2020_2 | Futures Studios

F4. Future Brand Image

David Cutter

 

Studio Inquiry

The studio focus is future language design thinking for brand identity and brand message representation. The studio will operate based on a primary inquiry and a secondary inquiry.

The primary studio inquiry is how to define, explore and develop fresh and forward thinking for brand language and brand design, partnered with the awareness, analysis and understanding of need for brand and brand identity design. The secondary studio inquiry is how to perpetuate new thinking and new language in brand and brand identity design.
Engagement
At the core of this studio, fresh and forward thinking in graphic design and designing (including graphic-based design) and art direction of Brand Image will be the focus. Awareness, inspiration and exploration (including experimentation) will act as foundation. In this context, design is the messenger, and you will be connecting with a culture that aspires to achieve potency in design to best represent and deliver the message.

You will immerse yourself in the Brand Image design culture, and through case studies, research and collective discussion and discourse, will become both enlightened and informed. You will have the option of developing project responses that, while primarily strategic based, are either pure theoretical in proposal form, or pure application form, or a combination of both.

In this futures emphasis studio, you will collaborate with the studio team to discuss, define and consolidate creative thinking methodologies and both explore and develop creative designing methodologies that reveal a path forward. This studio will inform you, nourish you, challenge you, develop you - as a creative thinker, as a creative designer. This studio will take you in a significant step towards professional level design work, studio practice and preparedness for industry.
Communication of knowledge
Through the creation of two design prototypes, the studio offers students an opportunity to deeply investigate a specific design industry by creating a large project in their area of speciality, i.e print or screen publication design, advertising campaign, art direction & design, brand identity/corporate identity, program design, brand imagery.
Activities
The studio will establish itself and run as a semi-professional operating studio, where the further development of each individual designer as practitioner is the over-arching focus. This studio will operate with scheduled and structured team meetings, project development reviews which will include both group and peer critique/feedback, methodologies workshops, research case study discussions and purpose-based/purpose managed open studio session timeframes.

In consultation and/or guidance of the studio lead, each and every designer is expected to develop, manage and their own independent agenda of aims and objectives. This will occur within the studio as it runs as a collaborative collective, where all team members are expected to contribute as a team player.
Assessments
Project 1: SKO.
Project 2.1: Defining the Studio Practice.
Project 2.2: Developing the Language.
Project 3: Applying the Language.
Pre-Reading
Reading #1 Zaha Hadid A vision for eternity By Clara Le Fort, Numro January 08 Numero.com/en/architecture/zaha-hadid-vision-architectural-studio-fluidity-lines Reading #2 Moving brands into the future: what we can learn from Deloitte's rebrand https://blog.prototypr.io/moving-brands-into-the-future-what-we-can-learn from-deloitte's-rebrand
Studio Partner
N/A
Communities of Practice
Designing Identity, Designing through Image



About David Cutter

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