March 8, 2022//Data visualization, Design,//Mary Reddy

The creative brief: Going beyond pro forma

I’m often handed a chart-filled PowerPoint deck with the expectation that I will vet, edit, and optimize the contents then hand back a set of inspired data visualizations. Don’t get me wrong, there’s a lot I can do with one or more charts in isolation. But lacking context, I can’t make some of the higher-level recommendations based on what deserves emphasis, what amount of complexity is desired, what type of language to use. I often want to know what the underlying goal of the piece is—whether it’s an article, an interactive, or some other form of communication—and who the target audience is.

These considerations all matter when shaping the language and format of a data vis. Even a simple dataset can offer more than one interesting takeaway. If each insight is given equal space and emphasis, none will stand out. That may be appropriate for a reference or research piece, but in many cases, a chart works best when it highlights a single message. How do you choose which message to emphasize? Well, a chart decision like this goes back to the original goal of the communication.

This is where a creative brief comes in.

One of the more satisfying projects I’ve worked on involved an interactive data visualization. The project launch consisted of a wide-open, explorative conversation among client, editor, designer, developer, and UI/UX specialist. This was unusual in my experience, as time pressures often place such conversations further upstream and limit attendees to the content originators. In our more diverse group discussion, we raised important questions that helped shape the piece; subtle shifts in UX details or language emerged in the process. For example, how should we measure success? Did we want our audience to fully explore the interactive itself, or did we consider the interactive a gateway to draw them into further engagement on the site? Each of these goals carried different implications for the design and layout of the interactive.

The varied points of view offered by the assembled team also made a difference in clarifying the message. Frequently, content originators labor under the curse of knowledge; they are so familiar with the content that they can’t see where it might be obtuse to their audience. A lively discussion with a diverse team can shine a light on arcane language or prompt a knowledge expert to add more explanatory information.

Essentially, we were developing a creative brief. While often associated with marketing or design agency work, creative briefs are applicable across a wide range of communications and product development. A well-conceived creative brief clarifies goals, creates efficiency and accountability, prevents scope creep, and helps to uncover incorrect assumptions. Even in the realm of user experience design, a creative brief can improve decision making. The exact shape of the brief may vary, but let’s consider what might be included in a short and a long version.

A short creative brief

The short one is a prompt for a collaborative discussion—a brainstorm—whether within a product team or between creatives and clients. This shorter list of questions fueled the fruitful kickoff meeting I just described.

— What?: What is the proposition? What is the goal? What are we aiming to achieve? What problem are we trying to solve? What action do we want to inspire?

— Who?: Who are we trying to reach? What do we know about who they are (whether described as the reader, target audience, user, or consumer)?

— How?: How can we shape the piece or product to achieve our goal? How will we measure success? How will the audience move through the piece?

A long creative brief

The longer version of a creative brief includes the what, who, and how questions above, along with a laundry list of brand and style notes, channels, budget, timeline, and deliverables. And that list is essential for completing the project. Filling in the blanks in a long form is sufficient for some straightforward projects where the end product is a known entity. The problem with filling in a form for more complex projects is familiar to many. Instead of collaborative brainstorming, you may end up with a number of competing and confusing requirements. If you want to innovate—if you want to reach for excellence—why not give the higher-level questions room to breathe in an early substantive discussion of possibilities among a team of experts? Make time to save time!

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As for me with my chart questions? For straightforward pieces, rest assured that a well-written article draft will answer most or all my questions around the appropriate message for the data vis. But with more complex or high-priority projects, I’d love to join a creative brief exploration, any time.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

Director of LEFF Sustainability Group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly related to environmental issues—the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the UK’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie currently develops sustainable content strategies; edits a wide range of climate content, including infographics and major reports; and oversees LEFF’s Into the Weeds interview series, which shares stories of the people and organizations combating climate change.

 

VP of marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

Group account director

Joe values preparation, but an early career experience taught him to troubleshoot in unfamiliar situations. One of his first roles in marketing required him to travel suddenly to Toronto to help a multinational restaurant business build its presence in Canada. Two years later, Joe had worked through regional differences and complex logistics to help the client meet its goals, and he became a more active listener in the process. Whether successfully delivering game-changing outcomes in an agency setting or at a university, where he directed marketing operations across campuses, Joe remains focused on solving problems with well-informed decisions. At LEFF, he’s overseeing the processes that ensure everyone has what they need to do their best work and strengthening the connection between effective operations and exceptional client service.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.