STUDY PROGRAMME
Graphic Design and Art Direction

AFAM CODE
ABPC67

DISCIPLINARY AREA
Communication methodology and techniques

DISCIPLINARY FIELD
Communication methodology and techniques

CREDITS
8

APPROACH
Theoretical/project based

With this course, students learn to design comprehensive communication projects aimed at specific applications and major discipline courses. This is the first moment in which students approach the specific knowledge corresponding to the professional field: brand design and brand communication, with a focus on brand architecture and brand extension associated to packaging and retail design, as well as to the consumer experience.

The programme grants 8 credits, divided as follows:

• BRAND STRATEGY: 3 CFA

• PACKAGING DESIGN: 5 CFA

Successful students will be able to:

BRAND STRATEGY:

• Analyse brand strategy cases and identify their historical, cultural and creative traits using suitable professional language (values, positioning, architecture and brand extension)

• Develop strategic-conceptual syntheses as a support to creativity: moodboards that include value positioning maps, graphic elements (colour palette and typographic elements) as well as iconic and conceptual elements (pre-step for the development of the packaging design brief)

PACKAGING DESIGN:

• Analyse complete packaging design projects - strategic, technical/product related and creative aspects - using suitable professional language

• Develop a comprehensive packaging project based on the professor’s brief, with consistency between strategy and structural as well as graphic/compositional elements

• Present complex brand design cases in their narrative development: from product to retail

BRAND STRATEGY:

• In-depth study of brand strategies as a scientific platform to support the creative process: historical, cultural and market aspects of brand identity

• Brand communication: values, positioning, architecture and brand extension

• Strategic-conceptual synthesis tools applied to practical work

• Introduction to the brand storytelling approach

PACKAGING DESIGN:

• Analysis of those aspects of brand strategy that have an impact on the product aesthetics in its graphic and structural dimension

• Introduction to the professional language and to the technical/product elements: structure, materials, manufacturing (Sleever, FlowPack Blister), printing and engraving/screen printing systems, mock-up creation

• Deeper understanding of graphic/composition skills applied to creative processes: typographic elements, colour codes and languages through experimentation, development of a comprehensive packaging project

• Packaging from product information element to brand narration tool: introduction to the world of consumer experience and retail design

This is a theoretical/project based course.

Students will take part in the following activities, which may vary depending on the development of different projects:

• Classroom lectures

• Use of tutorials, videos or other media tools

• Exercises and revisions

• Workshops

• Individual or group projects

• Individual or group study and research

Assessment tools may include:

BRAND STRATEGY:

• Mid-term written exam: individual exam on a case study analysis, aimed at testing theoretical skills as well as the proper use of language

• Submission of exercises, projects or research work, focused on the setting up of a complete strategic platform of moodboards

PACKAGING DESIGN:

• Mid-term written exam

• Completion of comprehensive projects/competition

Further details about the exams will be provided by the professors.

BRAND STRATEGY:

• Garrofe’, J. M., (2009) Structural displays, Index book.

PACKAGING DESIGN:

• Arzate Gomez, Y. (edited by) Takeaway Food Packaging Now, Antique Collectors’ Club.

• Garrofe’, J. M. (2011 ) Structural Packaging, Index Book.

• Huang, C., Fashion Packaging Now, Images Publishing Group.

• Ibbotson, T., Peng, C., Eco packaging now, Antique Collectors’ Club.

• Wallentine, L. G., Creativity Takes Courage! A book about designing packages and other media. On www.packagingsense.com

Specialised magazines:

• Formes des Luxe

• http://www.packagingeurope.com

Many of the recommended sources, together with additional material, are also available online on MyNaba, in the Library section.

Books and resources might be requested or suggested by the professors.