Brief

    Client
    Project Name

    Client Name

    Brand

    Product

    Contact Info: Name

    Phone

    Email

    Address

    Date

    Author

    Project PURPOSE | why?

    OPPORTUNITY | ultimate impact?

    OBJECTIVE what does the project work to achieve?

    CREATIVE / DESIGN ELEMENTS what are the fundamental creative/design components of the project? Ie. styleguides, look and feel, specific printed pieces

    TARGET AUDIENCE PROJECT TARGET | who are we trying to reach?

    BRAND TARGET | who does the brand speak to?

    DESIRED REACTION | what actions do you wish your market to take?

    ATTITUDE PROJECT TONE | what traits are we trying convey?

    BRAND PERSONALITY | what characteristics define the brand?

    COMPETITIVE ANALYSIS REFERENCES | research, inspiration, and styles

    THE TAKEAWAY | what is the key idea to be remembered?

    TAG LINE | prepared copy, key words, or theme

    IMAGE REQUIREMENTS GRAPHICS

    PHOTOGRAPHY

    MULTIMEDIA

    SCHEDULE PROJECTED TIMELINE

    IMPORTANT DATES / DEADLINES

    BUDGET AMOUNT

    FURTHERMORE include any additional critical information

    COMMENTS AND APPROVAL CLIENT CONTACT | name & title

    Comments