The document provides examples of creative briefs that outline key information for a design project. A brief typically includes the challenge, target audience, brand essence, strategy, execution details, parameters and more. The brief helps focus and guide the creative process to develop concepts that meet the client and project goals.

1. SAMPLE CREATIVE BRIEFS
B!"e#s ma$ %a&e d"##e!en%s #o!ms
Sou!"e: “Ad#e!$%s%n& b' Des%&n” Boo( b' Rob%n Landa

2. What is a brief ?
> A "!ea$%#e b!%e) %s a
s%!a%e'"( p)an
–a (%nd o) map- $ha$ bo%h %he
()"en% and %he des"'n #"!m o!
ad#e!$%s%n& a&en"' a'!ee upon,
a w!"%%en do(umen% ou%)"n"n'
and s%!a%e'"z"n' a des%&n
p!o*e"$.

3. > S$!a$e&', and s$!a$e&' s$a$emen$,
"an be de$e!m%ned ou$s%de a des%&n
b!%e) o! w%$h%n a b!%e).

4. > Mo!e b!%e)s a!e made up o) ques$%on
and answe!s –a hand' )o!ma$ $o )u++'
de+%nea$e $he ass%&nmen$s, ob*e"$%#es
$he p!o*e"$s, des%&n "on$ex$, and $he
aud%en"e.
> The answe!s $o ques$%ons posed %n a b!%e) a!e
usua++' based on p!edes%&n (o! p!e+%m%na!') ma!(e$
!esea!"h; %n)o!ma$%on &a$he!ed abou$ $he p!odu"$,
se!#%"e o! &!oup and aud%en"e; and $he bud&e$.

5. > The "+%en$ and "!ea$%#e
p!o)ess%ona+s "an &o ba"( $o
$he b!%e) )o! &u%dan"e, o!
des%&ne! "an use %$ $o suppo!$
$he%! "on"ep$s o! so+u$%ons.

6. > A $hou&h$)u+, "+ea!
b!%e) "an )os$e! )o"used,
"!%$%"a+ $h%n(%n& and
+ead $o "!ea$%#e "on"ep$s
)o!mu+a$%on.

7. SAMPLE CREATIVE BRIEF #1
> P!o*e(% %"%)e
> De)%ne $he "ha++en&e
> De$e!m%ne $he (e' aud%en"e
> Des"!%be 'ou! "u!!en$ unde!s$and%n&
o) $he b!and o! &!oup
> Iden$%)' $he b!and essen"e
> De$e!m%ne $he s$!a$e&'
> As"e!$a%n $he bes$ me$hods o) exe"u$%on
> Med%a
> Pa!ame$e!s:
> Dead+%nes
> Bud&e$

8. SAMPLE CREATIVE BRIEF #2
> ,+%en$ o! b!and
> P!odu"$ "a$e&o!'
> Un%que se++%n& p!opos%$%on (USP) bene)%$ un%que $o $he
ad#e!$%sed b!and
> Lon&-$e!m pos%$%on
> ,ommun%"a$%on s$!a$e&'
> B!and pe!sona+%$'
> Ta!&e$ aud%en"e
> Bu'%n& and usa&e
> -a+ue, a$$%$udes, and +%)es$'+e
> ,ompe$%$%on
> Suppo!$

9. SAMPLE CREATIVE BRIEF #3
> Who a!e we $a+(%n& $o?
> Wha% %s $he s%n&+e mos$ %mpo!$an$ messa&e we wan$
$o "ommun%"a$e?
> Wh$ shou+d peop+e be+%e#e $h%s?
> Wha% $one o) #o%"e shou+d we use?
> Wha% do we wan$ peop+e $o $h%n( o! )ee+ a)$e!
expe!%en"%n& $he ad#e!$%s%n&?
> Wha% a!e $he !equ%!emen$s?
> Is %he!e a bes$ med%a "hanne+ )o! $h%s messa&e?

10. SAMPLE CREATIVE BRIEF #4
> Pos"%"on: Wha$ d%))e!en$%a$%n& %dea wou+d be bo$h
!e+e#an$ $o ou! $a!&e$ aud%en"e and "ha++en&%n& $o $he%!
"u!!en$ $h%n(%n& "on"e!n%n& $he b!and o! &!oup
> +onne(%"on: Wha$ so"%a+ o! emo$%ona+ asso"%a$%on does ou!
$a!&e$ aud%en"e ha#e w%$h $h%s %dea?
> +on*e(%u!e: How "an we bes$ %n)o!m ou! "on*e"$u!e $o
so+#e $h%s "ommun%"a$%on p!ob+em
> Ins"'h%: Wha$ abou$ $he b!and "ou+d he+p us s$a!$ a
d%a+o&ue be$ween $he b!and and ou! "onsume!s, amon& ou!
$a!&e$ aud%en"e and/o! w%$h%n pop "u+$u!e