A good creative brief is essential to a successful website development project. The creative brief lays out the proposed visual design directions to explore, the objectives of the upcoming creative exploration, the audience, the "story" the site should tell, the tone and imagery that the site should take on. Nick Usborne, author of the excellent book Net Words, suggests in his most recent issue
. of the ExcessVoice newsletter that you incorporate the following elements into your creative brief: 1. Description of task. This needs to be a complete description of the writing task involved. 2. Background on product/company. The copywriter will usually NOT be as up-to-speed? as the account management group. It is easy to assume the writer has in-depth knowledge that he or she does not have.
