ID409b
Designing Brand Experiences II
Faculty
Diego Marini
Co-Founder & 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 course 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.
Welcome to “Designing Brand Experiences”, a two-part course on Branding.
PART I - STRATEGY
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. 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 class is a visual manifestation of the brand strategy. Students will learn how to make a comprehensive Brand Style Guide. This course will touch on each phase of the design process: typography, colours, grids, and logo design.
Course outline
15 classes
Session 1
Personal Intros: (30 min) Presentation (Summary of Brand and Content Strategy) (1 H.)
Lecture: What is Visual Identity? (1.30 H)
Session 2
Lecture: Creative Tools Review Wordmarks, Logo Marks, Lock Ups Overview (1.30 H)
Work Session: Sketch ~20+ Ideas for a New Logo Mark (1.30 H)
Session 3
Lecture: Typography (1.30 H)
Work Session: Select House Typeface(s) (1.30 H)
Session 4
Lecture: Logo Development (1.30 H)
Work Session: Finalise Logos (1.30 H)
Session 5
Lecture Formulating a Colour Palette - (Colours for Various Mediums - RGB/CMYK/Pantone) (1.30 H)
Work Session Develop a Colour Palette (1.30 H)
Session 6
Lecture Graphics, Icons, Illustration Style, Patterns (1.30 H)
Work Session Develop Graphic Toolkit (1.30 H)
Session 7
Lecture: Grids Specs (1.30 H)
Work Session: Creating a Grid and a Layout System (1.30 H)
Session 8
Lecture: The Impact of Physical Applications (Printed Materials, Packaging, Environment Graphics, Merchandise, OOH) (1.30 H)
Work Session: Create a List of Applications, Search Mockup Files and Images to use for Applications (1.30 H)
Session 9
Lecture: Designing Digital Applications (Digital Assets, Website, Social, Newsletters, App, Motion) (1.30 H)
Work Session: Design Digital Applications (1.30 H)
Session 10
Lecture: How to Create a Style Guide (1.30 H)
Work Session: Finalising all Design Applications (1.30 H)
Session 11
Work Session: Finalising Mock-ups for Applications (3 hours)
Session 12
Work Session: Style Guide Instructions and Rules (3 hours)
Session 13
Lecture Pitching and Presenting Selecting Order for Presentations (30 mins)
Work Session Finalise Presentations
Session 14
Final Presentation
Session 15
Final Presentation
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
As the son of a letterpress printer in Verona, his interest in the graphic world began at an early age. After a start as a graphic designer for a small publishing company, Diego moved on to gain experience as a junior art director working on branding for Italian sportswear labels. In 2003, he started a new freelance life as a digital art director in Paris. His work with Watoo Agency won the 2005 Flash Festival Award for Best Web Graphics. He also joined the ASE network, a branch of Capgemini consulting, working on workshops for large corporations such as Air France, Bacardi, and Volkswagen.
Diego co-founded UP! in 2006. The firm's talent base enabled them to work with a wide variety of clients such as Kenzo, Vanessa Bruno, Eastpak, and Florence-based fashion fair Pitti. He served as a creative consultant for the branding and communication of Greenpeace France. Since he moved to NYC in early 2010, he worked both with fashion brands and agencies. After he shaped the new Diane von Furstenberg brand identity, he joined Sub Rosa's workshop, working on several successful projects for Nike, Warby Parker, GE and Pantone. He then returned to DVF to lead the creative team, conceiving and executing numerous digital and print campaigns and winning a Clio Award in the Design Category for the book Journey of a dress, published by Rizzoli.
See full profileApply for this course
Designing Brand Experiences II
by Diego Marini
Total hours
45 Hours
Dates
Apr 08 - Apr 26, 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.