2.3 Visual Direction - Full

Tier file - what this step includes at the Full tier (3 concepts × 2 rounds, scoped bespoke).

Included

Everything in Core: three deliberately distinct concepts at the sold ambition band, two rounds of amends each, and the concepts playback. Anything beyond that (for example a playback staged for a steering group or board) is scoped bespoke.

Not Included

Nothing structural - scoped bespoke. The round cap still holds: rounds beyond the two included are variations, agreed with the Decider.

Outputs

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