Creative Worksheet - Getting the Download From the Client
When I partnered with some friends to create a small agency back in 1999 called Gear Media, I found that many download meetings with our clients would end up being stretched out and repetative. I found that the same questions were asked over and over again, and it ended up being a waste of time for me (though a necessary waste of time). So that’s when I discovered the concept of a Creative Brief. Also called a Creative Worksheet (I guess because they aren’t so brief sometimes), this document allowed me to cut these primary download meetings in half, and give me a better idea of what the client was after.
Soon after Gear Media failed, I had many people ask me for the Creative Brief I had put together, apparently they felt the need for it as well. I happen to think about this today, while looking for it, and thought I’d share it. The following version was the version used for a logo design.
INTRODUCTION
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A significant amount of time can be consumed in meetings, phone calls or emails produce a quality product that meets your needs.
By using the Creative Brief as an information gathering tool, it allows us to assess your product or service. We can more effectively meet your needs and the needs of your target market through the use of this brief.
I . YOUR COMPANY
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1. Your Name: (Name of person filling out brief)
2. Company Name/DBA:
3. Web Address/URL:
4. What products/services does your company provide?
5. How long has your company been in existence?
6. How would you describe your company’s image? (Not how others view your company, but how you view yourself.)
II . COMPETITION
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7. Who are your top 5 competitors? Do they have Web sites? If so, where are their Web sites located? (Web site address/URL, for example: http://www.sitename.com)
1.
2.
3.
4.
5.
7a. (Optional) Any comments on the above companies? (For example: what is well done on their Web site? What could have been done better? Why are they on your competitor list?, etc.)
8. What should we know about your competition?
9. How does your product/service compare with your competitors?
Weaknesses of your product/service:
Strengths of your product/service:
III . TARGET MARKET
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10. Who is your target market? Of the entire market you address, what percentage does the primary or secondary audience hold?
10a. Primary Target Market:
10b. Secondary Market:
11. What are the needs/skills/interests of the audiences listed in 10a & 10b?
12. What does this audience watch, read, listen to?
13. How Web savvy is the majority of your target market listed in 10a?
14. What perceptions DOES your target market (10a) currently have about your product/company?
15. What perceptions WOULD YOU LIKE your target market (10a) to have about your product/company?
16. What persuasive message(s) will most powerfully impact your target market’s perceptions?
IV . LOGO DESIGN
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17. Is your logo identity a:
[ ] NEW logo design
[ ] Redesign of an exisiting log
18. If your logo is a REDESIGN of an existing logo, list your concerns with the current logo?
19. Where will this logo be used? (Check all that apply)
[ ] Corporate Package (letterhead, envelope, business card)
[ ] Signage (building/office)
[ ] Internal memos and fax cover sheets (black and white)
[ ] Checks, invoices
[ ] Screen (Internet, Intranet, email)
[ ] Printed collateral (brochures, spec sheets)
[ ] Advertising (direct mail, direct email and print)
[ ] Shirts, hats, jackets, etc.
[ ] Misc. spiff items (pens, mouse pads, mugs, key chains, etc.
20. Which versions of this logo will you need?
[ ] RGB (screen use)
[ ] CMYK (full color - process printing)
[ ] Black and White (gray scale also)
V . DATES, APPROVALS, AND BUDGETS
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21. Who is the primary contact person at your company for this project?
Name:
Title:
Phone Number:
Email Address:
22. If Different than above (Question #21), who will approve work done by Brad McCall, designer? (Choose one)
[ ] Same as above (preferred)
[ ] Different from above:
Name:
Title:
Phone Number:
Email Address:
Many of the services Brad McCall provides have fixed costs, while others vary according to such factors as complexity, functionality, expandability, deadlines, etc. To help us make recommendations, ensuring that the functionality you desire is in agreement with your budget, provide us with an estimated price range for this project.
23. What is your budget?
Creative Design:
Web Programming:
Other (stock photography, copywriting, etc): $
Other Budgetary Comments:
24. Do you have any other questions, or final comments?
SUMMARY
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Once a contract is submitted, approved, and the project has commenced, the content of this Creative Worksheet will be used to direct the design, development, and marketing processes.