or perception we are trying to change?