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Brand OS Portal

Campaign creative brief template you can copy in two minutes.

One page, ten fields. Fill it in before anyone designs anything, and you skip most of the back and forth.

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A campaign creative brief is a one-page document that says what the campaign is for, who it is for, what it says, and what to make. It is the starting point for all visuals.

Copy the template below. Fill in the ten fields in plain words. Share it with anyone who designs, writes or posts.

By Vedran Obradović · Updated 7 November 2026

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Copy this creative brief.

Keep each answer short. If it needs a paragraph, the idea is not clear yet.

Campaign creative brief
CAMPAIGN CREATIVE BRIEF

1. Campaign name: [working name]
2. Goal: [what changes if this works, with a number if you have one]
3. Audience: [job title, company type, what they care about]
4. Main message: [one sentence]
5. Proof: [a fact, number or quote you are allowed to use]
6. Action: [what we want them to do]
7. Tone: [3 words, e.g. calm, direct, helpful]
8. Channels: [3 to 5]
9. Assets to make: [list]
10. Dates and owner: [start, end, who decides]

MUST: [logo version, colours, fonts, links to brand rules]
MUST NOT: [claims we cannot make, words we avoid]
Examples we like: [links]
Examples we do not like: [links]
Campaign Builder in a Brand OS Portal: one brief turned into several on-brand formats
One brief, many formats, one look.

A filled example for a B2B launch.

Made-up company, real structure.

FieldExample
Campaign nameLaunch of the Team plan for Northwind Analytics
GoalGet 100 demo bookings in 4 weeks
AudienceHeads of operations at mid-size logistics firms
Main messageSee every delay before your customer does.
ProofA customer quote the customer approved
ActionBook a 15-minute demo
ToneCalm, direct, helpful
ChannelsLinkedIn, email, website, sales deck
AssetsLaunch post, two follow-ups, banner, email header, landing hero, one slide
Dates3 March to 31 March. Owner: head of marketing

Example company and numbers are made up to show the format.

Free tool

Does your brand give the brief a base?

A brief says what to make. Your brand says how it should look. Answer a few short questions and see your score. It is free.

Open the full tool: Brand Check

What makes a brief good.

Five habits that save hours.

  • One message. If you have three, you have three campaigns
  • One audience. "Everyone" gets no one
  • Proof you may use. Use approved facts, and claims you can back up
  • A link to the brand rules. Designers and AI tools both need them. See what brand guidelines should include
  • One decider. A brief with five approvers is a brief that never ships
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Using the brief with ChatGPT or Claude.

A good brief makes AI drafts better too. Without one, AI output looks generic.

Paste the brief into ChatGPT or Claude together with your voice rules and approved facts. Ask for three headline options and one post draft. Then check the draft against your rules before it goes out.

AI output looks generic when it has no brand to follow. Give it your tone, your proof and your words to avoid. Read how to keep ChatGPT and Claude projects on brand and brand voice guidelines.

MTG brand, main image

MTG

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Brand OS Core Portal. The CEO writes and designs an on-brand LinkedIn post in about 3 minutes.

What happens after the brief.

The brief is step one. Now make the things.

Plan the channels with how to plan campaign visuals across channels. Tick the files off with the campaign asset checklist. Turn one message into many posts with one idea into ten posts.

With Brand OS Portal, your team makes those posts, banners and signatures on its own, in your brand. You stop waiting in a design queue. A designer is still right for the big idea and a new identity.

0 of 8 done

Social Studio

Try one Brand OS Portal tool

From brief to post in minutes.

This is a real tool from a real Brand OS Portal, on the MTG brand. Change the words. The design stays right.

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I made short videos of the tools. Hear me explain them, then scroll through every one at work. Real tools, on a real brand.

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Social StudioPick a design, change the words, download.
Motion PostsType one line, get a video.
Sales docs and decksDocs and decks in your brand, this week.
Email signaturesYour brand in every email.
Voice CheckCheck words against your voice.

Every tool at work

Social StudioPosts people stop to read. Change the words, keep the look.
Motion PostsType one line. Get a video.
Logo StudioThe right logo, any size, any colour, any file.
Pattern LabPatterns drawn from your own logo.
Pitch deck made in Brand OS Portal for MTG
Pitch Deck BuilderTell it your story. Get the slides in your brand. This deck was made for MTG.
Campaign BuilderPlan a campaign in your brand.
Print docsDocuments that look like you.
Image GraderCheck photos against your brand.
Voice CheckCheck your words against your voice.
Signature BuilderYour brand in every email.
AI to templateBring an AI result into your brand look.

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Brand OS Portal

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Logo Studio, Motion Posts, Pattern Lab, Social Studio and LinkedIn banners. Real tools on a real brand. No email needed.

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Straight answers.

What is a campaign creative brief?

A one-page document that says what the campaign is for, who it is for, what it says and what to make. It is the base for all visuals and copy.

What should a creative brief include?

Goal, audience, main message, proof, action, tone, channels, assets, dates and owner. Add must and must-not rules.

How long should a creative brief be?

One page. If it is longer, the idea is probably not clear yet.

Who writes the creative brief?

The person who owns the campaign. Marketing leads usually write it, with input from sales.

Can I use a creative brief with AI tools?

Yes. Paste the brief with your voice rules and approved facts, then check the draft against your rules. See ChatGPT and Claude projects on brand.

Read next.

Brand voice guidelines your team and AI can follow.

Product launch brand assets checklist.

How to create brand templates your team will actually use.

One more thing.

Death List Five. Five headaches, one portal. Sound on.

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