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Brand as a Creative Process
Faculty
Matthew Waldman
Design Innovation Consultant
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
With the many issues facing the planet, convergence is accelerating. This creates a world where many business classes have reached a state of product parity. To compete, there is only “price” and “brand” to differentiate. This class explores how to create brands that drive the creative process and not the other way around.
Learning highlights
- Design thinking techniques
- Creative writing for business
- Basic graphic design skills
- Presentation skills
- Creation of guidelines for creative processes
Course outline
15 classes
Session 1
What is “brand”? Presentation and discussion.
We will discuss how to create a comparative analysis for design and brand
Session 2
Review student comparative analysis from homework. Talk about product parity
Session 3
Superpowers and Core Values. Workshop
Session 4
A picture is worth a thousand words workshop
Session 5
The psychology of colour, composition and form
Session 6
Logo Workshop
Session 7
“Mission Driven” and “vision statements”.
Trends in business as it relates to design and brand
Session 8
Review student superpowers/core values
Session 9
Creating guidelines for consistency and innovation
Session 10
The physical product and action design discussions
Session 11
Physical prototyping workshop/3D expression workshop
Session 12
Pulling it all together for a final project
Session 13
Student critiques and professor reviews.
Session 14
A guest speaker [TBD]
Session 15
Final presentations!
Prerequisites
There are no prerequisite skills, but a working knowledge of Adobe Suite is helpful. Good writing skills are a plus, and of course, an open and creative mind! Bring paper and writing utensils for sketching.
Methodology
Most classes will start with a presentation from the professor, followed by a discussion and then workshops. Students' critiques and reviews are part of the iterative process for this class.
Grading
Over 30 years of interdisciplinary design work has made Matthew Waldman one of the world’s most respected designers. Matthew’s “techno-optimistic” work is driven by his belief that technology enables universal communication.
He is best known for NOOKA, where he designed accessories and watches that reinvented how time was told, as well as creating award winning eco-friendly package design.
See full profileApply for this course
Brand as a Creative Process
by Matthew Waldman
Total hours
45 Hours
Dates
Oct 25 - Nov 12, 2021
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.