Keep in mind this audience does not have strong opinions or feelings about the product category laundry detergents and tend to use the same products as their parents. The Creative Brief endorses all the aspects the creative team needs to know about the desired end-results. If there is none, now would be the time to establish a brand that can be used moving forward.
Designers are always working to constraints so being clear about deadlines is vital. Sometimes simple works best.
Content: Supply the information you wish to be communicated. Example: O Earth liquid laundry detergent uses a new, plant based chemistry that aggressively targets and removes dirt, stains and grease - with zero harm to the environment. The aim here is to paint a portrait of the audience - a verbal picture that the creative team can talk to and visualize.
Timing: Agree now on the first action required, and by when. Prepare this rough draft in the approximate type size and line length that is required for the panel size of the brochure format that will be used.
Graphs and charts can help to visually explain complex ideas. The colors of the mail piece should reflect the tone of the campaign. What messages and call to actions are consumers left with?
Use bulleted or highlighted points. Our business goal, therefore, is to create a product line that will appeal to this generation of new consumers.