Branding: We all do it! We all have a brand, we all have an identity. We all have a personal brand.?
Our personal brand is established over time and can be understood by:?
What we wear/what we don’t wear?
What we care about/ what we don’t care about?
What we read/what we don’t read?
What we watch/what we don’t watch?
What we hear/what we don’t hear?
Who we support/who we don’t support?
What we think/what we don’t think?
OR?
Do we dance or don’t dance, are we environmentalists or not, do we construct or deconstruct. Do we draw, paint, design, sing, play an instrument, love type. Do we love cats, do we love dogs, what makes us laugh, what makes us cry.?
These things and many others, make us who we are, they form our brand, they are our signifiers. Some are visual some are not. It is the unique combination of these signifiers that creates our personal brand, they are an expression of our personality and they communicate with others about who what and why we are what we are.?
The same applies to commercial or corporate branding. The use of signifiers (some of which are not visual ) builds a relatable identity that communicates to a specific audience. It is not a mystery, it is a creative conceptual process that gives a brand a unique personality.?
Brands fall into a number of designations the most common being??
Product?
Corporate?
Services?
Cultural??
Geographical?
In each case they share one imperative, which is to build a brand which has a strong audience connection. This studio will explore the conceptual techniques used to develop that audience connection, because that is what Branding is all about.?
In this studio you will encounter creative ways of conceptual development that will enable you to engage specific audiences. You will be introduced to ways of thinking, seeing and working. You will be encouraged to take risks, experiment and enjoy the creative conceptual process.?
You will be introduced to a number of designers? who have changed the way we think and live and have done so by breaking conventions and being disruptive in their practice.?
We will ask you to unearth your personal insights by exploring ideas and examining the nature of the problems set in the three interrelated briefs.?
This studio has three interrelated assessment tasks?
Brief 1 35% The Studio Knowledge Object: Brand: New Ways?
Brief 2 20% Brand New Discoveries: Research and Strategy Document?
Brief 3 45% Brand New: The Brand?
Ted Talk: How symbols and brands shape our community - Debbie Millman?
YouTube: We’ve ruined branding – Michael Bierut?
The Branding Journal: What is Branding??