Project Brief helps you define project objectives and expectations.

Project Description: What is the main objective of the project? (...to build identity, to advertise, to announce, to invite, to sell specific product or service, to package or contain a product, to build presence, to explain, educate or present complex and lengthy materials, to sponsor and gain publicity, public relations, to remind, to stay in touch, to reward, to congratulate, to entertain, to inform.)

Objective: What is the marketing objective? Does this piece need fit into existing framework and how. Does it need to match previous creative? Is it accompanied by other pieces such as business card, CD, letters? What is the expected life span of this creative?

Creative Strategy: How to accomplish the objective and convince the target group to use our brand? Is concept centered around an event, entertainment location such as themed restaurant, etc.

Target Audience: Who are the people/organizations that will benefit from the product/service (age, gender, education, income, beliefs)? How will they benefit from this product/service? What’s the level of knowlede about this product, service, company?

Market and Competition: What is the industry? Who are the competitors? How do they present themselves in the marketplace? What’s their strategy? What are key points of difference that make our product/company unique?

Format: What is the format for this piece (small- or large-format like posters)? What is the distribution method?

Message: List features and customer benefits that relate to each feature. List support for the benefit claims. Are there any limitations or considerations? If you were to choose just one thing for your readers to remember, what would it be?

Tone and Manner: High-tech, warm & fuzzy, conservative, fun & crazy, artsy, energetic? Conceptual or straight forward approach?

Examples: List good and bad examples.

Provide answers to as many questions as you can and
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