CREATE: Find an Optimal Solution With basic research completed, we combine our new knowledge with Catawba College’s knowledge and our own experience and, in a collaborative charrette format, we will generate conceptual directions for the master plan. Each concept is evaluated against the degree to which it solves for client goals and its potential for innovation and design excellence. By doing so, we are interactively exploring new ideas and multiple options. Then, by narrowing down those options the preferred conceptual direction is established, which drives design decisions throughout the development of the project.