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Creative brief blueprint

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Creative Brief Blueprint
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Creative brief blueprint

  1. 1. Creative Brief Blueprint Something you can actually use Excerpts from article by Katy French
  2. 2. Why a Creative Brief Matters • the foundation of any creative project. • NOT a cursory piece of communication
  3. 3. Creative Briefs several specific purposes: • outlines objectives • provides all pertinent project information • keeps everyone on the same page • acts as anchor for every stage of creative process
  4. 4. What it includes
  5. 5. Client Name:
  6. 6. Client Name: Team Name & Contact Details: • team name • Contact w/email & phone • Contributors: team members
  7. 7. Creative Strategy Statement • The statement you crafted as part of your research.
  8. 8. Summary of Key Facts • Brief summary of the client, job and requirements. • Should sort out info from SWOT • What is this job about? • Paint a picture for your team that answers the who, what, and where of the project.
  9. 9. Definition of Primary Advertising Problem Describe unmet consumer need that this product or service fills or how this product addresses a need in a unique way • This grows out of the Key Facts • MUST BE A PROBLEM THAT ADVERTISING CAN SOLVE
  10. 10. Communication Objectives • State the desired effect your advertising will have on the target • Your research should direct your objectives • Clearly detail the main goals you hope to achieve
  11. 11. Target Market Identify your consumer • use information from your Consumer Profile
  12. 12. Primary Competition Identify the brands which your consumers trade in and out of on a regular basis
  13. 13. Key Consumer Benefit or Promise • What are you offering your target? • Is the benefit perceived to be important, believable and unique?
  14. 14. Support or Reason Why • You must give reasons to the target that your product will do what you say it will
  15. 15. Tone Statement Indicates the “mood” of the execution (i.e. humor, upbeat, youthful, serious, authoritative) • Specify how you would like to communicate. • Include adjectives or feelings that might influence your creative approach.
  16. 16. Mandatories & Limitations • The brand’s logo, slogan, website or contact info • Consistency with existing communication materials • Any legal requirements • Are visuals in place or must be created? • How will the visuals convey the message? • What visual style do you want? • Historical design specifics • References or inspiration
  17. 17. 1) Assume Your Team Knows Nothing • Your creative brief influences your ideation • cover both small and big picture issues. • include everything a person would need to know if they were just brought on to the project. • COMPREHENSIVE / CONCISE
  18. 18. 2) Highlight the Problem • Your purpose is to educate everyone on the core challenges you are trying to solve through creative work. • Make sure it is clear on primary objectives
  19. 19. 3) Strike a Balance • Take the word “BRIEF” seriously! • Only include necessary info • Distill & Disseminate the most relevant info
  20. 20. 4) Clarify Your Language • Cut back on jargon • Avoid acronyms, buzzwords, or slang • Define concepts in plain language
  21. 21. 5) Vet Your Brief • Have someone outside the discussion vet your brief. • Do they get it? Any mistakes?
  22. 22. Creative Brief as Guide • Use Brief in every state of creative process • Stay on message

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