COLLEGIATE

digital Design & Communication Case

Digital Design & Communications Case Competition challenges members to analyze a case study and develop a creative strategy that addresses various aspects of digital communication. Members present their findings and solutions to a panel of judges, showcasing skills in areas such as branding, social media campaigns, marketing plans, graphic design, website prototypes, video production, and multimedia presentations.

OVERVIEW

Division: Collegiate Event
Type: Team of 1, 2, 3 or 4 members
Event Category: Case Competition
Elements: Presentation with a Topic
Presentation Time: 3-minute set-up time (no interaction allowed with judges during this time), 10-minute presentation time (a one-minute warning will be provided), 5-minute question & answer time

Educational Alignments

Items Provided by Competitors: Technology and presentation items for preliminary & final round presentation, Photo Identification, Conference-provided nametag, Attire that meets the Florida FBLA Dress Code.
Items Provided by FBLA: Table for preliminary round presentation and final round presentation

REGULATIONS

State: Each chapter may enter one (1) individual or team composed of two, three, or four (2, 3, or 4) active local members. Participants must be on record in the FBLA-PBL national office as having paid dues by February 1 of the current school year.

When it has been determined that an individual or team will represent the charter at state competition, the appropriate forms must be received by the date specified in the SLC registration packet.

2026-2027 Case Competition

The case competition can be found below. The business entity should not be contacted for additional information.  This case competition for educational purposes only, offering a real-world scenario to help FBLA Collegiate members develop critical skills. This year’s case competition was created in partnership with CaseBasix. This case is for educational purposes only, offering a real-world scenario to help FBLA Collegiate members develop critical reasoning and casing skills. These skills can be applied to careers like consulting, finance, etc. The case needs to be solved with independent research using publicly available information and your own business acumen skills.

Overview and Background Information

Client: Publix Super Markets, Inc.

Project: Brand Refresh & Digital Design for Regional Expansion in USA

Publix Super Markets, Inc., founded in 1930 and headquartered in Lakeland, Florida, is one of the largest employee-owned companies in the United States, operating more than 1,300 supermarkets across the Southeastern United States. Long recognized for its customer service and its promise that "shopping is a pleasure,". Publix is entering a strategic growth phase, continuing its expansion into new Southeastern and Mid-Atlantic markets and working to connect with a new generation of shoppers. For the purposes of this case, Publix is preparing a brand refresh that modernizes its visual identity and digital presence while honoring its heritage of quality, community, and associate ownership. This refresh presents an opportunity to align the company's look and feel with its expanded regional footprint and to strengthen engagement through modern marketing collateral and social media outreach.

Your Task

You have been contracted by Publix as a digital design consultant.

The CEO has tasked your team with delivering a refreshed brand identity that positions Publix as a modern, welcoming, community-rooted grocery leader as it grows across the US.

Before you begin, take time to understand the sector you will be designing for. Click here to explore what the grocery store industry entails and to build the context you will need to create a credible, on-brand strategy.

Additional Note: Your deliverables should draw on Publix's current and past logos, brand colors, and marketing materials, and must reflect the company's expanded regional presence while maintaining the integrity of its long-standing commitment to customer service, fresh quality, and community.

Deliverables

Your final presentation should include:

Logo Redesign:
a. A refreshed logo that modernizes the Publix identity while honoring its heritage and expanded regional reach.
b. Explanation of design choices, color palette, and typography in a brand book that explains proper use of the new designs.
Store-front Redesign:
a. A rendition of what the new storefront could look like. You can take a sample store front and re-design that with the new logo, materials
Posters & Flyers:
a. A professional, visually appealing flyer outlining who Publix is, whom they serve, and the services, departments, and community programs offered.
b. Designed for use at community events, partner meetings, and digital distribution.
Banners:
a.Design a new banner for use at store grand openings and community events.
Social Media Assets:
a.A consistent and engaging look for digital use including:
b. Profile icon
c. Facebook/ X banner
d. Instagram/TikTok story highlight covers
e. Post template for announcements, promotions, or store openings

Eligibility

• FBLA membership dues are paid by 11:59 pm Eastern Time on February 1 of the current program year.

