The creative brief

- [Instructor] A good Creative Brief is developed…by the client and/or the designer,…and quite frequently together.…It forms the definition of a project…and needs to inform everyone working on it…of its goals, its scope, and vision.…It'll identify the target audience,…the overall objectives, and the potential lifespan…of the project, along with any constraints…and some scheduling details.…It's this that you'll refer to throughout the phases…to ensure that the ideas…and the work are meeting those objectives.…

An example of the content of a Creative Brief,…and not necessarily in this order,…would include something like why.…What's the scope of the project, including its goals?…What's going to be produced?…The message that's intended to be conveyed…and the CTA, or call to action.…It's the compelling argument or offer…that's meant to invoke some sort of anticipated response.…Who the target audience is that the project is aimed at.…

How the message and tone of the content…and the timeline for all of the different phases…