ID3 Course Outline

Branding & Communication Strategy
Instructors: Tak Yukawa and Pamela Lee
Duration: 6 weeks = Pamela 6 weeks = Tak
Start Date: Thursday, October 30, 2008
End Date: Thursday, December 4, 2008


This class will further enforce the importance of Conceptual thinking within the Design and Creative industries. Students will be introduced to the power of branding and messaging and its wider implications within society. There will be a focus on how the issue of PERCEPTION determines success or failure - from corporations to celebrities. The goal of this class will be to empower students with different methods and techniques for effective idea generation. Students will learn how to formulate solutions that TAKE A POSITION within the context of their projects with the help of a sound CREATIVE PROCESS. Time will be spent talking about how IDENTITY, LOGO DESIGN and MESSAGING play out their respective roles within branding.

By the end of this course, students should be able to:
- Conduct effective RESEARCH to satisfy particular project goals
- Effectively ANALYZE and PROCESS collected data into useful creative tangents
- Generate robust ideas/concepts/messaging suitable for widespread implementation
- PREPARE and PRESENT their solutions with confidence and professionalism
- Communicate effectively with the client and their target markets
- Insight into how to service clients to make the client feel confident in your services
- General business practices that every designer should know

Required Supplies:
- Sketchbook
- Drawing pencils
- Fine line ballpoint pens and different sized multi-tip black markers (Sharpie)
- A minimum of 3 different color Highlighters
- Other sketching tools may be required during the course (ie: Pencil, Markers and Papers), and will be determined by the student’s comfort level, preference or by instructor request.
- A computer and Adobe Creative Suite Programs (Primarily Illustrator and Photoshop)
- Memory Card/Key for digital files (ideally 1 gig)

Suggested Resources:
- Daniel H. Pink: A Whole New Mind
- Scott Bedbury and Stephen Fenichell: A New Brand World
- Edward De Bono: Lateral Thinking
- Tom Kelley: The Art of Innovation


WEEK 1
LATERAL + VERTICAL Thinking
Idea Generation
Mechanics of a Problem
The Creative Process
Strategic Thinking
Base Knowledge
Assign: Project REDUX 1

WEEK 2
Student Presentations
Formal Brainstorming Session
Pop Culture
Target Markets
Perception
Celebrity
What is Brand Positioning?
Philosophical Position
Visual Moodboarding
Assignment: Project REDUX
Assign: Brand Project #2

WEEK 3
Student Presentations
ID and Logo Basics
BRAND > Attack strategy > CAMPAIGN CONCEPT
In-class assignment: Group Assignment
Assignment: Project REDUX
Assignment: Brand Project #2

WEEK 4
Student Presentations
BRAND > Attack strategy > CAMPAIGN CONCEPT
The Power of Conceptual Design
Implementation into CAMPAIGNS
Narrative
Storyboards
In-class assignment: Group Assignment
Assignment: Project REDUX
Assignment: Brand Project #2

WEEK 5
Student Presentations
Open Work Class

Week 6
Binding Process Books for all projects
Student Presentations of Project REDUX and Brand Project #2

First of many

Hi everyone and welcome to my Langara instruction blog.

Your course outline will be available in the next post.

TIP: To quickly find things in the future, just browse the archive list on the top right hand side of this blog.

More exciting posts to come!