Step 5: Develop Rough Brand Concepts

Primary Purpose:

Start to develop outcome of Ideation Sessions into 10 workable concepts.

Objective:

Develop 10 concepts as completely as possible, including headline, copy, visuals, etc.

Process:

Two meetings.

• Collaboratively cull through the ideas and suggestions, linking them to the goals set forth in Step I, and determine which 10 (out of the 20 chosen in Step IV) have the most promise.
• Consultant will take the 10 best ideas and begin the process of turning them into concepts.
• Consultant meets with client to review and evaluate preliminary- stage concepts.

Deliverable:

Ten concepts — at mid-stage development.

Next Step:

Refine brand concept further

Estimated Working Days: 6