ART 418 · Charleston Southern University · Fall 2026
Milestone 1: the pitch
The opening argument, built across September and recorded for September 21: the product, the problem it poses, the audience you chose, and the ideas you want to carry into the brand, as a deck you talk over for ten minutes. Say what the machine did.
The run
Every due date is a class day. Work is turned in on Blackboard, presented in class, or both. The late-work policy is in the syllabus.
Milestone 1: the pitch
The opening argument, built across September and recorded for September 21: the product, the problem it poses, the audience you chose, and the ideas you want to carry into the brand, as a deck you talk over for ten minutes. Say what the machine did.
MonSep 7no class
Labor Day
WedSep 9checkpoint
The audience
Three audiences who could want your product, a paragraph each: what problem it would solve for them, what they use today instead, and what that costs them. This is segmentation the way Davis teaches it in chapter 1. Say which one you are leaning to. Turned in on Blackboard.
MonSep 14checkpoint
The problem statement
One page framing the problem for the audience you are leaning to: who has it and how you know, what it is and what signs show it, why it is worth solving and what it costs unsolved, and where it shows up. Compressed to one statement from the audience's side, with every claim naming a source. Say what the machine did. Turned in on Blackboard.
MonSep 21milestone, recorded
The pitch, recorded
Submit your complete ten-minute video pitch: your slides on screen, you in a corner with the camera on, and your voice over them, exported as an MP4. Upload it to the Blackboard assignment before class; if the video will not upload, put a link to it in the submission text. The pitch includes your audience, problem, research, design direction, and next steps in Brown's five sections: objectives and outcomes, the problem elaborated, the design direction, supporting details, and next steps. Include your principles and boards within that presentation. Next steps covers scope, outputs, fidelity, a timeline against the milestone dates, priority, and what the work would cost. The complete video is the submission; no separate PDF or individual worksheets are due with it.
Final versions
Everything is due by the end of the last class, December 7: the final versions of the brand book, the landing page, and the personal statement, in the repository and turned in on Blackboard. There is no exam-week meeting and nothing is due after the last day. The room has already seen every part of the project.
Dec 7
The last class
What is in the repository at the end of class is what is graded.
Finding the audience
Your personal statement points at the audiences you already know. Bring three candidates, each found in one of these four places, due Sep 9.
- A world you know
- A craft, a job you have held, a subject you are inside. You already know what the people in it buy and what they complain about.
- Your community
- A group or place you belong to. You can ask people directly what they need.
- Yourself
- You would use this product if someone sold it to you right. The risk is that you are the only one; the research will tell you.
- A wild card
- An audience that simply interests you. Held to the same evidence as the other three.
Problem framing
Problem framing is discovering and defining a problem your audience shares. It comes from design thinking, which puts people at the center of the work. Skip it and nobody can see what your product is for. Answer four questions, then compress the answers into one statement.
- Who
- Who has the problem, and how do you know?
- What
- What is the problem, and what signs show it?
- Why
- Why solve it, and what does it cost unsolved?
- Where
- In what circumstances does it show up?
Your problem statement is the four answers written as one short statement from the audience's side, due Sep 14.
The creative brief distills what the pitch settled: the client, the budget, the date, the audience, and the business problem. It is the reference every later phase answers to.
The deck
You prepare and present a deck of your research and initial insights: nine slides, three minutes.
01
Cover
The subject, one line saying what it is, your name and the date. No version number; the repository tracks versions.
02
The product
What it is and what it can do, compressed out of your problem statement. One slide. The source is on it.
03
The audience
Specific people, named the way you would name them to a client. Not a demographic bracket.
04
The problem
One sentence, set large, alone on the slide. If it needs a second sentence it is two problems.
05
The evidence
What you actually found, sourced. This slide decides whether the problem is real.
06
What they buy today
What the audience uses instead, and what those choices cost them.
07
The four questions
Who, what, why, and where, answered short. This is where a bad problem gets caught early.
08
What you do not know
The open questions, written down as questions. Every honest deck has some.
09
What the machine did
The three lines. Same format as everything else you hand in.
How you show your work
The work lives in one repository, with a running log of what you decided and what the machine did. How to set both up, and what a good entry looks like, gets its own note early in the term.
- The stand-up
- Work sessions open with three minutes each, screen up: what moved, what is stuck, what you will have done by next time. Participation is graded here. The rest of the session is yours to work in, with me in the room.
- Say what moved
- When a piece is re-presented, one line on what changed and why: critique, evidence, or the machine.
- What the machine did
- Three lines closing every piece you hand in: the tools you used by name; what you asked for and what came back; what you changed, cut or overruled. "None" is a complete answer.
- The rule under all of it
- Use AI on anything in this course, and defend everything you turn in as your own decision. Check every fact a model gives you; when one fails in the room, the error is yours.
How it is graded
Every piece of work is graded on the same four counts, each a quarter of that piece's grade. Participation and presentations are graded on their own; their weights, and each milestone's, are in the syllabus.
- Process · 25%
- Contributing to discussion and critique, and improving the work as a result of research and iteration.
- Concept · 25%
- Responding to the problem inventively, and thinking critically about the work in light of critique and reading.
- Resolution · 25%
- Making work that is effective and appropriate to its concept and its context.
- Craft · 25%
- Care in the manufacture of the work, and technical ability in the making of it.