For my graduating senior capstone, the Intention brand was created- a wellness-based brand focused on positive growth and the extension of personal experience to the community. Through extensive research and development, this semester-long project responds to the social and retail problems created by social media. Social platforms overwhelm consumers with an endless amount of brands, flooding them with information and making it tough to choose which products and services to interact with. In return, these retailers get lost in a sea of homogeneous brands. Today’s Millennial-driven consumer market is looking for brands they can trust and help them reach their desires. Intention creates a place for brands to stand out and display their product directly in front of their target consumers while also providing consumers with the guidance and tools necessary for initiating their journey towards their desired lifestyle.