ID402BKK
Designing Brand Experiences
Faculty
Connie Lui
Partner / Creative Director at YummyColours
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Because branding is more than just visual identity, this course will teach students how to create a successful brand narrative. It will provide them with a comprehensive understanding of how to craft a brand through market research, data analysis, identifying key target audiences, brand positioning, and strategy, which will inform the development of a unique visual identity and tone of voice. In this module, students will learn that every touchpoint of the brand needs to be carefully considered in order to make a real impact.
Learning highlights
- The objective is to understand the process that goes into designing a successful brand experience. This course will touch on each phase of the process—from the brief to research, strategy to visual identity, and ultimately, brand expression.
Course outline
15 classes
Session 1
Intro (1.30 hour)
Lecture: What is a Brand Experience? (45 min.)
Intro Walk through exercise 01 and project brand selection. Exercise 01 details and instructions will be provided prior to start of class.(45 min.)
Session 2
Lecture: Goals and Objectives (1.30 Hour)
Exercise: Define a new approach for the brand. (1.30 hours)
Session 3
Lecture: Competitive Analysis (Direct and Indirect) (1.30 hours)
Work Session: Competitive Landscape (4-6) Market Opportunities Personas / Target Audience Connie to provide a template (1.30 hours)
Session 4
Lecture: Brand Book (Strategy) (1.30H)
Work Session: Brand Values Connie to provide a template (1.30H)
Session 5
Work Session: Positioning Mission Brand Values Cultural Impact / Emotional Benefits / Product Truths (3 hours)
Session 6
Lecture: Creative Platform (1.30 H)
Work Session: Creative Platform Content Strategy (1.30H)
Session 7
Lecture: Visual Identity System (1.30H)
Work Session: New Visual Identity System (Identify all the Brand Elements to Design) (1.30H)
Session 8
Work Session: New Visual Identity System - Sketching and Concepting (3 hours)
Session 9
Work Session: New Visual Identity System (3 hours)
Session 10
Work Session: New Visual Identity System and Applications (3 hours)
Session 11
Work Session: New Visual Identity System and Applications (3 hours)
Session 12
Lecture: Pitching and Presenting (1 hour)
Work Session: New Identity System and Applications (2 hours)
Session 13
Work Session: Finalising Brand Book (3 hours)
Session 14
Presentation and Final Evaluation (3 hours)
Session 15
Presentation and Final Evaluation (3 hours)
Course materials
Books
Media
Prerequisites
Medium level proficiency of the Adobe Creative Cloud Suite / Figma
InDesign (optional) / Illustrator / Photoshop / AfterEffects (optional) / Figma
An understanding of design, colour, and typography
Methodology
Studio-based exercises
Presentations and pitching
Group discussions / critique
Final project
Grading
A native New Yorker, Connie is a Creative Director, educator, photo enthusiast, and foodie. Whether working in analog or digital, the brand experiences she creates are guided by a deep understanding of the people who interact with, consume, and contribute to them. She has built and managed creative teams and collaborated closely with clients, partners, and vendors to produce award-winning campaigns.
Throughout her career, she has developed brand experiences for Adobe, Afterpay, Estée Lauder, the Human Rights Foundation, Levi’s, L’Oréal, Nike, Target, TED, GE, Google, Shopify, Uniqlo, and Uber, among others.
See full profileApply for this course
Designing Brand Experiences
by Connie Lui
Total hours
45 Hours
Dates
Sep 11 - Sep 29, 2023
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.