Creative Brief

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What is your organization about? What problem(s) are you trying to solve?*
This can be your mission or vision statement. Come at it both from your organization’s perspective but also your audience(s).
Who is your target audience(s)? What are their pain points?*
What are you promising your audience(s)? (Product/service/brand/solution, etc.)*
Why should they give a damn? Rational AND emotional reasons.

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How do we want people to feel about your organization?*
Think about keywords or phrases that relate to the outcomes you want to achieve
What’s the buyer journey?*
What do we want people to do and how should they do it? This can be different for different audiences. (eg. donate, contact, fill out a form, purchase a product)
Who’s your competition?*
What should the logo and other key visuals convey? Give me some keywords.*
Bonus: Describe a logo or brand out there that has the same FEELING or MISSION as yours. Does not have to be in the same industry.*
For example, if you’d like your brand to come across as bold, innovative, sleek, and human, you may suggest Apple as a brand to look to for inspiration.
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