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Creative Brief:
 
Web Site
http://insightsandingenuity.com
1
|
 
Page 
Site Basics
 Brand or Company:Tagline:URL:
Type of Site Required
General look & feel description of the new site, based on knowledge of the primary and secondary audience segments. What basic characteristics would be a good match for those groups? 
First priority:
Describe primary objective for the site. What are site visitors want to accomplish? Is the site for a professional services company, like an accountant or insuranceagent? The site is likely primarily informational. Is the site for an e-business? Then it may be primarily focused on enabling sales transaction. If the site is for a youthsports team, it may be informational, a recruitment or registration tool, and a publishing portal for schedules.
 Second priority:
Describe the secondary objective for the site.
 
Objectives
In simple bullet form, specify what purpose the site serves and what value it will bring the site owner.
 
Increase xyz
 
Deliver xyz
 
Serve xyz
 
Improve xyz
Target Audiences
List as much demographic data, parsed into audience segments, as available. Include gender, age,geographic distribution, etc. Include any relevant behavior patterns or psychographic profileinformation.If this project is a redesign of an existing site, include URLs to top-trafficked content pages, exit pages,etc. Summarize the most important data points available from your site
’ 
s analytics service.
 
 
Creative Brief:
 
Web Site
http://insightsandingenuity.com
2
|
 
Page 
Net Impression
Describe the desired take-away a site visitor should have upon leaving the site. Amused? Entertained? Educated? Should they now associate your site with having the best crock pot recopies? 
Key Messages
Through design, colors, layout, function and content, what baseline messages should your site besending about your company, organization, or brand? Bullet out several statements.
 
Suzie
’ 
s Kozy Kitchen is a dinnertime problem-solver.
 
Etc.
 
Etc.
Reason to Believe
In due diligence, you should be able to support or otherwise defend the site purpose. With the possibleexception of the youth sports team referenced earlier, a web site is a valuable, branded asset owned (even marketed) by a company. The site should reflect the brand 
’ 
s established brand identity (colors,typography, message style, tone, voice, etc.) and maintain consistencies with communications in other channels to ensure a believeable, uninterrupted experience and impression. Does this jive with how customers (any external group) describe your company? 
 
20 years serving the health care needs of Monroe County 
 
Over 4,000 dogs and cats rescued 
 
Etc.
Tone and Voice
List adjectives to describe the way the site should feel, and the tone the content should assume. Aweb site
“ 
speaks
” 
to visitors and tells your virtual story. Imagine how you might greet, entertain,and assist visitors if they were seen in person rather than via a distant screen.
When we address our audiences we should be: (examples)
Confident Clever Positive FlexibleTrustworthy Witty Friendly CreativeTransparent Encouraging Upbeat Relaxed Fun Informal Enthusiastic Casual Passionate Relationship-builders Solution-oriented No hasslesCustomer-centric Contemporary Helpful Inspirational 
 
Site Map
See separate document for information architecture.
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