Design Studio III is a project where the students are placed within the role of the new Creative Director within a pre-selected brand. These brands are chosen based on their specific heritage which illustrates their distinct design DNA, in turn providing a rich foundation for a new Creative Director to draw upon. The project acts to further broaden and deepen the student’s understanding of the professional design world working as a creative director, highlighting the importance of project management, the relationships between practice, research & development within the market and finally to understand the professional environment and its expectations. The students will be expected to research their brand in depth, its history and legacy, its market / audience, branding, silhouette, fabrications etc. Students are expected to visit the key stores, examine fabrications, merchandising and its mode of communication. What makes them who they are? What is their story presently? and what could their story be with you at the helm as Creative Director?