04Brief a visual identity project by articulating what the identity must communicate, what it must avoid, and how success will be evaluated.
05Write the brief for a campaign extension that maintains the strategic logic of the original while creating genuinely new territory.
06Write the insight that opens a brief, the specific, surprising observation about human behaviour that makes the strategy feel inevitable.
07Build a pre-flight brief review process that stress-tests the document before it reaches the creative team.
08Write three briefs for the same strategic challenge (one for digital, one for broadcast, one for OOH) and identify what changes and what must not.
09Build a creative de-brief framework that evaluates work against the brief with precision, separates strategic from executional feedback, and protects creative ambition.
10Write the brief that recovers a failing campaign: diagnose what went wrong, restate the strategic intent, and give the team a clear path forward.