The Capstone Experience
The BBA Senior Capstone is the culminating moment of their undergraduate experience. Students learn how to match design thinking to design doing, to think both logically and associatively, and to be critical and deliberate in how they choose to respond to today’s challenges and opportunities.
Students demonstrate their design mastery and business acumen via two semester-long intensive projects: an independent project of their choice and a collaborative project in response to a real-world client brief from an external partner.
Both projects require that students leverage everything they’ve learned during their time at Parsons — design-led research, finance, brand management, team dynamics, systems-thinking, business strategy, and more — to discover, define, develop, and deliver products, services, and experiences that respond meaningfully to the real needs of real people.
External Partners
The Spring 2025 graduating cohort worked responded to real-world creative briefs from the following external partners:
CADDIS, a corrective eyewear brand for discerning individuals who aren’t afraid of aging, who asked: How might Caddis make meaningful progress toward becoming more than an “eyeglass” company and effectively communicating its initiatives to the 40+ market?
CHILEWICH, a sustainable homewares brand and material innovator, who asked: How might Chilewich appeal to and connect with younger generations of discerning consumers who value beauty, functionality, and longevity in the objects they live with? How might the company showcase its distinctive and durable products in ways that resonate with digital-first audiences?
FIDELITY BANK, a giant in the banking and investment world, who asked: How can a legacy financial services firm expand beyond its current set of offerings to grow its customer base and remain resilient and relevant in a changing world?
FOHR, a leading-edge influencer management agency, who asked: With the rise of Gen Z and Gen Alpha, in what ways will the influencer marketing industry evolve over the next one, three, and five years and how might Fohr continue to lead in this space?
HELLER, a beloved brand offering modern, sustainable furniture by renowned designers, who asked: How might Heller develop lifestyle assets to showcase its products in diverse environments and provide a tangible experience in an e-commerce driven market, all within a startup budget?
THE JEWELRY LIBRARY, a collections space celebrating jewelry for jewelry people by jewelry people, who asked: How might The Jewelry Library build new spaces and offerings—digitally and IRL—to deepen people’s connection and understanding of the world of contemporary art jewelry?
THE KENT COLLECTION, a boutique hospitality destination Kent, Connecticut, who asked: How can The Kent Collection increase mid-week occupancy by attracting groups - such as corporate off-sites and meetings - while also establishing a wedding business to enhance weekend bookings?
RICHARD SACHS, a legendary one-man bespoke bicycle frame craftsman, who asked: How might Richard Sachs develop lifestyle products to showcase his brand in diverse environments and provide a tangible experience in an e-commerce driven market, all without compromising the core values of the brand?
TELADOC HEALTH, who on behalf of the telehealth industry, asked: How might artificial intelligence be used in a safe and ethical way, to address healthcare workforce shortages and reduce costs for insurers, employers, and patients?
VILLAGE OF GREENPORT, a coastal seasonal community on the North Fork of Long Island, who asked: How might a small under-resourced village maintain and make accessible a camera obscura through marketing, fundraising, and retention of volunteers?
