Creative Brief

Company Letterhead

{{company_name}}

{{company_address}}

Phone: {{phone}}

Email: {{email}}

Website: {{website}}

Project Overview & Background

Project Title: {{project_title}}

Date: {{date}}

Prepared For: {{client_name}}

Prepared By: {{preparer_name}}

Brief Summary:

Provide a concise overview of the project, its purpose, and the key challenge or opportunity it addresses.

Project Goals & Objectives

What are the primary goals of this project?

What specific, measurable objectives will define its success?

Example: Increase website traffic by 20% within 3 months, Generate 50 new leads in Q4.

Target Audience

Who is the primary target audience for this creative output?

Demographics (Age, Gender, Location, Income, Education, etc.):

Psychographics (Interests, Values, Lifestyles, Attitudes, etc.):

Key insights about the target audience relevant to this project:

Key Message & Call to Action

What is the single most important message to communicate?

What action do we want the target audience to take?

If applicable, what is the desired emotion or feeling we want to evoke?

Deliverables & Specifications

List all required creative deliverables (e.g., social media graphics, video, website redesign, print ad).

For each deliverable, specify formats, dimensions, duration, platforms, and any technical requirements.

Tone of Voice & Brand Guidelines

Describe the desired tone of voice for this project (e.g., professional, playful, authoritative, empathetic).

Are there existing brand guidelines or style guides to adhere to? If so, where can they be accessed?

Budget & Timeline

Estimated Budget: {{budget_amount}}

Key Milestones & Deadlines:

- Briefing Date: {{briefing_date}}

- First Draft/Concept Presentation: {{first_draft_date}}

- Final Delivery Date: {{final_delivery_date}}

Are there any hard deadlines that cannot be missed?

Mandatories & Dislikes

Are there any elements that absolutely must be included?

Are there any elements or approaches that absolutely must be avoided? (e.g., competitor styles, outdated imagery).

Approvals & Key Contacts

Who needs to approve the creative work at each stage?

Key internal and client contacts for this project, including their roles and contact information.

Signature Block

_________________________

{{preparer_name}}

Date: {{signature_date}}

_________________________

{{approver_name}}

Date: {{approval_date}}