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, a first 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 first element variant; in response to a selection of the first element variant from the variant list and based on an undesirability of the first element variant and a second element variant simultaneously appearing in the visual representation together, suppressing the second element variant; and generating, with the processor, a first instantiation of the visual representation including the selected first element variant as the dynamic element.