"Make Marmoleum appeal to target groups that appear harder to reach (i.e. young designers/architects and end users). Stretch the values of Marmoleum."
(initial brief by Forbo Flooring to students Design Academy Eindhoven in September 2012)
Compass department MARKET at Design Academy Eindhoven stretches the initial brief towards a leading concepting assignment to raise their awareness of a brand identity and what design professionals can offer companies that have questions that derive from their identity.
This assignment will be executed in teams, like in a business environment. To be successful, they need people to collaborate with, giving themselves the ability to excel. Students are assigned to define what the synergy is within their team, and to define this in a clear message. Team effort and personal excellence are key to reach the right results.
How can their team strength be of importance for Forbo Flooring?
Can each team come up with the key concept for Forbo Flooring and win this pitch?
René van Binsbergen, Siang-Lan Go, Maurice de Gruyter