Master planning is a distillation of project objectives and site analysis combined with our placemaking principles. The master planning process begins by establishing a short list of objectives that not only define the overall vision of the project based on the earlier branding sessions, but maximize the project potential, vehicular and pedestrian circulations, connectivity and spatial adjacencies. These concepts are further developed through sectional and massing studies, view corridors and sun shadow studies, project phasing and product mix. Advantages and disadvantages for each option are clearly identified and validated through a preliminary pro-forma analysis before a final design direction is selected.