01
Who you are .
Start with the basics — your company in your own words, before we filter it.
1.1 — In one sentence, what does your company do?
1.2 — In one sentence, what makes you different from competitors?
1.3 — If your brand was a person, how would they talk? Formal? Casual? Sarcastic? Earnest? Educational? Get specific.
1.4 — What are 3–5 brands whose creative you admire, and why?
1.5 — What are 3–5 brands whose creative you don't want to look like, and why?
02
Who you're for .
Tell us about the person we're ultimately making content for.
2.1 — Describe your primary audience in a paragraph. Demographics, psychographics, where they are in their journey.
2.2 — What is the #1 pain point your product solves for them?
2.3 — What do they NOT want to hear from a brand like yours?
2.4 — Where do they spend time online? Specific platforms, accounts they follow, content they consume.
03
What's been made before .
The honest creative audit — what worked, what didn't, what's running now, and where it lives.
3.1 — Link 3–5 pieces of past creative work you're PROUD of.
3.2 — Link 3–5 pieces of past creative work you're EMBARRASSED by. This is confidential — we use it to understand your bar, not to judge.
3.3 — What's been performing well in paid recently? Top 3 ads, with metrics if possible.
3.4 — What's not been working in paid? What's been killed and why.
3.5 — Who else is making creative for you right now? List by role/source: in-house team (titles), freelancers (names/specialties), other agencies (names + scope), UGC creators.
04
What success looks like .
Define the win condition so we can build toward it from day one.
4.1 — What are your top 3 marketing priorities for the next 12 months?
4.2 — What are the KPIs that will determine if this engagement is a win? ROAS? CAC? Awareness? Conversion lift? Asset volume?
4.3 — If you renewed us in 12 months, what would have to be true?
4.4 — If you cancelled us in 3 months, what would have to be true?
05
The operational stuff.
Who, how, and what we need to know to operate cleanly.
5.1 — Who are the decision-makers on creative on your side?
5.2 — What's your typical approval workflow?
5.3 — Internal stakeholders who need to see work before it goes live? Founder, CEO, board, legal, etc.
5.4 — What's your brand guidelines status? Have one? Need one? We'll collect the actual files in Section 6.
5.5 — Any legal or compliance constraints we should know about? Claims you can't make, words you can't use, talent restrictions, FTC, GDPR, etc.
5.7 — Do you have UGC creators in your network, or do we need to source talent? If you have existing creators, list them. If not, describe the talent type you want.
06
Brand assets .
The actual files and references we need before we can produce anything. Links to shared folders are fine — we don't need everything perfect, just accessible.
Tip: Create a shared Google Drive or Dropbox folder and drop everything in there. You can link it once in 6.1 and fill in details below.
6.2 — Logo files available? Tell us what you have: SVG, PNG, dark version, light version, icon-only, wordmark, etc.
6.3 — Brand colors. Paste your primary and secondary hex/RGB codes, or link to your style guide.
6.4 — Typography / fonts. Name the fonts your brand uses — display, body, any special treatments. Google Fonts or Adobe names are fine.
6.6 — Music / audio direction. Any licensed tracks, sonic branding, or audio style direction? References welcome. If none, describe the vibe in a few words (e.g. "upbeat and warm", "dark and cinematic").