Download The date of writing is also indicated within this address for easier reference. Including the company logo is a good way to foster professionalism and promote your brand. Such a logo will also make identification of materials affiliated to a given organization easier and fast. The reference number of the letter must as well be included.
Bob Angus 5 Comments A creative brief also known as a design brief is the best way to communicate key elements and objectives of your creative project. A great brief can lead to the most imaginative and effective campaigns.
Use this free creative brief template as the starting point to working with agencies, freelancers, writers, communications teams, and web design shops. The creative brief template below is the same one that I use for all of my projects. It provides key design considerations and a list of questions that will help describe your project or campaign.
As the subject matter expert for your project, you are best suited to explain relevant details about the target audience, key messages, and brand guidelines. It can take time to complete a thorough creative brief, but you will save a lot of time over the course of the project and most likely result in top quality, high impact creative work.
It is also important that you sit down and discuss your creative brief with your design or creative team. Give them inspiration and share your knowledge, but avoid prescribing the creative elements.
Or as the excellent creative brief guide from AdCracker. Bummer briefs are incomplete, or dictate the creative, or use ambiguous language. Here is the creative brief template that I use.
You may download a MS Word version for free. Creative Brief Template Overview Provide a brief description of project and the expected deliverables. Keep this overview to just one paragraph as this is the creative brief only. Additional details can be referenced in the Resources section.
Objectives List desired outcomes and strategies for success, including measurable results if possible. Schedule and Budget Identify the target due date for the finished project and any event date driving completion. Also include major milestones or checkpoint dates that occur during the creative and production process.
Provide budget information for the project as appropriate. Target Audiences Target audience is the most important part of the creative brief. Provide the following types of audience information: Audience types — relevant industry, market segment description Buyer types — relevant description of individuals by role business decision maker, technical buyer, marketing, sales, etc.
Key motivations — What makes them act? What emotion can we connect with? Key issues — What are their problems that we can solve? Characteristics — Where do they access information? What types of media do they consume? Demographics — gender, age, etc. Present information that can be used in developing the creative: Benefits and features Facts and proof points — rank by a credible 3rd party, major milestones Testimonials, case study examples What action do you want the audience to take?
Where do they go or click? Creative Considerations Identify any requirements and brand considerations that impact format, copy, and visual elements, including: Format — web, print, video, sound Layout — considerations in accordance to brand guidelines Tone — personality or voice that resonates with the audience or as required in accordance to brand guidelines Visual — color palette, typography, graphics, photography, logos, icons Localization — any language or regional considerations or requirements Resources Link to additional resources and reference materials that can be researched during creative development, including:Writing Policy Briefs: A Guide to Translating Science and Engaging Stakeholders.
Short policy briefs are useful tools for conveying the implications of scientific evidence for policy and practice. Writing effective policy briefs (and issue or research briefs) requires a specific set of communication skills.
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