Most creative problems are brief problems in disguise. A clear page at the start saves weeks of revisions at the end, and it gives everyone, client and studio, something fair to judge the work against.
- The business goal, with a number if possible.
- Who the work is for, and what they believe today.
- The one thing the work must make them feel or do.
- Where it will run, and in which languages.
- What is fixed: budget, dates, brand assets, legal lines.
- Two references you love and one you do not.
If the brief fits on one page, the work usually fits on one idea.
We write the first draft with you on a call, then send it back for sign-off. It takes forty minutes and removes most of the guessing.
