---
creative_pillar: work
always_load_for: [discuss, plan]
authority: project
---

# Creative brief

## Vision

{{VISION}}

## Why this, why now

{{RATIONALE}}

## Intended reader

{{READER}}

## Reader journey

**Before reading:** {{READER_BEFORE}}
**After reading:** {{READER_AFTER}}

## Subject movement

**What the reader is trying to understand or do:** {{READER_PROBLEM}}
**Main pressure:** {{MAIN_PRESSURE}} (confusion, risk, counterclaim, grief, uncertainty, complexity, practical failure)
**Important interaction:** {{MAIN_INTERACTION}} (idea against idea, step against failure mode, doctrine against lived practice, image against meaning)
**What should change by the end:** {{READER_CHANGE}}

## Emotional goals

{{EMOTIONAL_GOALS}}

## Key craft choices

{{CRAFT_CHOICES}}

## Constraints

{{CONSTRAINTS}}

## Success criteria

{{SUCCESS}}

## Open questions

{{OPEN_QUESTIONS}}