Children's hospitals can be a scary place for children and their parents. Patients are stressed and anxious because they are in a space that is unfamiliar to them, and being forced to be in a confined space feels like a punishment. Parents accompanying their children in hospitals are also emotionally stressed due to the overwhelming parental and financial responsibilities. There is a product opportunity gap which allows the patients to interact with the environment to make it more familiar to them and interact with the people around them to alleviate stress anxiety. This project aims to use the user-inspired engineering process to close that product opportunity gap.

With the majority of films today being adapted from original source material, the market is in need of guidance on how to produce a motion picture authentic to the original source material while also providing new, engaging viewing experiences. When the source itself has established itself as a brand with a strong fanbase or group of brand lovers, these needs become heightened and extremely valuable to the success of the adapted film brand. By examining the concepts of brand love, brand authenticity, films as brands, and brand ambidexterity I was then able to evaluate the need for an adapted film brand ambidexterity framework to produce a higher likelihood of success amongst fans. This need became further apparent when examining the brand history of the Star Wars franchise, one of the largest adapted film brands. From the prior research, I was able to construct in-depth interviews with fans of the Star Wars brand to deduce what aspects of brand love remained within this market, what they identified as the essential brand identity that must remain consistent with future projects, and what relevant ideas they anticipate in brand extensions. The unveiled concepts included the importance of long-term relationship with the brand, connection to the film brand’s philosophy, nostalgia, high family involvement, world expansion, and creative brand leaders.