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The Creative Brief
What is it?
The creative brief is an information-gathering tool. We use your
answers to better understand your company, your product or service,
and your customers.
Why do we need it?
The answers you provide us will allow us to effectively align the
design intent of your publication or product with those of your clientele.
Please be as concise and as direct as possible when responding.
Creative Brief Questions
Project Summary
- What is the basic overview of the project? Briefly include background
information if relevant.
- What is the major goal?
- Are there any secondary goals?
- What are the long-term goals?
Audience Profile (Target audience—typical user profile. Profile more than one if applicable.)
- Who is your product or service aimed at?
gender
age range
occupation
primary ethnic group(s)
any other relevant information
- What do they care about?
- How do you want them to respond?
- What do they currently think and feel about the company, product or
service?
- What do we want them to think, feel or do?
- How will this publication help to achieve this goal?
- What adjectives can be used to describe the way the publication and
company should be perceived?
- What are some specific visual goals the publication should
convey?
Competitive Positioning
- How is your company, product or service different from your competition?
- What specifically sets you apart from your competition?
- Targeted Message—State a single-minded word or phrase that will appropriately
describe your company, product or service.
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