From creative brief to approved assets: a repeatable process

A useful brief identifies the audience, proposition, evidence and intended action. It also names the deliverables and where they will appear. That helps reviewers distinguish an execution problem from a disagreement about the strategy.

Client source files should remain intact. Copy agreed assets into the working location and retain their source references. Use a consistent brief reference so the relationship survives changes to a filename or ad name.

A folder full of final versions is not an approval record. Record which version was approved, by whom and for what use. If the offer or source asset changes, the earlier approval may no longer describe the current work.

Feedback should name the issue and the desired change: the offer is unclear, the product is cropped, the claim needs support. Consolidating those decisions in one place avoids different people acting on conflicting comments.

This is the workflow we are building towards across briefing and asset preparation. The test of the tooling is whether another person can pick up the work and understand its status without reconstructing a private conversation.