A panel where everyone agrees produces the first idea, polished. The critic is there to stop that.
The critic checks each concept against the brief's avoid list and against known competitors, and says when a direction looks like someone else's. It isn't a trademark search, and it says so.
Disagreement on purpose
Most of the panel's best changes start with the critic's objection: a stem that disappears at small sizes, a shape a competitor already owns.
Written byErin WalshWrites the specialists' roles and checks their arguments against real briefs.
