A creative brief states the audience, goal, core message, evidence, format and review criteria for one piece of content. It is a decision document, not a long prompt. A clear brief makes revisions easier because everyone knows what the work is supposed to accomplish.
Choose one job for the piece
“Create a beautiful post” is hard to review. “Help home brewers choose the right grind” gives the work a clear job. Introducing a product, explaining a feature and announcing a discount are different jobs; avoid squeezing them into a single image.
For fictional coffee brand Bruma, the audience is people choosing ground coffee. The central message is to choose according to brewing method. The next step is to view the product options.
Separate evidence from inspiration
Attach the exact product photos. Verify any price, currency, expiry date or claim before adding it to the brief. Describe an inspiration image’s composition or lighting without asking for a copy of a competitor’s ad.
- Goal: one observable next action.
- Audience: who needs this information.
- Message: the one point to remember.
- Evidence: source photos and confirmed product details.
- Format: channel, aspect ratio and text space.
- Review: the conditions that make the piece ready.
Keep visual direction separate from final copy
Describe the scene, perspective, mood, aesthetic, lighting, required elements, exclusions and overall feeling. Write the headline, supporting line and call to action separately.
This makes it possible to fix a word without commissioning a different image. Saved’s creative engine code composes text and the original logo after image generation. Live image generation is still awaiting activation.
Goal: help customers choose a grind.
Audience: people who brew coffee at home.
Message: match the grind to your brewing method.
Scene: the actual product pouch beside a coffee cup.
Include: original packaging, light background, text space.
Avoid: unverified offers, awards or origin claims.
Headline: Your coffee. Your way.
Action: Explore the options.
Format: 4:5.Review the exact version
Check product identity, spelling, contrast, crop and the destination link before approval. If a price, claim or headline changes, review the new version instead of relying on the earlier approval.
Saved retains brief revisions and invalidates approval when the content changes. Internal approval is separate from publishing; it does not send the piece to a social account.
Try the local brief generator
The example script writes a Markdown brief from a small structured object. It needs no AI service or dependencies. Edit the sample data, then paste the output into your workspace.
- Expected output: brief.md containing the goal, audience, message and review checklist.
- Replace the fictional Bruma example with verified information.
- A teammate should understand the brief without needing the original conversation.
node content-brief.mjs en > brief.mdTake the example with you.
A .mjs file for Node.js 22 or later. No dependencies, credentials or connection to Saved. Your terminal prints the result in the language you choose.
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