What's the problem you're trying to solve, the opportunity you want to capture, or the moment you need to show up for?

Industry trends, competitive pressure, internal changes, timing. Give us the context that makes this matter.

Not the polished pitch version. The real version. Why does a customer choose you over someone else?

Pick one. Brand awareness, event attendance, sales leads, social engagement, a launch. If there's more than one, tell us which matters most.

Doesn't have to be a spreadsheet. Could be a feeling, a moment, a number. What's the gut-check for "we nailed it"?

Who is the work for? Age, mindset, lifestyle, what they care about, what they scroll past, what makes them act.

Anyone else who will see this? Vendors, press, other stakeholders? How are they different from the primary group?

After they experience the work, what's the emotion? What do you want them saying to their friends?

Other brands, other events, other choices. What's on the other side of the decision your audience is making?

Names and roles of anyone who will review, approve, or influence the work.

Categories, not a full asset list. Think in buckets: social content, large-format print, video, web, event materials, brand identity, apparel, etc.

If you could put the whole campaign in one sentence, what would it say? First instinct is usually closest to the truth.

How should the brand sound? A few words that feel right and a few that feel completely wrong.

What should this look like? Colors, references, feelings. Describe it like you're describing a playlist. What does it smell like? What movie is this?

Lock-ups, legal language, logos, color restrictions, things that MUST appear or CANNOT appear. Anything non-negotiable.

Links, images, campaigns, brands, moments. Show us the thing that made you say "I want something like that." Even if it's from a completely different industry.

Do you have a brand guide, logo files, or existing templates we should work from? Drop a link below — Google Drive, Dropbox, WeTransfer, whatever you use.

Landmines, sensitivities, internal politics, past work that flopped, creative directions already rejected. Anything that helps us not waste your time or ours.