For the best results, your graphic and copywriting resources should be focused on your project or campaign objectives...not just on being "creative." To eliminate misses-the-mark designs that can keep you at square one, start with a Creative Project Brief. Whether an outside vendor or completed in-house, you can put your creative project on the right path with the help of a few key strategic questions.

Project Objective:

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Audience(s):

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Single most important message/idea the reader should understand and believe:

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Other key messages/benefits/values to communicate:

Why should the reader believe what you say - what proof or evidence can you supply:

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Personality and tone preferred (casual, funny, serious, formal, etc.):

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Keyword Descriptors for your business/organization (circle all that apply):

Action desired (call, visit location, redeem coupon, etc.):

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Color likes and dislikes:

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Image requirements and preferences (literal, conceptual, illustration vs. photography, variety, etc.). List all required images to show in design style selected, as well as desired images you have not supplied:

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Additional input - anything else you can provide to guide the writer and/or designer:

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