CREATIVE BRIEF

What is the product/service you provide?
What are the strengths, weaknesses, opportunities and threats?
Are there existing research, reports and other documents *
What is the project? What are we designing and why? Why do we need this project? What’s the opportunity?
What are we trying to achieve? What is the purpose of our work?
What are our top three objectives?
Who are we talking to? What do they think of us? Why should they care?
Who is the competition? What are they telling the audience that we should be telling them? What differentiates us from them?
How should we be communicating? What adjectives describe the feeling or approach?
Are we developing new images or picking up existing ones? If we are creating them, who/what/where are we photographing or illustrating? And why?
Any mandatory information that must be included? List of deliverables? Preconceived ideas? Format parameters? Limitations and restrictions?
What is the timeline and schedule of this project?
Who are we reporting to? Who exactly is approving this work? Who needs to be informed of our progress? By what means?
What is the budget of this project?