Market trends and significant competitive innovation placed Sprint in the unenviable position of having to reevaluate its marketing strategy. The challenge faced by RKS was to accurately define future markets and consumers so that Sprint could take a proactive stance in terms of product and service offerings. Sprint's goal was to meld primary research developed by outside consultancies with RKS's Psycho-Aesthetics methodology.
Emerging from the Psycho-Aesthetics program was a final design concept that was heralded by Sprint as an inspiration and foundation for their future product lines.
