Creative Standards
The quality bar every piece of creative is reviewed against.
Part of Brand Expression, in Capabilities. Brand Expression keeps the brand consistent everywhere it appears.
Signs it is time
- Creative quality varies by team or agency.
- Feedback is subjective.
- There's no shared definition of good work.
How the work runs
- 01
Define creative quality standards.
- 02
Show examples of what meets them.
- 03
Build them into briefs and reviews.
- 04
Review the standards as the brand evolves.
Typical outputs
Outputs depend on scope, which the diagnostic defines. Typical outputs include:
- Creative standards
- Example library
- Review criteria
Measured against what it changes
Measured by first-round approval rates and the consistency of creative quality. Targets are agreed before work begins, and labelled as targets until they are achieved and verified.
- Target agreed before work begins
- Verified result every number sourced
Direct answers
Can Creative Standards be engaged on its own?
Yes. It can run as a defined project or as part of a wider Brand Expression engagement. Either way, the work starts from how it connects to the rest of your growth system.
Start with a diagnosis.
Every engagement begins by understanding your current system before recommending the future one. Tell us where growth feels disconnected.
You don’t need a complete brief to start the conversation.