Standard Forms and Contracts - The Graphic Design: Reference and Specification - page 179

The 10 Most Important Things to Include in a Creative Brief

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Background
Summary.
Who is the cli-
ent? What is the
product or ser-
vice? What are
the strengths,
weaknesses,
opportunities,
and threats,
or SWOT.
Research,
reports, and any
other documents
that help you
understand the
situation.

Overview.
What is the
project? What
are we designing
and why? Why
do we need this
project? What's
the opportunity?

Drivers.
What is our goal
for this project?
What are we try-
ing to achieve?
What is the
purpose of our
work? What are
our top three
objectives?

Audience.
Who are we talk-
ing to? What do
they think of us?
Why should they
care?

Competitors.
Who is the com-
petition? What
are they telling
the audience
that we should
be telling them?
SWOT analysis
on them? What
differentiates us
from them?