Hera are some key questions to consider while you’re engaged in the design presentation phase:
- How valid is the concept for our organization?
- How powerful is the concept? Will our primary audiences connect to it on an emotional level?
- How original is the concept? Can we “own” this concept or is it too generic?
- Is the concept clear and focused or is it ambiguous? Can it be interpreted in more ways than one? If so, does it support our cause or undermine it?
Is the concept versatile or rigid? Does it have “legs"—in other words, is it flexible enough to be used in a variety of ways that build a brand with depth?