Part 1: Background
Begin by summarising the core elements of your business, so that someone who is unfamiliar with it, can understand your brand and its position. Of course, this may be left out if you’re already working with someone who is familiar with your company.
Part 2: Project Details
This is about highlighting what you’re looking for and how it fits into the larger strategy for your company. It helps creatives to understand what you require in terms of deliverables.
For example, you might explain that you’re commissioning a new website to refresh your branding and attract more customers. Perhaps you’re requesting artwork for an advert to raise awareness for a new product or is this about creating artwork for a new product?
Part 3: Objectives
Think about what you’re looking for beyond the assets generated by the project. What do you want to accomplish? For example, are you hoping to reach and engage with new customers?
Consider what success will look like and how you will measure it. By providing a desired outcome you’ll help your creatives to visualize the most effective execution.
Part 4: Target Audience
Who are you targeting, who will be consuming your deliverables? Try your best to define what that person looks like by outlining demographics such as age and gender. Ideally, you’ll include some details about their behaviours and desires.
The more you understand about your audience, the more successful your creatives will become at hitting the sweet spot of your request.