Creative brief

Here's a sample of a creative brief:

Client:  

Project: 

Example: "New campaign to introduce Ready Credit for Citibank."  

1) Background / Overview: This is where you introduce the project.  

2) Describe your logo: 

Talk about your concept. What's the single most important thing we want to say? (Your statement should be concise.) Avoid generalities because they result in ambiguous communications. Also explain your colors and font choices.  

3) What is the objective, the purpose of the logo? 

A concise statement of the effect the new logo should have on consumers. Typically expressed as an action. And frequently focused either on what you want them to think, to feel, or to do.  

4) Target audience: who are we talking to?  

5) Briefly describe your stationary and how it relates to your client's logo.

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