POV Rewrite: Soap n' Stuff

Women interested in natural body care products need a way to know what they are buying is actually natural and without harmful chemicals because they want to look and feel young for a long time and products with harsh chemicals do not allow them to accomplish this, such as, many store bought products, that are supposedly all natural, body care products.

POV: Tech Non-Profit

The _younger generations who's phones are an added extremity_need a way to _put that available mobile technology to a less frivolous use_ because _there are plenty of apps focused on safety, education, and better health but do not reach their full and intended audience because there is not an existing organization which brands and markets these assets as a toolkit_.

POV: Ghost River Brewing

Ghost River Brewing needs a way to update their branding and marketing strategy and reach the millennial generation. They need this because, with new competitors coming into the market, it is vital for Ghost River Brewing to stay on top of their clientele and their needs and wants. While Ghost River Brewing was the only Brewery in Memphis for a long time, the new micro breweries that have opened are threatening a long loved and solid Memphis company.

POV: APS Pharmacy

APS Pharmacy needs a way to individualize themselves in the Tennessee market. Moving from Mississippi, they are facing challenges such as; name change (since there is already an APS in Tennessee), a fresh look (appeal to a new client base), and having a substantial online presence (because of their immense growth over multiple state lines). They are beginning to grow out of their own skin and need a parent company that follows their core values and stays up to date with their growing client base. They need a system that reaches out to their clients, clinics and colleagues in an easy, recognizable way as they make the transition from pharmacy/drug product company to a pharmacy services and outcomes based company.

POV: Realtasy Cube

The audiences, who are mostly escapist in 21st century, need a way to wake up and get back to the realities, because there is no institute or organization that set up systems or making products to help those addicts preventing fantasy from continuing to ruin their lives.

POV: Kcon USA

CJ Networks needs to connect with festival and conference goers and promote business. Because attendees can't narrow down stage and booth locations at ether festival location.  Which would allow for listings of who will be at said station of the conference.  This would also allow businesses to better integrate with the music festival providing merchandise and services.  While creating an estimated attendance count for staff and security.

Kcon USA is both a Korean Music festival and business conference that has be held in LA since 2012.

POV: Żyrafa Learning Co.

A college-level graphic design student 

needs a way to learn complicated design ideas or “boring” terminology quickly, easily, and in a fun and memorable way 

because graphic design and technology is a world of terminology, systems, and structures that a designer or design student must learn to recognize and utilize. A company that provides materials to engage students in the learning process while maintaining affordability would be hot in the market and provide students with the necessary materials to learn and retain otherwise difficult or "boring" information and terminology.


(Touchpoint: A workbook that is cost-effective and professor- and student-friendly would provide a fun, creative and stimulating environment for the student to learn and practice. The key to learning is repetition and engaging the student visually, verbally and physically. Having a book that not only explains the subjects but asks students to actively participate in them will create a much more solid learning environment. After a student completes a workbook, it can also serve as a reference for each year of the design student’s education and beyond.)

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.