Creating a creative brief is essential to the success of a project, because it not only allows the designer themselves to see, on paper their ideas, thus creating oppertunities to correct holes in their arguments/ideas, but it also provides the other designers you are working with, and most importantly your client, with a solid visual map of the project. In the real world it is also good so that you can establish a timeline, so you do not unnecessarily waste time or money. They are also a great way to further establish the concept, goals and requirements, colors and moods the designer wants to portray. This is also a great opportunity to create a persona, which will help key in on the audience the designer wants to communicate to. It is also a great way to show all the research (the most important parts of it) and the hard work that goes on behind the scenes to get to the final product!
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