Describe Your Company
Provide context and background information on your company to help me get a better understanding of your business. Who are you and what services and/or products do you offer?
Include links to your website and any other background material that might be helpful.
Describe what the project is, what it entails, and why you’re doing it.
Explain Your Objectives
This is probably the most important part of the brief, and it’s essential that you think through your strategy and objectives completely before you get the project underway. These details will help me understand your goals and come up with solutions that address them.
Why do you need this project? What are you hoping to achieve with it? What are your goals? Is there a problem you’re trying to solve? How will you measure success?
Define Your Target Audience
Who’s your customer? Who are you trying to reach with this project or campaign? Share demographic information and any behavioral insights you may have on them.
Outline the Deliverables
Provide details needed to deliver the right assets.
Details on the Tone, Message, and Style
The style and tone should be consistent with your brand and will also hinge on what the project is, what you’re trying to achieve, and what action you want your customers to take. To help inform the messaging and ensure it aligns with your objectives, be sure to include your strategic positioning and the key messages that need to be addressed.
Think words like: formal, modern, classic, minimal, fun/lively, peaceful, friendly, trusting, etc
If you have examples of past campaigns or related projects, be sure to share them. Also provide any other factors or requirements that might affect the creative direction.
Visuals You Like and Dislike
This helps get a grasp on the visual direction you want to take, tying into the brand style and tone. Do you have a specific brand color palette, fonts, or imagery you use?
Provide examples and URLs to websites, designs, or images that inspire you; as well as those you don't like.
Identify Your Competition
Who are your competitors? Include an overview of the competitive landscape and any trends or market conditions impacting your industry.
For this project, what are your competitors doing as a point of comparison and as a point of differentiation? For example, if you’re refreshing your logo, what types of logos and colors do your competitors use?
These details can greatly help inform the direction I will go in (I'll do additional research as well). You can also include a few examples of designs you like or dislike.