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A creative brief is a series of targeted questions to help formulate a project’s concept, strategy and execution while guiding the development of branding and creative direction.

These questions assist in the important process of establishing that all stakeholders agree on the goals and purpose of the project and it's intended target audience. Answering these questions before creative development on a project has begun will help ensure a successful project by eliminating confusion while saving time and money. It's a good thing.