CREATIVE BRIEF

PROJECT NAME 09/17

04 SEPTEMBER 20XX / YOUR COMPANY’S NAME

PROJECT SUMMARY
A paragraph or two about the entire scope of the project.

OBJECTIVE
The reasons behind the project, what you want to accomplish with it, any
problem(s) you want to address and solve, and the metrics you’ll use to
measure success or failure.
● Lorem ipsum dolor sit amet, consectetuer adipiscing elit.
● Suspendisse scelerisque mi a mi.

TARGET AUDIENCE
Establish exactly whom your client’s customer or user is that you want to
reach with this campaign.

IMAGE DESCRIPTION

Demographic details
Behavioral habits
Other background information
PROJECT TONE
The tone you use indicates traits about your brand that your audience will
pick up on. Are you trying to come across as serious and professional or
perhaps more casual and relaxed? To facilitate the process, you can
circle/select tones that are relevant for the current project below, or add
your own:

Formal Conversational Emotional Warm

Casual Informed Rational Authoritative

Fun Scientific Calm Friendly

Professional Inspiring Aggressive Sophisticated

MESSAGING
What you want to say with the entire project or campaign. Figure out what
words to use in your blog post, landing page, packaging design, website,
social-media campaign, brochures, banners, etc.

VISUALS
Specify the images you’ll require (think of brand alignment), where you’re
going to shoot them (studio/indoors, outdoors, etc.), and who you want to
photograph (real people like employees or professional actors/models who are
hired just for the shoot).

UNMODIFIABLE BRAND ASSETS

Outline any brand elements that will serve as building blocks for the process.
Examples include:
● A logo
● A signature tagline
● A positioning statement
 ● Color palette

COMPETITION
Describe your client’s main competitors. Define strengths, weaknesses,
opportunities, and threats.

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

DELIVERABLES LIST
Include the specifics on any file formats that you require (such as PNG, PSD,
JPG), size details (650 X 800 pixels, etc.), and other vital information
necessary to complete the deliverables.

DELIVERABLE NAME SPECS/DIMENSIONS FILE TYPE

SCHEDULING AND TIMING

Set down firm expectations in this section.

PROJECT STAGE DUE DATE

BUDGET
Set a budget to guard against any cost overruns that are likely to occur
without the proper discipline.

PROJECT COMPONENT COST