The document you hand your Creative Advertising partners: the problem, the audience, the one thing to say, the proof, the tone, and what you need back by when. Identity v1 rides along.
The document you hand your Creative Advertising partners: the problem, the audience, the one thing to say, the proof, the tone, and what you need back by when. Identity v1 rides along.
The brief is graded as a piece of design, because it is one. A good brief makes good work possible; a vague one guarantees the opposite.
One live page, one screen, one call to action. Built from the value proposition and the voice, in the identity.
The smoke test is the oldest startup tool there is. It gives the campaign somewhere to send people and gives you a number: how many clicked.
Print this page, or copy the structure into your Venture Book. Every line is meant to be filled in.