Read the file that I provide first. In this assignment, you’ll practice designing and pitching a concept that not only passes muster with a board of directors, but the vast majority of your consuming public. Remember, as always, that you’re not only designing a product’s identity, you’re designing the public perception of it.
Here is the background for your commission:
Obesity, diabetes, and heart problems are a worldwide, growing public health epidemic. Medical authorities have determined that we all should lose weight and do more exercise. The International Weight Loss Institute, Inc. has decided to do something about it. The company developed a revolutionary, new, fun, natural, and biophilic concept for fitness. These concepts will manifest in a chain of beautifully designed and exciting facilities all over the world.
Because of your international reputation as a creative designer, you have been selected to join the commissioned team—comprising multicultural and interdisciplinary individuals—to work on this unique project. There are world-renowned architects, designers, marketing professionals, and interior designers working on this effort.
In one week, each member of the creative staff, which includes you, will present three different proposals for the program’s name and branding identity. The name and brand should be conceptually strong, memorable, and convey the main qualities of this revolutionary program. These qualities include: new, international, revolutionary, health, weight loss, fun, natural, and biophilia: the idea that humans feel an innate connection to other living systems. It is important to remember that the chosen name and brand needs to work well across all cultures and languages if it will ever succeed as a global identity.
In one to two pages, write a presentation for your three ideas, explaining why they are a good match for the company, this new endeavor, and its worldwide audience of would-be customers.
