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This is a GREAT reference. When I first looked at the e-mail letting us know that we were expected to create a design brief in such detail rather than just a compilation of our notes and research I was overwhelmed. I now feel that I understand what is expected of us, it is still going to be difficult and time consuming, but I now have a resource to help me along.

This will be something that I will definitely be using now and in the future to come!!!

Creative Brief:
This is an document (usually written by the person who has the most contact with the client) that can range anywhere from 1-10 pages that describes important information about an upcoming project, with this the working team can fully understand all aspects of the assignment. Many times designers are working on multiple projects at once, having a design brief for each project gives designers a reference so that all this information does not have to be memorized or forgotten.

In any project it is important to have set goals and guidelines that everyone is aware about so that additional time/money/effort is not wasted on going in the wrong direction. Having this document before designing is key to a successful outcome. It also puts clients at ease because they have a sense of what is going on behind the scenes.

An important thing to remember about a design brief is there is no right or wrong way to do it. It all depends on what the job is, what information is pertinent to the project, that team members are on the same page, and that the client approves it.

Creative Brief Content: (typically)
Client Information:
This usually includes things such as the clients full name, years in business, accomplishments, organization's background information, competitors and competitiveness, intended audiences, and the context for the project.

Project Information:
This includes a basic short overview, key information, and hierarchy of the project on hand. Things like: what is the key message and tone wanting to be conveyed?

Project Goals & Requirements:
-what are the problems to solve?
-where are the opportunities?
-how is success measured?
-are there any known issues/obstacles?
-what are the technical requirements?
-what are the creative requirements?
-existing guidelines?
-clients personal taste?

Project Logistics:
This part includes things such as specifications (page number, sizes, file types, ect), who are involved in the process and their responsibilities, important dates, and projects allowed hours/budget.

Personas & Scenarios
This is a very important part of any project brief! The identification of a client needs to be specific which might mean including the persons demographics or psychographics or BOTH. This will help the project team make choices about the design are aligned with users needs. These personas can be derived of personal interviews of users or they can be imagined users if they are specific.