Constructing a good Problem Statement or Point of View (POV)

Each student will identify a brand in need of a new or revised identity design (real-world rebrand project or hypothetical new brand) and expanded touchpoints. A "brand" may be a company, start-up, mom and pop shop, mid-sized, corporate, organization, profit or non-profit, event, program, service, among other things. Do the appropriate research to ensure that you choose a brand that firstly, needs design work and secondly, will inspire work for the entire semester.

Each student will be challenged with writing a proposal in order to persuade the approval of your project. All projects must be approved prior to continuation. One component of a good proposal is writing a clear, concise problem statement or point of view.

A problem statement or point of view is a positioning statement that helps you, the designer, stay true to the core essentials and needs of said project. A good statement will include a descriptive understanding of who the main user is (with the most tension or pain), the defined need of that user, and the rationale of why this need is not currently accommodated in the existing marketplace or other.

Use the template below to construct your unique POV.

A/ The ___________________[user]______________________________________________needs a way to __________________[define user need]________________________________________ because (or but… or surpringly…) _______[rationale]_________________________________________________ _____________________________________________________________________.

Post your POV to the blog.