6. Key Messages to Communicate • What is the single most important message we need to communicate? • Is there anything else we need to communicate?
7. Personality or Visual Tone • What is the personality or visual tone of this project? • What are the overall personality traits the brand must communicate? • What would you like the target audience to think after they see this?
8. Creative Considerations and Restrictions • Where will the text, illustration and photography come from? • What must be included? (Logos, colours, legals, etc.) • What are the limitations of this project? • Any special considerations?
9. Production and Distribution • How will this be produced and distributed? • How does this affect the budget, time, colour and mechanical requirements?
10. Project Timing, Budget and Measurement • What are the schedule milestones and final deadline? • How do we measure the success of this project? • What are the budget limitations? • What is the approval process?
