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 can help focus creative concept formulation. The samples vary in structure but commonly address the client or brand, product category, communication goals, audience and requirements to provide guidance for designers.

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