And So it Goes (ASIG)
A Zappos Concept
| BRAND Shrink
When is the last time you bragged about a Zappos project?
What did you say and to whom?
To what “question” is ASIG the answer?
Create a brief profile for ASIG’s primary viewer. (You mentioned Zappos employees. What are they like in terms of attentiveness, free time, temperament, social/cultural exposure?)
What is the primary factor that will draw viewers to this project?
What is the primary factor that will keep them coming back for more?
Would you like to see ASIG live on beyond this first iteration?
How willing are you to leave your comfort zone in search of a stronger finished product?
Is there anything truly authentic or unique about this idea?
Please list the following in order of importance:
a. Staying within/under budget. b. Timeline; Completion on/before schedule c. Impact; “Whoa! This came out sick!”
| Look + FEEL
What are three words that come to mind when describing ASIG?
In your own words, describe your vision of the finished product and its effect.
Whom, exactly, do you want this design to speak to and what do you want it to say?
Can you identify any particular trends in your market pertaining to digital social exchange/communication?
(This can be color, language, specified tech, etc.)
You mentioned digital as your preferred method of reach, with a tangible book as a later possibility. Can you briefly describe your reasons for this view?
Briefly compare/contrast ASIG with two similar projects. (Similarities can vary between concept, design, or platform.)
What images come to mind when you think about ASIG?
Given Zappos strong brand identity, how do you see ASIG fitting in and/or standing out?
What is your ideal timeline for completion?
What is the budget range for this project?