Branding + Creative Brief

Businesses and I partner to increase market share using CX and visual storytelling principles.

Did I mention I like people? Yup, so I manage and maintain all stakeholder relationships.

CREATIVE BRIEF Client Smashburger

Date 11/24/22

Product Winter Campaign Overlay

Job Number

Version 1a

Business Objectives:

• -  Help Smashburger stand out from competition by communicating the unique

  (and spicy) flavors found on site

• -  Connect customers to the unique flavors at Smashburger

• -  Introduce and sell spicy holiday shakes

• -  Increase frequency among current users

  Convince: (demo & psychographic situation in which someone receives our messaging)

  Smashburger Users and QSR users

  That by: (reconsidering a norm, doing something new, being open to new opinion)

  By considering or reconsidering GT

  They will: (what will they think, feel, accomplish)

  Discover a flavor experience that is surprising

  Which will: (reach for a huge human benefit EX. Self Confidence, External Pride, Competitive Victory)

  deliver a real kick that is physically and emotionally uplifting (deliver a real difference you can feel)

  Because: (here’s where something unique about the product/service better deliver)

  Smashburger has great, fresh flavors and combinations of flavors all from real authentic ingredients and they know how to use them to add texture and taste

• -  Spicy Guacamole

• -  Fry Dipping Sauce

• -  Spicy Holiday shakes

• -  LTO spicy toppings (e.g. hatch chilies)

  Key dates and deliverables Kickoff:
  Brief/Estimate Approval:
  1st Rnd Present/Concept Approval: 2nd Rnd Layout/Copy Due: Proofing/Mechanical Sign-Off: