ID408
Designing Brand Experiences I
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
This is a comprehensive two-part course on Designing Brand Experiences. You may take Part I (Brand and Content Strategy) and not continue with Part II (Visual Identity). However, you must complete Part I in order to take Part II.
PART I - STRATEGY
Welcome to “Designing Brand Experiences”, a two-part course on branding. In this course, students will delve into the intricacies of brand development, learning skills that range from market research and data analysis to identifying key target audiences, strategic positioning, and more. This course goes beyond visual identity—branding encapsulates building a solid foundation and the art of crafting a compelling narrative.
In addition, students will learn how to develop a unique creative platform that sets the stage for the concepts of a multichannel campaign. They will also learn how to provide art direction for branded content.
As the final output, students will have produced a brand strategy, a content strategy, and an art direction. These important documents will serve as guides for the development of a distinctive visual identity in Part II.
PART II - VISUAL IDENTITY
This next phase isn't solely about aesthetics; it's an examination of every touchpoint through which the brand communicates. In Part II, students will learn to apply the strategies developed in Part I to design a visual identity for the chosen brand. From crafting an original logo to selecting typography, from formulating a colour palette to developing a unique visual language, from designing a grid system for layouts to making quality mockups of brand applications, they will learn about cohesive brand representation and expression. As the final output, students will produce a Brand Style Guide
The culmination of the output from Part I and Part II is a comprehensive Brand Book.
Learning highlights
- The objective is to understand the process involved in crafting a successful brand experience. This course will touch on each phase of the process—from the initial brief and research to strategy, visual identity, and, finally, brand expression.
Course outline
15 classes
Session 1
Intro: Introductions Walk through Exercise 01 (brand selection for the project) (1.30 H)
Lecture: What is a Brand Experience? (1.30 H)
Session 2
Lecture: Goals and Objectives (1.30 H)
Work Session: Define a New Approach for the Brand. (1.30 H)
Session 3
Lecture: Competitive Analysis (1.30 H)
Work Session: Competitive Landscape (4-6) Market Opportunities Positioning (1.30 H)
Session 4
Lecture: Brand Strategy (Target Audience(s), Product Truths, Cultural Impact, Emotional Benefits) (1.30 H)
Work Session: Identify Target Audience and Develop Three Personas (1.30 H)
Session 5
Lecture: What is a Brand Book? (Mission, Vision, Brand Values) (1.30 H)
Work Session: Develop Mission, Vision, and Brand Values (1.30 H)
Session 6
Lecture: Tone of Voice (1.30 H)
Work Session: Develop Voice Principles (4) (1.30 H)
Session 7
Lecture: Creative Platform Content Strategy (1.30 H)
Work Session Write a Tagline (1.30 H)
Session 8
Lecture: Content Strategy (Channels, content categories, ambassadors, and partnerships) (1.30 H)
Work Session: Develop Content Categories, Identify Brand Channels, Brand Ambassadors, Partnerships (1.30 H)
Session 9
Lecture: Campaign Concepting (1.30 H)
Work Session: Develop an Awareness Campaign Concept (1.30 H)
Session 10
Lecture: Art Direction (Content Style Guide) (1.30 H)
Work Session: Image Research (1.30 H)
Session 11
Work Session Image and Motion Research (3 H)
Session 12
Work Session Finalising Presentations (3 H)
Session 13
Lecture Pitching and Presenting (15 min.)
Work Session Finalise Presentations (2.5 H)
Session 14
Final Presentation (3 H)
Session 15
Final Presentation (3 H)
Course materials
Books
Media
Prerequisites
Medium-level proficiency in Adobe Creative Cloud Suite / Figma
InDesign (optional) / Illustrator / Photoshop / AfterEffects (optional) / Figma
An understanding of design, colour, typography, and layout.
Methodology
Studio-based exercises
Lectures and presentations
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 I
by Connie Lui
Total hours
45 Hours
Dates
Mar 11 - Mar 29, 2024
Fee for single course
€1500
Fee for degree students
€750
Capstone Project Bootcamp
Dec 04 - Dec 22, 2023
Radoslav Neychev
Harbour.Space AI Track Director, Girafe-ai founder
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.