Over 4 weekends during the months of January and February, 9 students from the Minneapolis College of Art and Design came together to offer creative strategies on how to represent the B.I. Worldwide brand. The 9 students were a mix of undergraduate and graduates that were divided into 3 teams of 3; 1 Graphic Designer, 1 Web/Multimedia, and 1 Bachelor of Science/Visualization per team.
Ideation and concept generation took place on Saturdays, and refinement of those ideas occurred on Sundays with input coming from outside critics. On the aggregate 48 working hours were spent at B.I. and MCAD.
From this process 5 marks were defined and presented to the company for their consideration. One mark was selected and was debuted to the company and pubic on August 23rd of 2011. Additionally, a book + DVD were produced to document the process.