A better brief checklist Use this checklist to evaluate your brief before it goes out the door.
Business and marketing strategy What’s needed?
And why?
Key Business Objectives (KPIs)
This gives us a way to measure our progress during the project and success after the project.
Provide us with a list of reasons why this project is vital to the business, in order of priority.
Target Audience & Bullseye Paint a picture of your perfect customer, the customer who absolutely wants or needs your product or service.
Key Brand/Product Insights What insights do you have about the category, your brand, and your product?
Unique Selling Point (USP) Why does your brand exist? What is different about it? What aspects of a design do, or can, your brand own?
Brand Essence What are your brand's core characteristics, such as its values, what the brand stands for, and how you want people to feel about your brand?
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When we can see a clear portrait of the customer, the tangible nature of the picture helps us create a clear design.
Insights can reveal consumer expectations of your brand or its category, for example, a color cue. This, in turn, informs design considerations.
Your brand's unique selling point helps us develop a unique visual language with design elements that showcase what makes your brand special.
Your brand essence helps us deliver a positive and consistent emotional experience through design to showcase your brand's heart visually and verbally.