M.A.S.H. mnemonic is a useful framework for generating, tracking, and objectively evaluating innovative ideas. M.A.S.H. expresses the fundamental components of successful design; Mechanics, Aesthetics, Sustainability, and Human Factors. These essential elements are often underdeveloped in student design concepts and subsequently require bolstering throughout the process. For a given problem, M.A.S.H. can be implemented as a useful brainstorming tool, allowing students, educators, and project managers to filter out extraneous ideas while maintaining sufficient depth. M.A.S.H. can also be successfully implemented as an objective measure of a concept's performance. Using a rating system based on the M.A.S.H. mnemonic, individuals can readily identify strengths and weaknesses of a given design concept. This system supports an individualized design process and allows students to develop the vocabulary to articulate and compare complex concepts. This article describes how senior Industrial Design students interpreted and applied the M.A.S.H. process in the completion of their final studio projects. These examples have been chosen to illustrate diversity of application and scale. For the most part, students found M.A.S.H. useful as a roadmap to guide their design decisions and remind them of issues that had become clouded by project complexity.