A creative brief schema is described. A service provider system, such as a creative service provider system, supports the creation of digital content in connection with digital content creation projects by employing the creative brief schema. Initially, the service provider system defines the schema as a set of rules for controlling configuration of creative briefs to register digital content creation projects. The service provider system provides service to support digital content creation based on the data included in the creative briefs. For instance, the service provider system provides service by leveraging the descriptive data configured according to the set of rules defined by the schema, which specify particular attributes that are to be instantiated to describe digital content creation projects. Examples of these attributes include a brief identifier, a brief name, associated products or services, creative spend, expected performance, audience demographics, delivery channels, mood, and so forth.