• Members must be registered for the SLC and pay the state conference registration fee to participate in competitive events.

• Members must stay within the official FBLA housing block of the official FBLA hotel to compete.

• Each chapter may submit one individual or team in this event.

• On the state level, each member can compete in up to three different events in the following combinations: three objective tests OR two objective tests and one presentation OR two objective tests and one production or one objective test and two production OR one objective test, one presentation, and one production. Students may enter the Christopher Heider, Rob Kelleher, Who’s Who event, and one Chapter event (Community Service, State of the Chapter) in addition to their above chosen events.

• Only competitors are allowed to plan, research, prepare, and set up their presentations. Advisers and others may not assist.

• Each competitor must compete in all parts of an event for award eligibility.

• Picture identification (physical or digital: driver’s license, passport, state-issued identification, or school-issued identification) matching the conference nametag is required when checking in for competitive events.

• If competitors are late for their assigned presentation time, they will be allowed to compete if the judges allow it. If judges have left the competitive event area, it is no longer possible to compete.

• Some competitive events start prior to the Opening Session of SLC. The schedules for competitive events are displayed in the local time of the SLC location. Competitive event schedules cannot be changed.

• Participants must adhere to the dress code established by the Florida FBLA Board of Directors or they will not be permitted to participate in the competitive event.

EVENT ADMINISTRATION

• This event has a preliminary and final presentation round. If there are less than 15 teams registered, the event will proceed directly to the final presentation round.

• Preliminary AND Final Presentation

o Equipment Set-up Time: 3 minutes

o Presentation Time: 10 minutes (one-minute warning)

o Question & Answer Time: 5 minutes

o Important: Time allocations are exclusive. The presentation must begin immediately after the 3-minute set-up time concludes. Time may not be shifted between segments. Competitors will not interact with judges during the set-up period.

o The presentation is judged at the SLC. Presentations are not open to conference attendees.

o Competitors/teams are randomly assigned to sections.

o Technology

· Internet Access: Not provided

· Presentations must be delivered using one or two personal devices (laptop, tablet, mobile phone, or monitor approximately laptop-sized).

· If using two devices, one must face the judges and the other must face the presenters.

· Projectors and projector screens are not permitted, and competitors may not bring their own.

· Wireless slide advancers (e.g., presentation clickers or mice) are allowed.

· External speakers are not allowed; audio must come directly from the presenting device(s).

· Electricity will not be available.

o Non-Technology Items

· Visual aids, samples, notes, and other physical materials related to the project may be used.

· Items may be placed on the provided table or on the judges table, if space allows.

· No items may be left with the judges following the presentation.

o Restricted Items

· Animals, except for authorized service animals.

· Food, which may be used for display only and may not be consumed by judges.

· Links and QR codes, which may be shown but may not be scanned or clicked by judges at any time.

o Research

· Information must be supported by credible, well-documented sources.

· Any use of copyrighted material, images, logos, or trademarks must be properly documented.

o Team Expectations

· In team presentations, all members must actively participate in the delivery of the presentation.

National: If competing at national, see national guidelines: www.fbla.org.

SCORING

• The presentation score will determine the finalists.
• The final presentation score will determine winners.
• Judges must break ties. The decision of the judges is considered final. All announced results are final upon the conclusion of the State Leadership Conference and will not be changed after the conference.

AMERICANS WITH DISABILITIES ACT (ADA)

• FBLA complies with the Americans with Disabilities Act (ADA) by providing reasonable accommodations for competitors. Accommodation requests must be submitted through the conference registration system by the official registration deadline. All requests will be reviewed, and additional documentation may be required to determine eligibility and appropriate support.

RECORDING OF PRESENTATIONS

• No unauthorized audio or video recording devices will be allowed in any competitive event.

• Competitors in the events should be aware FBLA reserves the right to record any presentation for use in study or training materials.

PENALTY POINTS

• Competitors may be disqualified if they violate the Code of Conduct or the Honor Code.

AWARDS

State: The number of competitors will determine the number of winners. The maximum number of winners for each competitive event is four.

National: The number of awards presented at the National Leadership Conference is determined by judges and/or number of entries. The maximum number will be ten.