When writing creative briefs. Every hour saved in planning can save days throughout the process – time that can be used to give a more competitive quote or a more valuable service. At the loft, we want to help remove some of the guesswork so we’ve compiled a 10-point checklist to help you out.
1. What do you want to achieve with the project?
What are you trying to achieve with the creative project? Do you know exactly what you would like to do or do you have some goals in mind.
Goals may include.
– We would like to increase the sales of a various product or service.
– We want our company to buy into our brand values.
– We are looking to change the perceptions of our brand online.
– Anything else
Understanding what you want to achieve lets us consider the best way to help you get there.
2. Company info?
Some info on your company gives us an idea of who you are and what you stand for.
Any of the following really helps.
– What does the company do?
– What is its competitive advantage in the marketplace?
– The company’s vision, values or mission statement?
– Anything else you can tell us?
We know who you are, now who do you want to talk too? The better we can understand the target audience the more we can create a targeted message to suit.
Tell us about your audience, are they.
– Customers/ Suppliers/ Staff?
– Take their time/Don’t have time to waste?
– Anything else we haven’t mentioned?
What’s the message you want to communicate?
It can be any of the following.
– A general marketing message or the company USP?
– The promotion of a specific product or service offering?
– A series of consumer benefits or features for a product?
– The communication of your core values ?
Understanding of the message, the messenger and the audience for a creative project are fundamental to its success.
4. Who’s the creative team?
Knowing each of the different people that we shall be working with and who to go too is incredibly helpful.
– Responsible for the content?
– Going to work through the fine details?
– The person responsible for the final decision?
Are there any other third parties we need to know about – Print partners? IT people? Copywriters? Photographers?
Every project has unknown unknowns, known unknowns and stuff we definitely know. (get your head around that.) Tell us about the stuff you DO know – the tangibles.
– The size or orientation of a brochure
– The number of pages on that brochure or website
– Things that go on each page (images, text, graphics, social media bookmarks, etc.)
– Appropriate call-to-actions.
– Other features such as contact forms, social media links, etc.
We can help fill in the blanks.
6. Good examples?
We love to see what you have in mind for projects whether it is scrap-book cut outs of competitors work, links to relevant websites or just some things you have in mind – it is really useful to see where your head is at with a creative project and we can build on that.
7. Brand Guidelines?
With brand guidelines, if you have them, we want them.
8. Content, Content, Content!
What is the one thing that stalls 90% of creative projects? Yep, you’ve guessed it, it’s the availability of written and image content. Written copy tends to be a stumbling block, particularly for brochures and websites. If you are struggling with copy — speak to us and we will be able to help by either recommending a copywriter, helping you to write it ourselves or working with you in another way to source copy.
9. Key Deadlines?
An obvious but important one. Every project has a fixed deadline but knowing the times for other milestones, such as board presentations, internal reviews or other events mean can be helpful too. It means we can provide bits of copy or other relevant materials for a project in the interim.
Let us know where you feel comfortable? Even having a ballpark allows us to properly spec your project. It allows us to determine how ambitious we can be creatively. The more time we can spend on your project instead of speccing your project, is time that we can re-invest into the relationship. We also have a separate guide in helping clients maximise their creative budgets, check it out here >>>
And that’s us. As we said above, we don’t need everything on the list above but the more you can let us know – the more able we are to deliver a spec, proposal and eventually a project that surpasses expectations. If you are looking for a hand, don’t hesitate to contact us.
Benedetto is an ideas-driven Creative Entrepreneur. He is on a mission to unleash the power of creativity to create a better world – for people, business and society. He is the founder of the loft, a design and branding house which operates worldwide helping companies bring their brands to life in the most imaginative and effective ways possible. A real man on a mission. Benedetto likes to make things happen and happen fast and in a big way. He wants things done yesterday and is relentlessly driven in his quest to make tomorrow better than today for his company, the people he serves and the wider community.