STUDY PROGRAMME
Graphic Design and Art Direction

AFAM CODE
ABTEC37

DISCIPLINARY AREA
Project methodologies of visual communication

DISCIPLINARY FIELD
Project methodologies of visual communication

CREDITS
12

APPROACH
Theoretical/project based

By going in-depth on the theoretical and methodological competences for this programme, the course prepares the students for an independent and professional management of the whole creative process, with a focus on research and innovation - strategic, innovative and technical. This course is the foundation for the thesis development. Therefore, besides providing organizational and team management skills, it also covers the following areas:

• research and methodological study aimed at replacing the classic approach to the brief execution with an original approach based on experimental, independently managed solutions;

• immersion into the production techniques that support creativity and the expression of personal styles linked to Brand Design and multimedia graphics, adjusted to different communication devices.

The programme grants 12 credits, divided as follows:

• FUTURE SCENARIO INPUTS: 6 CFA

• MULTIMEDIA GRAPHICS: 6 CFA

Successful students will be able to:

• Design a brand innovation strategy, supported by research

• Narrate and visualise it through video and motion graphic devices

• Organise the (brand extension) project according to all the identified communication elements, consistently with the innovation strategy: from corporate to packaging, from publishing to space design, from web to app

• Present the project in a comprehensive and aesthetically efficient way, using the brand content language

This course develops the students’ analytical approach to the genesis and business culture, as well as to the brand communication logics that underpin the continuous update of the differentiated brand/target dialogue (consumers, users, trade-marks) along the entire production pipeline. It analyses in-depth the brand storytelling techniques and extends its use on different devices through the harmonization between content and visual experience.

FUTURE SCENARIO INPUTS:

• Mapping and analysis of the global brands scenario through socio-cultural and economic trends

• Focus on the new frontiers of brand design and use of the disciplinary language: brand storytelling, brand experience, brand extension

• Development of a brand communication project, targeted at innovation, that will be fully carried out: research (also supported by online tools), analysis and visualization of information (genesis and values), strategy and future scenario, brand extension

MULTIMEDIA GRAPHICS:

• The branded language approach, aimed at optimizing content and visual through creative techniques suitable for different analogic and digital displays: infographics and info-visualization, motion graphic scenario

• Brand extension project suited to the brand’s future vision: press, packaging, signs, retail, web and mobile interfaces with original elaboration of icons, editing within a 3D environment, and motion 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:

• Mid-term exams

• Oral exam

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

The final grade will result from the weighted average of the programme modules.

• Miletsky, J. I., Genevieve, S. (2009) Perspectives on Branding, Cengage Learning.

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.