1. A computer implemented method comprising: providing, by one or more processors, a framework for building a visual representation of a product concept, the visual representation including one or more of a textual component and a graphical component; receiving, by the one or more processors, a designation of an element within at least one of the textual component and the graphical components as a dynamic element; associating, by the one or more processors, the dynamic element with a variant list including one or more element variants; receiving, by the one or more processors, a selection of a first element variant from the variant list; and generating, by the one or more processors, a first instantiation of the visual representation including the first element variant as the dynamic element.