Creative Brief
The goal of a brief is to achieve stakeholder alignment on a project before it begins.
Name *Email *Phone *Background *Describe the subject and background or overview. [What is the specific subject that this project pertains to? What are the characteristics of the product, project, service, activity or program this project is meant to support?]AudienceWho is the audience? [Identify the general characteristics that describe the audience, what they identify with, and what they are motivated by. Identify any other key stakeholders related to the audience.]MessageWhat is the message? [Single key message (one Sentence). Be as clear and concise as possible. Leave as little room for interpretation as possible. How does this relate to your priorities and your business strategy?]PerceptionHow should the audience perceive the product or service? [What feeling or impression should the product or service invoke in the audience?]ProductWhat is the product? (e.g., Advertisement, Article, Brochure, Collateral, Display or Booth Design, Fact Sheet, Flyer, Illustration, Logo, Marketing and Outreach Material, Photo, Poster, Video, etc.)Schedule/DeadlineWhat is the schedule and is the product or service “event” related? [Identify any milestones, special events/conferences]Approvals/Stakeholders *Approval/Stakeholder Review: Who has ultimate approval authority, who are the key stakeholders involved?BudgetWhat is the overall budget?CommentsAnything else we need to know? [Please provide any additional information or direction that will help to define the final work.]
