SPECIALISATION
Brand Design, Creative Direction, Visual Design

DEPARTMENT
Design and Applied Arts

INSTITUTION
NABA, Nuova Accademia di Belle Arti - Milan Campus

ACCREDITED BY
Italian Ministry of Education and Research

TITLE AWARDED
First Level Academic Degree

CFA
180

LANGUAGE OF TUITION
Italian or English

COURSE DURATION
3 years

This course leads students into the varied world of communication that has been increasingly expanding with the spreading of new media both in applicative and professional areas. At the same time, it directs students towards methodological experimentation and specialisation, thanks to the efficient integration of three main professional courses of study: brand design, creative direction and visual design - and their recent applicative/disciplinary developments: digital publishing (e-book, smartphone and web), viral video distribution on social networks and animated illustration.

Attention to the crucial elements of graphic design (typography, page layout, infographics, packaging) and constant update of computer graphic programs (motion and 3D) are the strong points of our teaching methods that are always refreshed within the experimental activity of the creativity workshops: places for research, individual project design and group debates, where our international students, supported by professionals and experts in their industry, work on comprehensive projects thus achieving a deeper understanding of different roles and of their own professional profile.

The ideal candidates are motivated to study communication in its various branches (graphics, advertising, illustration and computer graphics), are inclined to visualization, expressive synthesis of ideas and thoughts and to the use of communication tools (press, video, radio, web, etc.). They show curiosity towards the cultural aspects and the understanding of their professional scope. Flexibility within technological changes and innovation together with team work are crucial skills to successfully carry out this educational path.

For admission procedures, please refer to the Academic Regulations.

The course aims to develop:

• The ability to analyse and assessing complex issues related to graphic design and communication, and to consequently develop efficient, suitable and creative solutions using a project method that is consistent, sound and structured

• The ability of efficiently conveying information and ideas, supporting the own project suggestions with suitable explanations and criteria

• Knowledge and understanding of the expressive languages and tools and of the most suitable technologies to create communication strategies in graphics and advertising, beside deep knowledge of the cultural, historical and economical context where these solutions are proposed

• Understanding and implementation of professional methods, ability to work individually as well as in a group and to manage whole projects in observance of briefs and deadlines

During the course, students are engaged in different kind of activities, according to the specific learning goals. Those activities may include:

• Class lectures

• Debates, presentations, peer assessment

• Use of tutorials, videos or other media tools

• Exercises and revisions

• Labs

• Seminars and workshops with industry professionals or visiting lecturers

• Intensive workshops on specific subjects

• Individual or group projects

• Individual study or research

• Field trips related to the professional field

• Individual sessions and tutoring

The achievement of learning goals is generally assessed at the end of the term, although intermediate evaluations may occur. Assessment methods vary according to the learning goals being assessed and may include:

• Oral exams

• Written exams

• Practical demonstration

• Graded exercises

• Graded revision

• Exercises

• Completion of comprehensive projects

• Submission of exercises, projects or research works

Throughout the three years of the course, students can explore different areas of communication, experimenting with techniques that are connected to specific branches of learning. They will develop their own professional profile within brand design, advertising and visual design. At the end of the course they will be able to mindfully opt for a professional environment or a second-level study cycle.

The goal for the first year is to learn how to structure the creative thinking through the introduction of the crucial elements of communication, of design methods and of digital techniques. Students will acquire conceptual, strategic and cultural knowledge that will allow them to deal with communication issues in the fields of graphics (basic and corporate design) as well as in advertising (campaigns). Hence, they will be able to develop projects that are consistent with the creative brief, finalizing them in their technical execution and integrating graphical aspects (typography, page layout and publishing) with elements of computer graphics.

The second year focuses on the development of an integrated approach to complex communication projects that make use of different tools and media, with deeper knowledge of the various professional roles involved in the project design. With the study of an integrated campaign in all of its phases — from research to presentation —, students will acquire methods and skills to develop projects for press, TV, web, and social media. In the scope of graphic design they will develop, at the same time, competency in digital publishing and motion graphics production, alongside with the study of corporate identity on packaging, with 3D simulations.

