The images and words below emerged during the DISCOVER phase.  They highlight the unique context of Rochester and it's place within the region. 


Design Principles

The following 12 Design Principles were derived from the DISCOVER report which was the result of three months of qualitative research. 


Experience Design Research

The initial process for DISCOVER revolved around qualitative research.  Our team spent months learning about the people that make Rochester so unique.  You can download the entire DISCOVER report here.