Name: __________________________
Art 225: Graphic Design I
Writing Assignment 1: Creative Brief & Company Statements
Make up a pretend business that provides a service or sells a product. This business will be the basis of all
assignments in Graphic Design I so make sure to pick a topic that you enjoy or may be interested in learning
more about.
CREATIVE BRIEF
What products or services does your company sell? __________________________________________________
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Who is the target audience for products and services? (Please list age range, gender, income level,
geographic location, hobbies and optionally religion or political beliefs) __________________________________
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Who is the competition? ___________________________________________________________________________
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What similar brands do you like and dislike/why? _____________________________________________________
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What feelings do you want your brand to evoke? _____________________________________________________
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What call to action do you want your audience to have? _______________________________________________
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COMPANY STATEMENTS
Write the following company statements for your business. I encourage you to research other brand’s to get a
sense of the wording.
Mission Statement: a formal summary of the aims and values of a company, organization, or individual.
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Vision Statement: A vision statement is a company’s road map, indicating both what the company wants to
become and guiding transformational initiatives by setting a defined direction for the company’s growth.
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Core Values: are the fundamental beliefs of a person or organization. These guiding principles dictate behavior
and can help people understand the difference between right and wrong. Core values also help companies to
determine if they are on the right path and fulfilling their goals by creating an unwavering guide.
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UNIQUE SELLING PROPOSITION
A USP is a factor that differentiates a product from its competitors, such as the lowest cost, the highest quality
or the first-ever product of its kind. A USP could be thought of as “what you have that competitors don’t.”
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BUSINESS NAME
Please fill out all five options.
1. __________________________________________
2. __________________________________________
3. __________________________________________
4. __________________________________________
5. __________________________________________
TAGLINE
A catchphrase or slogan used in advertising. Must be less than 8 words. Rhyming makes it memorable, but is
not required. Should be descriptive of what the business does or incorporate the USP.
Please fill out all 10 options.
1. _______________________________________________________________________________________________
2. _______________________________________________________________________________________________
3. _______________________________________________________________________________________________
4. _______________________________________________________________________________________________
5. _______________________________________________________________________________________________
6. _______________________________________________________________________________________________
7. _______________________________________________________________________________________________
8. _______________________________________________________________________________________________
9. _______________________________________________________________________________________________
10. ______________________________________________________________________________________________