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About this tool
Build a tight, agency-standard creative brief with audience, single-minded proposition, mandatories and a completeness score.
A creative brief is the one-page document that tells a designer, writer or agency what the work has to achieve, for whom, and what it must say — and this generator builds one section by section. It follows the standard account-planning structure: background, objective, success measure, audience and insight, a single-minded proposition, reasons to believe, tone, deliverables, channels, mandatories, timing and budget. It also scores how complete the brief is and flags a proposition that has quietly become two ideas.
Open Creative Brief Generator on AltFTool — it loads instantly in your browser.
Provide your input — an image, text, or data.
Let the tool analyze or generate the result.
Review, refine, and reuse the output wherever you need it.
Flags a proposition over 25 words or one that joins two ideas with an 'and'.
A weighted count of the sections you filled, with the missing ones listed by name.
Paste the finished brief straight into a doc, a ticket or a project tool.
At minimum: the objective, the audience, a single-minded proposition, the deliverables and the deadline. A full brief adds background, a success measure, an audience insight, reasons to believe, tone of voice, channels, mandatories and budget — thirteen sections in the standard agency format used here.
One page, or roughly 300-500 words. The discipline of a single page is the point: if the proposition needs three paragraphs, the thinking is not finished. This tool warns you when the whole brief drops under about 120 words, which usually means it will need a second conversation.
It is the one thing you want the audience to take away, written as a single sentence — for example 'Close the month without rebuilding the spreadsheet.' If it contains an 'and', it is two propositions, and creative teams will pick whichever one is easier to make.
A creative brief argues for what the work should say and to whom; a project brief covers scope, timeline, budget and approvals. They overlap on deliverables and timing, which is why those sections appear here too, but a creative brief is judged on whether it gives a creative team somewhere to start.