CREATIVE BRIEF Sample
Hi Fellow Students,
I mentioned a creative brief
during my presentation to the class on Thursday. I’m posting this sample for you to review,
copy, and customize for your own use. I
like to send the brief at least a week in advance of my meeting, with the
client. It’s better if you get the brief
back, before you have the meeting. You can formulate poignant questions. Customize the brief with your logo and contact
information.
Open with a personal note:
Hi John,
FYI, I got your message regarding the BLAHBLAH.com website. I checked it out, thank you. I look forward to meeting with you. I know we’ve briefly covered some
information, but I would like to send you this boilerplate creative brief. It
will help me identify strengths and weaknesses regarding the branding and
marketing of BLAHBLAH, (Graphics, Website, and Advertising). It will help us explore topics for discussion,
on Tuesday. Some of the questions may trigger some ingenious inspiration! I’m looking forward to working on this
project with you. Thank you for
consideration.
Take care,
Mella
CREATIVE BRIEF: Company
or Project Name Here
Purpose: The more I know about you your business, your product, your
services, the better I am able to focus on appropriate design solutions that
will help me to market your product more successfully.
This
creative brief will help us open up dialogue, and spark that creative process.
This Q &
A allows me to have informed perspective and is geared to help you think
through, not just what you like, but more importantly, what will engage
potential customers, and thus make your business more successful. I’m looking
forward to help bring them, to your marketplace.
In
general, more information is always better than not enough, but I don’t want
this to seem like a homework assignment.
The following is a boilerplate document; so if things don’t apply to our
project, disregard them. If this generates questions about other subjects (ie:
marketing strategies down the road) make notes of them.
1) WHO ARE YOU?
What is your business, product, or service? What is your business, product, or service
name? Do you want or have a slogan or
tagline?
2) YOUR OBJECTIVES.
Where do you want to go with your business? How would you like to
see your business grow? What are your short-range goals after launch?
3) DESIRED RESULTS AND VISION.
How would you like your business to be perceived by those whom
experience it on a daily basis?
4) TARGET MARKET.
Who is your audience? What
is your primary demographic focus? How
do they find you? How do you see your
business engaging with them? Can your business fill a void or create a viable business out of a niche market?
5) COMPETITION.
Who is your primary national or local competition? {directly or
indirectly} How is your company
different from them?
6) SUCCESS CRITERIA.
Define how you will judge a successful project?
7) PROJECT VOICE.
What do you want your identity to say about you (your product)? How would you like to see people react to it? What personality should your product have?
8) COLOR PREFERENCES.
What is your favorite and least favorite color, explain why.
9) GAUGING PERCEPTION. (This one is basically for logo design.)
Name a brand logo you like and explain why. What is something most
people like, that you don't like or care for, in respect to its design
aesthetics?
10) EQUITY.
Where would you like to be in 10 years with your business?
11) KEYWORDS.
What keywords best describe your business? (Please add your own.)
o
Dependable
o
Progressive
o
Traditional
o
Forward
o
Established
o
Edgy
o
Strong
o
Authentic
o
Enthusiastic
o
Unique
o
Integrity
o
Practical
o
Fun
o
Serious
o
High-tech
o
Effective
o
Precision
o
Original
o
Mainstream
o
Modern
12) How do people hear about your business?
13) What publications are you advertising in?
14) What websites are you advertising on?
15) Do you have blogs, Facebook, social media marketing strategies
in place, or perhaps Google ads, online ads, newsletters?
16) Does your website have analytics in place, so you can track
where your efforts are more successful?
17) ADDITIONAL INPUT.
Feel free to share any additional comments you think are important
to take into consideration as I begin the creative process. Are there are any additional areas you think
we might need to address. If you have
any visuals that clarify your input, regarding this creative brief, please include those
with the email. Send them to: youremailhere@??.com.
I hope the information is helpful.
Good luck in all your creative endeavors!
Mella
