Creative Brief
           Project name
           Brief written by
           Date
           Deadline
           Budget                                           Volume (if applicable)
           Key dates          Assets to Consider            Artwork / live date
           Project approval   Name(s)
          Project background
          (How did this project originate? Why is it required? Is it a new initiative?)
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          What is the key objective?  
          (What are trying to convince our audience to do? What are we hoping to achieve?)
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          Who are our target audience?
          (Who are we speaking to? Can you provide a sample profile?)
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          What’s the single most important message we want to communicate?
      (If the project focused on one thing, what would that be? At a glance, the one thing our audience take from the project)
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      How do you want the project to look and feel?
      (Consider use of colours, tone of voice, style (corporate, friendly, sophisticated, daring etc.), Has another project / piece 
      inspired you? How do you want your audience to feel when they see this? How do you want the organisation to be 
      perceived as a result?)
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      What format will the project take?
      (Print: Finished size, suggested number of pages, pagination. Digital: Website, microsite, email etc. Number of sections 
      and pages, prioiritse pages) 
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      Functionality & technical specifications (Digital only)
      (What does the project need to include? Eg. e-commerce, video player, user registration, user-generated content etc. List 
      out anything above and beyond simple content pages. You don’t have to include a full functional spec here, but if there is 
      something you absolutely, positively need included this is the time to say. Likewise, if you have a requirement for a 
      particular coding language or need hosting, mention it here)
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      What are we going to be judged on?
      (Number of enquiries, response rate, ROI, donations, clicks, visits, % increase in visits, sharing, retweeting etc.)
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      What are the possible barriers to response?
      (Typical barriers might be economic climate, lifestyle, income, competitor activity, lack of information)
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        How do we want our target audience to respond?
        (Prioritise the actions: respond, call, donate, book, download, subscribe, spread the word etc.)
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        Mandatory inclusions
        (Logos, fonts, images, straplines, specific colours etc.)
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        Background documents
        (Please also provide any relevant brand guidelines, images, logos, reference material, case studies, copy etc.)
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        Details of key project stakeholders
        (List parties involved: project managers, management in approval chain, third party suppliers etc.)