Students will engage directly with real stakeholders from student clubs, athletic teams, or local businesses to understand their mission, values, audience, and branding challenges. Through structured interviews, observation, and empathy mapping, students will gather firsthand evidence that grounds future logo and brand identity decisions in authentic user needs rather than assumptions.

Students will synthesize stakeholder interview data into clear patterns and insights, construct evidence-based personas and Point-of-View statements, and craft a focused How Might We problem statement that will guide logo and brand ideation in the next phase.

Students will generate a wide range of logo and brand identity concepts grounded in their stakeholder research, then strategically narrow to the most promising directions using user-centered criteria. Through structured ideation protocols, critique, and evidence-based decision-making, students will produce concept sketches and rationales that directly connect design choices to documented user needs and inclusivity considerations.

Students will translate their strongest logo concepts into testable prototypes, gather structured feedback from real users and peers, and iterate toward a higher-fidelity vector solution. They will document how user evidence drives design changes and prepare a refined prototype with a clear iteration log for final testing and presentation.

Students will validate their refined brand identity systems with new users, make final evidence-based revisions, and present a professional design story to authentic stakeholders that traces decisions from user research through iteration and inclusivity considerations.