Starting with the second year, the students will start dealing with comprehensive communication projects, aimed at specific applications and scopes that they will choose themselves, thus starting to experiment with different professional areas:

Brand design and brand communication, with a focus on brand architecture and brand extension connected to packaging, retail design and customer experience

Creative direction and multimedia writing in the audio-visual world, including its viral extension (from website to mobile apps)

Visual design, with an approach to experimental graphics on dynamic, multimedia devices

Each specific study course will be also supported by optional courses, with a theoretical design approach: art publishing, multimedia languages and illustration.

With the third year, students will reach full awareness of their own professional profile, mainly following two paths:

1. Going in depth on a subject, with a focus on research and innovation that culminates in the thesis project:

• In brand design, with expertise in design and innovation of the visual and strategic image of brands in their whole extent on web, social media and experimentation with multimedia platforms

• In creative direction, with a specialisation in the creation of audio-visual campaigns and expertise in dealing with different professional roles and means of expression related to online and offline communication

• In visual design, with technical expressive expertise that belongs to the experimental world, transversal to languages and devices

2. The constant involvement on projects based on real briefs with internationally renowned partners within the creativity workshop, where groups of students, supported by expert teachers and professionals of the industry, will work on complex, comprehensive projects by creating technologically advanced creative solutions.

The optional subjects in the third year will also make it easier for skilful students with strong personality to find their own way in the new professions of visual design.

• Computer art, Photography, Digital animation, Introduction to cultural marketing, Sociology of cultural processes, History of cinema and video, Aesthetics of new media, Phenomenology of images.

Successful Graphic Design & Art Direction graduates possess all the theoretical, technical and design tools to start a career in several of the communication fields, including:

• Art Direction

• Copywriting

• Graphic design

• Web design

• Brand design

• Visual design

• Editorial design

• Retail end Exhibition design

• Packaging design

• Illustrazione

• Visual design

• Creative direction

At the end of the course, successful students will be able to:

• Identify all different fields of application of the acquired skills, the different professional specificities and their related career paths.

• Master the languages of communication from their theoretical aspects to their professional application, and be able to recognize the impact of communication processes on the contemporary socio-economic and cultural context.

• Understand the potential offered by the new technologies and their influence on communication processes.

At the end of the course, successful students will be able to:

• Deal with complete communication projects using professional approach and language, as well as analytical, creative and technical methods.

• Develop communication projects on different devices, skilfully using typographical, publishing, illustration, photo and video elements.

• Meet the communication and targeting goals with creative solutions that can be used on different media: print, radio, cine-TV, web, social media, etc.

• Present a complex project in a simple way using conceptual and visual synthesis tools: infographics, motion graphics and video, etc.

• Master all software applications used in their own professional field.

• Create a portfolio using narration and visual techniques that are consistent with their professional profile and with the application tools that have been used.

In compliance with the Qualifications Framework for the European Higher Education Area - QF for the EHEA, at the end of the first study cycle, students will have developed the following skills:

Knowledge and understanding: graduates must have knowledge and understanding in a field of study that builds upon their general secondary education, and must typically be at a level that, whilst supported by advanced textbooks, includes some aspects that will be informed by knowledge of the forefront of their field of study.

Applying knowledge and understanding: graduates must be able to apply their knowledge and understanding in a manner that indicates a professional approach to their work, and have competences typically demonstrated through devising and sustaining arguments and solving problems within their field of study.

Making judgements: graduates must have the ability to gather and interpret relevant data (usually within their field of study) to inform independent judgments that include reflection on relevant social, scientific or ethical issues.

Communication skills: graduates must be able to communicate information, ideas, problems and solutions to both specialist and non-specialist audiences.

Learning skills: graduates must have developed those learning skills that are necessary for them to continue to undertake further study with a high degree of autonomy.

At the end of the course, successful students will be able to:

• Decode communication elements and languages and their cultural context through analytical tools: semiology, aesthetics, theory of mass media and history.

• Analyse complex issues related to communication, as well as identify, among different project solutions, the most suitable and efficient one.

• Elaborate suitable and efficient creative solutions based on a solid methodology, supported by research and analysis.

• Support the own individual project solutions through consistent and mindful explanation of the creative choices that have been made.

• Critically evaluate their own and others’ work using field-specific criteria and vocabulary.

• Interpret the information given by the creative brief and interact with the professionals involved in the design and production process.