Creative Brief

# Creative Brief

**Card ID**: `CRE-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | Approved | In Production | Complete
**Project**: {PROJECT_NAME}
**Due Date**: {DATE}
**Owner**: {OWNER_NAME}

---

## Project Overview

### What We're Creating

| Field | Value |
|-------|-------|
| Project name | {Name} |
| Deliverables | {List of assets} |
| Campaign/initiative | {Parent campaign} |
| Final delivery date | {Date} |

### Background

{2-3 sentences on why this project exists and what business need it addresses}

---

## Objectives

### Business Objective

{What business outcome this creative should achieve}

### Creative Objective

{What the creative specifically needs to accomplish}

### Success Metrics

| Metric | Target |
|--------|--------|
| {Metric 1} | {Target} |
| {Metric 2} | {Target} |

---

## Target Audience

### Primary Audience

| Attribute | Detail |
|-----------|--------|
| Who | {Demographics, role, industry} |
| Current mindset | {What they think/feel now} |
| Desired mindset | {What we want them to think/feel} |
| Pain points | {Challenges they face} |
| Motivations | {What drives them} |

### Audience Insights

{Key insight about the audience that should inform creative}

---

## Message

### Single Most Important Message

{One sentence the audience must take away}

### Supporting Messages

| Priority | Message |
|----------|---------|
| Secondary | {Supporting message 1} |
| Tertiary | {Supporting message 2} |

### Tone & Voice

| Attribute | Description |
|-----------|-------------|
| Tone | {Aspirational / Professional / Playful / Urgent / etc.} |
| Voice | {How we speak - brand voice characteristics} |
| Energy | {Calm / Dynamic / Intense / Soothing / etc.} |

### Required Copy Points

- [ ] {Mandatory copy element 1}
- [ ] {Mandatory copy element 2}
- [ ] {Call to action}

### Copy to Avoid

- {Phrase or theme to avoid}
- {Phrase or theme to avoid}

---

## Creative Direction

### Visual Direction

{Description of desired look and feel}

### Mood/Inspiration

| Reference | What We Like About It |
|-----------|----------------------|
| {Link/image} | {What to take from it} |
| {Link/image} | {What to take from it} |
| {Link/image} | {What to take from it} |

### Color Direction

| Usage | Colors |
|-------|--------|
| Primary | {Colors} |
| Secondary | {Colors} |
| Accent | {Colors} |

### Imagery Style

| Attribute | Direction |
|-----------|-----------|
| Photography | {Style, subjects} |
| Illustration | {Style if applicable} |
| Icons | {Style if applicable} |
| Graphics | {Style} |

### Typography

| Usage | Direction |
|-------|-----------|
| Headlines | {Font, style} |
| Body | {Font, style} |
| CTAs | {Font, style} |

---

## Deliverables

### Asset List

| Asset | Format | Dimensions | Quantity | Use |
|-------|--------|------------|----------|-----|
| {Asset 1} | {Format} | {WxH} | {#} | {Where used} |
| {Asset 2} | {Format} | {WxH} | {#} | {Where used} |
| {Asset 3} | {Format} | {WxH} | {#} | {Where used} |

### File Specifications

| Spec | Requirement |
|------|-------------|
| Color mode | RGB / CMYK |
| Resolution | {DPI} |
| File formats | {PNG, JPG, PDF, etc.} |
| Max file size | {Size} |
| Naming convention | {Convention} |

---

## Brand Requirements

### Brand Elements

| Element | Usage |
|---------|-------|
| Logo | {Placement, size requirements} |
| Colors | {Approved colors from brand guide} |
| Fonts | {Approved fonts} |
| Photography | {Style guidelines} |

### Brand Guidelines Reference

Link: {URL to brand guidelines}

### Legal Requirements

- [ ] Copyright notice: {Text}
- [ ] Trademark symbols
- [ ] Disclaimers: {Required text}
- [ ] Regulatory: {Industry-specific requirements}

---

## Competitive Context

### What Competitors Do

| Competitor | Their Approach |
|------------|----------------|
| {Competitor 1} | {What their creative looks like} |
| {Competitor 2} | {What their creative looks like} |

### How We Differentiate

{How our creative should stand apart}

---

## Timeline

| Milestone | Date |
|-----------|------|
| Brief approval | {Date} |
| Concept presentations | {Date} |
| Concept approval | {Date} |
| First draft | {Date} |
| Feedback round 1 | {Date} |
| Revisions | {Date} |
| Final approval | {Date} |
| Delivery | {Date} |

### Review Process

| Round | Reviewers | Focus |
|-------|-----------|-------|
| Concept | {Names} | Direction alignment |
| Draft 1 | {Names} | Execution feedback |
| Final | {Names} | Approval |

---

## Budget

| Category | Amount |
|----------|--------|
| Creative development | ${} |
| Production | ${} |
| Stock/assets | ${} |
| **Total** | **${}** |

---

## Team

### Project Team

| Role | Name | Responsibility |
|------|------|----------------|
| Project owner | {Name} | Brief, approvals |
| Creative lead | {Name} | Concept, execution |
| Designer | {Name} | Design production |
| Copywriter | {Name} | Copy development |
| Approver | {Name} | Final sign-off |

### Agency/Vendor (if applicable)

| Vendor | Contact | Role |
|--------|---------|------|
| {Agency} | {Name} | {Scope} |

---

## Appendix

### A. Existing Assets

| Asset | Location | Notes |
|-------|----------|-------|
| {Asset} | {Link} | {How to use} |

### B. Copy Document

{Link to detailed copy}

### C. Previous Campaign Reference

{Links to previous work for context}

---

## Approval

| Role | Name | Status | Date |
|------|------|--------|------|
| Requestor | | | |
| Brand | | | |
| Legal | | | |
| Final | | | |

---

## Version History

| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial brief |

---

*Template version: 1.0 | MMK Framework*