On successful completion of this subject, students should be able to:

1. Apply the fundamental principles of branding in the creation of visual solutions to an assessment brief.

2. Develop design ideas in response to a branding and identity design brief that are based on research and analysis, using a sketchbook to record this process.

3. Apply an iterative design process underpinned by experimentation to the development of a brand story and visual identity.

4. Produce design solutions appropriate to the brief, client and audience and support the development of these through a process of reflection, peer evaluation and critique.

5. Communicate clearly through the presentation of design ideas and outcomes.

6. Design professional standard outcomes using relevant media (including the major features of Adobe CC).

• The fundamental principles of branding: Brand values, brand promise and brand purpose
• Brand archetypes
• Brand personality and tone of voice
• Copywriting and brand manifestos
• Understanding a brief, client, and project context
• Defining competitors (precedent and documentary research skills)
• Understanding audience: Using personas and mood boards (design specific research skills)
• Visual interpretation of message and expression to an identified audience
• Designing visual identity systems
• Brand storytelling
• Further development of Adobe CC skills
• LinkedIn Learning tutorials as specified

Essential equipment

Students are expected to have:

• A basic kit of graphic design ‘tools’—pencils (HB, 2B, 3B), eraser, ruler, scissors and paper glue.
• An A4 plain paper (not lined) sketchbook
• Access to a computer
• Access to Adobe CC
•  A digital storage device (USB or external hard drive)