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What to Include in Your Creative Brief

  • A paragraph or two about your project’s objectives.
  • Notes on themes or ideas. Make sure to be clear about how closely (or loosely) you want them followed.
  • Your audience: Describe them briefly, give key demographic information.
  • Examples of projects you like in a similar format (websites, info-graphics, etc).
  • Brand and copy style guidelines: the fonts, tone, colours, logos, and other elements that will keep this content consistent with your brand.
  • The specifications for the final product: file types, sizes, formats…
  • The full list of assets you need. Will you need a banner? Copy for social media promotions?
  • Information about both launch dates, due dates and flexibility.

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