Creative Brief Instructions

Creative Brief Instructions

Objectives: What is the purpose of the project? Know the realistic limits of the creative problems and what can be expected to accomplish the goals.

Target Audience: Who are the customers/ viewers: sex, age, job title, social conditions and geographic concentrations. What motivates them?

Features: How is it used in everyday applicants? What is unique?

Customer or User Benefits: How will the customer be better off? Any trade offs?

Determine all the benefits and rank them- focus on the two strongest. Be clear on the objectives and specific as possible.

Support of Benefit Claims: Ask for the proof of benefits- data, focus group, and testimonial. Get the facts!

Competition: Collect name, prices, good and bad features. Look at the other services objectively.

List of: Considerations | Preferences | Limitations

What are the constraint- budget, schedule, size, paper, use of color, images, corp-standards, personal likes or dislikes?

Distribution Considerations: Look at all requirements- time, money and etc ?

Green Benefits: Understand how you can design to reduce waste but communicate the message. Ask if they had green objectives they thought about?

One Word: What is the essence of the product? Leave only one overall impression. Make this the primary focus for the creative concept.