Through rigorous research, the spectrum of possibilities expands. Questions are formulated, assumptions are challenged, and the context is analyzed in depth. In this process, patterns are identified, and opportunities emerge, marking different paths.

Information is synthesized, revealing hidden connections between data, emotions, and symbols. Findings take shape—ideas rarely exist in isolation—providing structure and defining the key opportunity.

To design with impact, ideas must resonate on multiple levels: functional, emotional, and symbolic. Ideas take shape through prototyping, storytelling, and experience design, generating functional solutions that create meaningful connections at different levels.

Design embraces paradoxes: structured yet flexible, precise yet poetic. In this phase, execution is refined without losing its essence, balancing structure and fluidity to achieve authentic and lasting solutions.