04 – Presentation Deck Skeleton / Outline

Final presentation (speech) outline

Prepare for your presentation to be about 5-7 minutes long with 2-3 minutes for response / critique. Each section in the presentation should be around 1 minute in length. When presenting, try to think about the high level content of each section, not ever granular detail presented in your deck.

Section 1 – Your character

  • Who did you choose from the movie
  • What is their main purpose / drive in life?
  • What are they like outside of the movie?

Section 2 – Your character’s business

  • What’s the business called?
  • What’s the mission / positioning statement of the business?
  • Archetype & core values
  • What is the primary engagement point most people would be introduced to the product?

Section 3 – Business Identity:

  • What’s your design system?
    • What motifs did you use to keep your brand consistent?
    • What DBAs did you establish?
    • What CEPs are exemplified with your mockups

Section 4 – Brand guide

  • Any specific call outs to your brand guidelines – What’s unique about it?

Section 5 – reflection

  • choose one answer out of your 5 to extrapolate on.

 

  • 10 extra credit points by discussing your presentation in class,  or 5 extra credit points by recording your presentation for turn-in.

Final presentation outline

Follow along in this outline to ensure you have all pieces of this project. Your goal with this presentation is to show this project as a “Case Study” that demonstrates the overall project evolution: Movie Character > Fully realized human being (that wants to start a business) > What the business is and its purpose > The business brand strategy > Business Brand Identity (guidelines)

There are two opportunities for extra credit on this assignment. 

  • 12 extra credit points  by adding a reflection piece to your presentation (outlined at the bottom)
  • 10 extra credit points by discussing your presentation in class,  or 5 extra credit points by recording your presentation for turn-in.

01 – Your character

From the movie

  • Who is the character?
  • What do they do in the film? How do their actions add to the narrative?
  • Drive, purpose, goals (be inventive):
    • What do they care about?
    • What would you imagine that they care about?

Outside the movie

  • What motivates them? What would they be interested in outside of the lens the movie shows?
  • Character Archetype(s) (archetype as a person)
    • 2-3 Proof points from the movie to help showcase why you’ve chosen 1-2 brand archetypes that represent your character (as a real person) from of the movie

02 – Your Character’s business

  • What is the name of the business?
  • What is the business’ product or service(s)?
    • What do these products / services try to solve?
  • What is the size of the business?
  • What’s the businesses Purpose & Drive?
    • Purpose: Why does it exist?
    • Core Values (3-5)
    • Personality Spectrum Choices (at least 5)
    • Brand archetype (or two) of the business?
  • How does the business relate to the character?
    • (Are they the CEO? Active owner of a small shop? Did they change into a conglomerate? How did you transition from a movie character to business / business owner)
  • Who is it for?
    • Target Audience / Customer Base
    • Primary personas (2)
    • Competition axis – (how are you going to get customers instead of your competitors? Where are you different in the axis?)
    • Your top 5 Triggers / CEPs to show where your audience actually meets the brand
      • Stage: ___ Channel: ___ Modality: ___ Impact (1-5): ___ Frequency (1-5): ___
    • General customer Pains / Gains
    • Potential objections from customers participating in your business
    • Channels for where people can find your business

03 – Business Identity

Brand strategy

  • Any story hooks or needs / “requests” from the CEO
    • Mannerisms → Microcopy: translate catchphrases into CTA language.
    • Props → Graphic devices: hero object becomes pattern/icon set.
    • Flaws → Service design: friction removed where the character would obsess.
    • Allies/Enemies → Collabs/No‑go list: imagined partnerships or purposeful exclusions.
    • Setting → Materiality: textures, lighting, paper stocks, soundscape.
      • Examples:“If it isn’t clear in three seconds, it isn’t ours.”
        “We never whisper prices—transparency beats mystery.”
        “Every touchpoint earns its keep or it’s cut.”
        “Two colors first; anything extra must defend itself.”
        “No lorem: every word serves a job.”
        “Texture over gloss—materials tell the truth.”
        “Our humor punches up, never down.
        “Wayfinding speaks in verbs, not jargon.”
        “We prototype in public and keep the bloopers.”
        “Every product has a story tag: origin, maker, cost.”
        “We don’t discount; we add value.”
        “Collabs must pass the ‘would we hang out?’ test.”
        “No gatefold brand moments without a $0 version.”
        “If it can be recycled, the bin is within five steps.”
        “Accessibility beats aesthetics when they clash.”
        “We never upsell before we help.”
        “Packaging opens in under ten seconds, one hand.”
        “We design for messy real life, not perfect feeds.”

