The first phase in concept development is to lay out the competitive and parallel products onto a radial matrix landscape. As the products are laid out, certain languages become evident. For this project, four were born: Modern Minimal, Modern Tech, Human Touch and Lifestyle. As the products move towards the outside of the radial matrix, their language be-comes more emotional.  For each language category that is born, a pinnacle product is chosen which best exemplifies that category.  As this matrix is revealed, certain clusters (transparent blue ellipses) reveal themselves in which are investigated and translated by the design team as to their existence and position on the landscape.