Sign up for a 3/1/13 online workshop covering 7 Tips for Writing Better Creative Briefs, co-presented by SVC and AIGA Seattle. $75 early bird registration. For more details, visit https://www.svcseattle.com/classes/writing-creative-briefs-7-tips-that-matter-online-class-winter-2013/

1. S C H O O L O F V I S U A L C O N C E P T S
C R E A T I V E B R I E F
DATE:
CLIENT:
JOB TITLE:
JOB NUMBER:
ASSIGNMENT What, succinctly, are you asking us to do?
AUDIENCE Who is this effort aimed at? What are they like?
OBJECTIVE What specific results are we after, when must they be achieved? What do we want the audience to do?
SITUATION What’s the current environment--especially with respect to competitors?
ATTITUDES What does the audience think now? What do we want them to think?
Now:
Future:
STRATEGY/TAKE-AWAY “You should (action) (product) because (reason with NO conjunctions).”
TONALITY/PERSONALITY What’s the personality and style of this brand?
COPY POINTS/CAUTIONS/MANDATORIES Other things that should or could be mentioned.
DEADLINES CONCEPT/LO: COPY: LAYOUT: FINAL FILE:
CLIENT APPROVAL ________________________________________________ DATE ________________