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2.3 Visual Direction - Focused

Tier file - what this step includes at the Focused tier (3 concepts × 1 round).

Included

  • Brand evaluation - is the existing identity usable at the ambition the project needs?
  • Three visual concepts at the sold ambition band, with one round of amends on the chosen direction
  • The concepts playback - its own client-facing moment, landing the Design ambition band that prices the Design chapter (3.1)

Not Included (Upgrade Triggers)

  • A second round of amends → Core.
  • Further rounds beyond the cap are a variation, at any tier.
  • Ambition above the sold band is a priced change, not absorbed work.
  • No usable identity at the ambition needed → the upstream Branding pillar engages; brand identity precedes website design.

Outputs

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