ARTX-C1020 - Strategic Identity and Design, Lecture, 8.1.2024-16.2.2024

During the concept presentation, your task is to present your team's design brief and introduce a new product, package, and concept direction for the brand. Ensure a clear and concise delivery by addressing the following points:

1. Perception of Current State:
   Articulate your perception of the current position of your chosen brand in the market.

2. Re-positioning or Extension Direction:
   Clearly outline the direction in which you intend to re-position or extend the brand. Include the revised future press release in your presentation and highlight the key points.
   

3. New Flavors for Product Extension:
   Specify the 4-5 new flavors you plan to introduce to extend the product family.

4. Look and Feel Presentation:
   Present the visual representation of the new product family using mood boards and color palettes.
   
   

Additionally, ensure that your design brief and concept direction are rooted in the course assignments, workshops, and readings.

Presentation Practicalities:

• Each team has a 15-minute time slot for presentation, feedback, and discussion.
• The presentations follow the Pecha Kucha format, where each presenter displays 20 slides for 20 seconds (6 minutes and 40 seconds talk).
• A preliminary slide deck must be submitted one day before the presentation. However, updates are allowed until the start of presentations on Friday at 9:00.

Adhere to these guidelines to present a comprehensive and well-grounded concept that reflects your understanding of the brand and its potential evolution.

Evaluation criteria:

• Background Analysis:

  Quality of the background analysis based on the reasoning supporting insights into the current state of the brand.

• Proposed Direction:
  Novelty, reasoning, and quality of argumentation supporting the proposed new direction for the brand.

• Mood-Boards and Visual Style:
  Clarity and logic of the mood-boards and color palettes in communicating new directions for the product, packaging, and brand.

• Presentation Quality:
  Overall quality, clarity, and visual and verbal appeal of the presentation.

Please note: late delivery will result in a lower grade.