Creative brief: Questions to ask about your project

Questions to guide your thinking – and your communication – about your project

Compiled/created by Michelle Albinson

What design do you currently have and what is/isn’t working for you?
What makes a design good? What designs do you like?
What are your long term goals?
Why do you want this project? What do you hope it will improve?
How are you different from your peers?
Is there a specific deadline?
What budget is available?
Is it for digital or print use, or both?
What are the specs of the design?

  1. Dimensions
  2. Number of pages
  3. Black and white vs. 2-color vs. 4-color printing
  4. Paper stock
  5. Size of the print run (the number of pieces to print)

What is the message to convey to the audience?
List two or three colours you would like to see.
In only 3 words, describe the feel you want (e.g. “grungy, underground, gritty”, “sleek, clean, professional”, “fun, original, creative”)
What actions do you want your audience to take?
Describe your ideal customer/client
Internal (i.e. employees of the company) or external customers?

  1. Age
  2. Geographic location
  3. Gender
  4. Depending on the project, factors like economic status and religion may also come into play

What type of content will you usually communicate with your target audience?
Summarise your goals for the project