Creative & Strategy

The brief is in the strategist’s head.
The work needs it on paper

Projan is the teammate who knows the difference between a brief that gets the work right and one that gets the work redone.

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14-day free trial. No credit card required.

A WORKED EXAMPLE

A creative brief, written honestly

A B2B SaaS launch campaign. The client said "disruptive." Projan asked what specifically should change in the audience’s head, and what the success metric actually is. By the end the brief has a real audience shift, a measurable goal, and a clear approval flow.

This is the difference between a brief the creative team can run with and one that comes back with three different interpretations. Strategy in the strategist’s head doesn’t help the creative team. Strategy on paper does.

WHAT PROJAN BRINGS

Creative & Strategy

Forces the brief to be honest.

"Disruptive" isn’t a direction. Projan asks what specifically should change, for whom, and how you’ll know it worked.

Names the constraints early.

Budget, channels, mandatories, must-not-includes. The brief that hides constraints produces work that gets rejected.

Connects the brief to the strategy.

Every brief sits inside a bigger strategy. Projan surfaces the connection so the work doesn’t drift off-course.

WHAT YOU CAN PLAN

Document types this specialist covers

Every artefact a creative and strategy team actually needs.

Creative briefs Strategy decks Campaign plans Brand positioning Content strategy Messaging frameworks Tone of voice guides Brief feedback responses

THE CONTEXT GUIDE

What you bring. What Projan brings.

The brief is sharper when the constraints and the strategy are explicit from the start.

What to bring to the conversation

  • • The business or marketing objective behind the work (not just "we need a campaign")
  • • The audience: who you’re trying to reach, what they currently think, what you want them to think
  • • Channels and timing constraints
  • • Budget and resource constraints
  • • Existing brand guidelines, tone of voice docs, previous campaign learnings
  • • Stakeholder list: who’s the decision-maker, who’s the approver, who’s the team
  • • Mandatories and prohibited elements (legal copy, brand restrictions, competitor sensitivities)

What Projan brings

  • • Questions that surface vague strategy and force specificity
  • • Frameworks for connecting brief to outcome (job-to-be-done, behaviour change models)
  • • Awareness of common brief failure modes (audience drift, mandatory creep, success-metric vacuum)
  • • A brief structured the way creative teams need to receive it
  • • Direct export to Notion, Google Docs, or your project tool

WITHOUT PROJAN

What creative & strategy teams get wrong without Projan

The strategist briefed verbally in a meeting. The creative team interpreted three different things. Two rounds later, everyone’s frustrated and the work still isn’t right. Briefs that live in someone’s head become work that gets redone. Projan’s job is to make the brief explicit before the work starts.

Briefs that get the work right. Written by your team.

Projan helps your team write the brief. The creative team builds on it. The result is work that gets approved the first time - because the brief was honest.

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14-day free trial. No credit card required.

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