A computer implemented method, system, and computer program product include one or more processors identifying a dynamic element within 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, the dynamic element associated with a variant list including one or more variant elements; one or more processors identifying one of a longest variant element and a shortest variant element from within the variant list; and one or more processors generating a first instantiation of a visual representation of a product concept including the one of the longest variant element and the shortest variant element as the dynamic element.