SAMPLE: Creative Project Brief

How to Define Business and Creative Requirements

For the best results, your graphic and copywriting resources should be focused on your
project or campaign objectives...not just on being "creative."

To eliminate misses-the-mark designs that can keep you at square one, start with a Creative
Project Brief. Whether you are using an outside vendor or your project is completed in-house,
you can put your creative project on the right path with a few key strategic questions.



1.  Project Objective:

2.  Target Audience(s):

3.  Single most important message/idea the reader should understand and believe:

     Other key messages/benefits/values to communicate:

4.  Why should the reader believe you - what proof or evidence can you supply:

5.  Personality and tone preferred (casual, funny, serious, formal, etc.):

6.  Keyword Descriptors for your business/organization (select all that apply):

Dependable       Progressive       Traditional       Established       Edgy       Strong	Enthusiastic Unique Innovative Integrity Fun Serious	Irreverent Hi-tech Precise Original Mainstream Agile	Other:

7.  Desired Action (call, visit location, redeem coupon, etc.):

8.  Color preferences and dislikes:

9.  Image requirements and preferences  
       (For example: literal, conceptual, illustration vs. photography, variety, etc.).  List all required
       images to show in design style selected, as well as desired images you have not supplied:

10.  Additional input - anything else that should guide the writer and/or designer: