Write a creative direction statement for a project
Project: [describe the design project — what it is and its purpose]
Brand context: [describe the brand]
Audience: [who will experience this]
Business goal: [what success looks like]
Write a creative direction statement:
1. The core creative idea in one sentence (the concept that drives all decisions)
2. The feeling we want people to have (emotional direction)
3. Visual references: 3 images or works that capture the direction (describe them)
4. What this creative direction is NOT (guardrails against the wrong interpretation)
5. How this direction translates to colour, typography, imagery, layout, and motion
6. The test: one question the team can ask of any creative decision to know if it is right
7. How this direction differentiates from what competitors are doing
This is 1 of 459 free prompts
The full library is organised into 15 categories — business, marketing, sales, strategy, study aid, career, small business, and more.