2.3 Visual Direction - Core

Tier file - what this step includes at the Core tier (3 concepts × 2 rounds).

Included

Everything in Focused, plus:

• A second round of amends on each of the three concepts
• A dedicated concepts playback with the direction conversation run across the three directions

Not Included

• Further rounds beyond the cap are a variation.
• Ambition above the sold band is a priced change.
• Full adds nothing structural to this step - scoped bespoke.

Outputs

The concepts presentation (client-facing deliverable) and the agreed direction + ambition band, recorded in the Cornerstone's Design Considerations section.