1. A computer implemented method comprising: providing, with a processor, a framework to build a visual representation of a product concept, the visual representation including at least one of a textual component or a graphical component; designating, with the processor, an element of the at least one of the textual component or the graphical component as a dynamic element; associating, with the processor, the dynamic element with a variant list including a plurality of element variants; determining lengths of text of the plurality of element variants; selecting, with the processor, a subset of the plurality of element variants from the variant list to fit within the product concept, the selecting based on the determined lengths of the text of the plurality of element variants; adjusting a formatting of the visual representation based on the subset selected; and generating, with the processor, a first instantiation of the visual representation including the subset of the plurality of element variants as the dynamic element.