Personaal Creative Briefing Kit

Personaal Creative Briefing Kit

Clarity before creativity. This is not “just a form”. It’s the start of a design process that’s tailored to your goals, your story, and your vision. We prepared two simple but powerful questionnaires to help us start right. By answering them, you’ll define what matters — and we’ll gain the context needed to deliver meaningful, intentional work. Choose the one that fits your project best: General Creative Brief – for overall brand, campaign or content direction. Visual Design Brief – when you need branding, visual identity, or aesthetic direction.

Clarity before creativity. This is not “just a form”. It’s the start of a design process that’s tailored to your goals, your story, and your vision. We prepared two simple but powerful questionnaires to help us start right. By answering them, you’ll define what matters — and we’ll gain the context needed to deliver meaningful, intentional work. Choose the one that fits your project best: General Creative Brief – for overall brand, campaign or content direction. Visual Design Brief – when you need branding, visual identity, or aesthetic direction.

01
Where does your brand/project currently stand?

How are you perceived today? What’s working, what’s outdated, what needs change?

Example

“We’re known as a niche vegan brand, but want to look more modern and mainstream.”

01
Who are we talking to?

Who is your audience? What do they value, fear, aspire to? Any key insights?

Example

“Our audience are new moms who care about sustainability — but don’t want to spend hours comparing products.”

03
What’s the goal?

What should the design or communication actually achieve?

Example

“Help us reach Gen Z – we want to refresh our tone and build credibility with younger people.”

04
What is the core message?

If people remember one thing, what should it be?

Example

“Our coffee is more than a drink — it’s a pause, a ritual, a reconnection.”

05
What’s your tone and voice?

Who is your audience? What do they value, fear, aspire to? Any key insights?

Example

“Our audience are new moms who care about sustainability — but don’t want to spend hours comparing products.”

06
What deserves the spotlight?

Which product, service or idea should be the hero?

Example

“We want to highlight our new sustainable laundry gel — and our eco-certification.”

07
What format(s) will the final output take?

Web? Social media? Print? Motion? Other

Example

“We need a clean, mobile-first website and branded Instagram content.”

08
Are there any fixed rules or limitations?

What must stay? (Logo, fonts, color palette, legal elements…)

Example

“We’re keeping the current logo and colors — but the rest can evolve.”

Bonus

Do you have a vision, feeling or idea you can’t quite explain yet?

Example

It can be either inspiration or just something that saved instatly to your memory.

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