Signals & DBAs

  • What is your primary Digital Brand Asset signal that’s (1) recognizable, (2) unique in category, (3) used consistently.

Visual Motifs / systems

  • Do you have any established Tokens (reusable primitives) as a foundationary motif to your design system? (Type, color, texture, patterns, frames, illustration style, photo treatment, etc)
  • What DBA components (built from tokens) would your business utilize?
    • Social templates
    • Standard / reusable taglines + type lockup rules
    • Product shots vs aesthetic / vibe
    • Packaging sticker
    • patterns
    • Scale rules
    • etc

CEPs & Applied Branding (mockups)

  • Have real copy for at least the headlines (feel free to reuse copy on other assets if it makes sense!)
  • Remember to check your mockups. Score 1-5 on each category below and try to have at least 3 for all.
    • Clarity: Can a stranger tell what this is in 3 seconds?
    • Cohesion: do the same tokens / components repeat and make sense in the design?
    • Character: Does the founder’s personality show up?
    • Conversation: is there a clear next action / engagement?
    • Craft: Alignment, contrast, spacing, production & design detail
    • Feasibility: Could this be made tomorrow?

04 – Brand Guide

  • Primary Logo & Secondary logo
    • Full Black, Full White, (up to 3) Colorways
  • Logo use (is the logo scaleable and readable at all times or do you have a separate logo for smaller areas?)
  • Logo spacing
  • Color palette & usage
  • Typography & Hierarchy
  • Photography use (if any)

05 – Reflection (extra credit)

Answer any 5 prompts below. Keep it concrete and evidence-based—show screenshots, drafts, or side-by-sides where helpful.
Format: 300–500 words total or 1–2 slides.
Scoring (up to 10 pts):

  1. Clarity (1 – uncomprehendable, 2- clear and somewhat readable, 3 – well written)
  2. Specificity/Evidence (1 – no evidence / reasoning, 2 – some points that are fair but maybe not proven, 3 – proven points with evidence)
  3. Insight (1 – non insightful and more mater-of fact, 2 – few thoughts / insight on answer, 3 – insightful learnings, 4 – well-rounded and insightful thought that leads to more discussion)

A) What you learned from this project

  1. Founder shift: What changed when you reframed a movie character as a real founder? Name one assumption you killed and the proof that killed it.

  2. Strategy → design: Point to one design decision (type, color, pattern, microcopy, packaging rule, etc.) that came directly from your business strategy. Show the chain of causality.

  3. Trade-off chosen: Where did you choose clarity over cool (or vice versa)? Why was that the right trade-off for this brand?

  4. Evidence in the wild: Identify one real-world brand you looked at as a comparator. What did you borrow, bend, or ban?

  5. Iteration delta: Show a before/after of one component (logo, DBA, template). What specifically got better and how would you measure that improvement?

  6. Feasibility check: If you launched tomorrow, what’s the first KPI you’d track and why does it ladder to purpose?

B) What you learned about the class

  1. Most useful tool: Which class framework pulled the most weight (CEPs, Personality Spectrum, Archetypes, Tokens→Components, DBAs, Competition Axis)? Give a quick example of it changing your work.

  2. Peer feedback moment: Describe one critique you received that materially improved the brand. What did you actually change?

  3. Time/effort allocation: If you had two more weeks, where would the next 10 hours go for maximum impact (and why not somewhere else)?

  4. Stuck → unstuck: Which part of the process felt muddy, and what would make it clearer for the next cohort?

C) What you learned about brand identity

  1. Signal over noise: What is your brand’s one unmistakable signal (DBA), and where will it live so it compounds?

  2. System > style: Where does your system create consistency without sameness? Point to a token or rule that scales well.

  3. Archetype alignment: Did your business archetype match your founder archetype? If not, justify the gap.

  4. Words first: Share one line of microcopy you’re proud of. Why does it earn its keep?

  5. Defensibility test: Which part of your guide is most defensible under pressure (budget cuts, new channel, new competitor)? Which is least?

  6. Ethics & access: Name one decision where accessibility or integrity beat aesthetics. How will you keep that standard post-launch?

Optional kicker (2 bonus pts): Write a one-sentence “brand law” you’d carry into your next project. Make it actionable, not inspirational.