SAMPLE CREATIVE BRIEFS B!"e#s ma$ %a&e d"##e!en%s #o!ms

Sou!"e: “Ad#e!$%s%n& b' Des%&n” Boo( b' Rob%n Landa

What is a brief ?

> A "!ea$%#e b!%e) %s a

s%!a%e'"( p)an –a (%nd o) map- $ha$ bo%h %he ()"en% and %he des"'n #"!m o! ad#e!$%s%n& a&en"' a'!ee upon, a w!"%%en do(umen% ou%)"n"n' and s%!a%e'"z"n' a des%&n

p!o*e"$.

> S$!a$e&', and s$!a$e&' s$a$emen$, "an be de$e!m%ned ou$s%de a des%&n

b!%e) o! w%$h%n a b!%e).

> Mo!e b!%e)s a!e made up o) ques$%ons and answe!s –a hand' )o!ma$ $o )u++'

de+%nea$e $he ass%&nmen$s, ob*e"$%#es o) $he p!o*e"$s, des%&n "on$ex$, and $he

aud%en"e.

> The answe!s $o ques$%ons posed %n a b!%e) a!e

usua++' based on p!edes%&n (o! p!e+%m%na!') ma!(e$ !esea!"h; %n)o!ma$%on &a$he!ed abou$ $he p!odu"$, se!#%"e o! &!oup and aud%en"e; and $he bud&e$.

> The "+%en$ and "!ea$%#e

p!o)ess%ona+s "an &o ba"( $o $he b!%e) )o! &u%dan"e, o!

des%&ne! "an use %$ $o suppo!$ $he%! "on"ep$s o! so+u$%ons.

> A $hou&h$)u+, "+ea! b!%e) "an )os$e! )o"used, "!%$%"a+ $h%n(%n& and

+ead $o "!ea$%#e "on"ep$s )o!mu+a$%on.

SAMPLE CREATIVE BRIEF #1  > P!o*e(% %"%)e

> De)%ne $he "ha++en&e > De$e!m%ne $he (e' aud%en"e > Des"!%be 'ou! "u!!en$ unde!s$and%n& o) $he b!and o! &!oup > Iden$%)' $he b!and essen"e > De$e!m%ne $he s$!a$e&' > As"e!$a%n $he bes$ me$hods o) exe"u$%on > Med%a > Pa!ame$e!s: > Dead+%nes > Bud&e$

SAMPLE CREATIVE BRIEF #2  > ,+%en$ o! b!and > P!odu"$ "a$e&o!' > Un%que se++%n& p!opos%$%on (USP) bene)%$ un%que $o $he ad#e!$%sed b!and > Lon&-$e!m pos%$%on > ,ommun%"a$%on s$!a$e&' > B!and pe!sona+%$' > Ta!&e$ aud%en"e > Bu'%n& and usa&e > -a+ue, a$$%$udes, and +%)es$'+e > ,ompe$%$%on > Suppo!$

SAMPLE CREATIVE BRIEF #3  > Who a!e we $a+(%n& $o? > Wha% %s $he s%n&+e mos$ %mpo!$an$ messa&e we wan$ $o "ommun%"a$e? > Wh$ shou+d peop+e be+%e#e $h%s? > Wha% $one o) #o%"e shou+d we use? > Wha% do we wan$ peop+e $o $h%n( o! )ee+ a)$e! expe!%en"%n& $he ad#e!$%s%n&? > Wha% a!e $he !equ%!emen$s? > Is %he!e a bes$ med%a "hanne+ )o! $h%s messa&e?

SAMPLE CREATIVE BRIEF #4  > Pos"%"on: Wha$ d%))e!en$%a$%n& %dea wou+d be bo$h !e+e#an$ $o ou! $a!&e$ aud%en"e and "ha++en&%n& $o $he%! "u!!en$ $h%n(%n& "on"e!n%n& $he b!and o! &!oup > +onne(%"on: Wha$ so"%a+ o! emo$%ona+ asso"%a$%on does ou! $a!&e$ aud%en"e ha#e w%$h $h%s %dea? > +on*e(%u!e: How "an we bes$ %n)o!m ou! "on*e"$u!e $o so+#e $h%s "ommun%"a$%on p!ob+em > Ins"'h%: Wha$ abou$ $he b!and "ou+d he+p us s$a!$ a d%a+o&ue be$ween $he b!and and ou! "onsume!s, amon& ou! $a!&e$ aud%en"e and/o! w%$h%n pop "u+$u!e