Assignment 1 (Part A) – Print AD Creative Brief

Objective: The objective of this assignment is to help you understand and practice the essential elements of creating a creative brief for a print ad design. You will select a product or service of your choice and create a comprehensive creative brief that outlines the key aspects of the ad campaign.

Instructions:

Step 1: Select a Product or Service Choose a product or service for which you would like to create a print ad. This could be an existing product or a fictional one.

Step 2: Research and Contextual Understanding Before you begin crafting the creative brief, conduct research on the product or service, the target audience, competitors, and the current market trends. This will provide you with valuable insights that should inform your creative decisions.

Step 3: Creative Brief Components Create a comprehensive creative brief by addressing the following components:

1. Client Information:
   • Provide details about the client, including their name, industry, and a brief description of their business.
2. Project Overview:
   • Explain the purpose of the print ad. What are the specific goals and objectives of the campaign?
3. Target Audience:
   • Describe the primary and secondary target audience demographics, psychographics, and behaviors.
4. Unique Selling Proposition (USP):
   • What is the unique selling point of the product or service? What sets it apart from competitors?
5. Key Message:
   • Define the core message that the print ad should convey. What do you want the audience to know or feel about the product?
6. Creative Direction:
   • Specify the creative approach for the ad. Should it be humorous, emotional, informative, etc.?
7. Imagery and Visual Elements:
   • Describe the visual elements you envision for the ad, including any specific images, graphics, or photography.
8. Call to Action (CTA):
   • What action do you want the audience to take after seeing the ad? Include a clear and compelling CTA.
9. Tone and Branding:
   • Specify the tone of voice (e.g., formal, casual, friendly) and how the branding elements (logo, colors, fonts) should be integrated.

Step 4: Submission Compile your creative brief with all the necessary components into a well-organized document. Ensure that the document is clear, concise, and easy to understand.

Evaluation Criteria: Your creative brief will be evaluated based on its completeness, clarity, alignment with the product/service and target audience, and the thoughtfulness of the creative approach.

Submission: Submit your filled-out & completed creative brief and user persona document by 9/30 and upload your Dropbox folder

This assignment will help you practice the process of creating a creative brief, which is a crucial step in any advertising or design project. It will also enhance your skills in understanding client requirements, defining objectives, and setting the direction for creative design work.