Do you understand the brief?
A reminder for every creative who wants to do work that matters.
Sometimes, our creativity gets in the way of our productivity.
I don’t know about you, but I love being a creative.
I love the spark of a new idea, the rush of making something out of nothing, the thrill of seeing an idea come to life and yes, the high that comes from getting noticed and applauded for your work. But if I’m being honest, sometimes we creatives get so wrapped up in loving the process that we lose sight of the point. We miss the mark. We forget that creativity isn’t just about expression but also about direction, problem-solving and purpose. And if we want to do work that truly matters we need more than passion or genius. We need creative discipline and a mindset wired to solve problems.
Let’s be real, there are moments when it feels like our creativity depends on inspiration—and maybe sometimes it does. But in this industry, we can’t afford to wait for inspiration. We have to understand the assignment and intentionally tap into our creativity because waiting for inspiration to strike can be risky. Which is why it’s essential to approach our creative efforts with purpose and discipline.
Ever had that one teacher who’s crazy smart? Like, mind-blowingly brilliant but somehow never quite delivers the full lesson? They know so much, but half the time they drift off-topic, chasing ideas until the actual point slips away.
That’s what creativity looks like without direction—all genius, no focus. But in our world, focus matters. That’s exactly why briefs, brand guidelines, content pillars, and all that good stuff exist. They help cut the guesswork and keep us focused on the key message our idea must communicate while creating.
It’s great to be talented. But can your creativity solve problems? Can it get the job done? Can it deliver results?
Many of us struggle with direction. We show up to the canvas and start splattering colour everywhere — chasing a whim, a mood, a high — hoping it turns into something meaningful. But creativity isn’t just about freedom. It’s also about discipline. There’s a time to colour outside the lines and a time to colour within them.
At the heart of it, creativity is a tool, not the goal.
It’s not about proving how clever or artistic you are. It’s about using your creativity to move something forward, to meet a need, solve a problem, or deliver a message with clarity and force. When creativity becomes the goal, we risk self-indulgence. But when it becomes the tool, we can achieve purposeful and transformational results
So before you jump on the next big idea, ask yourself:
Do I understand the brief?
Is my creative idea aligned with the problem I'm try to solve?
Am I just creating… or am I creating with intent?
There’s a technicality to creativity — a science to the art.
✅️ Map out the project.
✅️ Identify the guidelines.
✅️ Create with intent.
One more thing, don’t put your creativity above the problem. Solve the problem with your creativity.
Till our next newsletter, 🚀
Stay brilliant!✨️
The BlackDiamond Team
P.S. Catch-up on our previous issues ⬇️
Resources from The Hub
Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads
This a fun guide to making creative projects that actually work. It’s packed with real talk, laughs, and smart tips to help you create stuff people actually notice and remember. If you are into books and want to get creative with purpose, this one is a must-read for you.
This Week’s Tune
We’re vibing to 🎵 Yawa by FireboyDML
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