Based on the approved Positioning Declaration, develop two to three different creative concepts that will provide for true differentiation. These concepts will bring the selected positioning and brand statement to life and illustrate their extendibility.
Demonstrate the power of the brand and expression by testing applicability across multiple channels.
Present Brand Expression Concepts. The selected concept will form the basis for recommendations on logo usage, identifier to parent organization, typography, color palette, grids, photography, Web styling and voice.