Branding Across Media

Catalog description

Brands aren't just logos—they're ecosystems of experience. You'll learn to design comprehensive brand systems across packaging, environmental graphics, digital interfaces, and human interactions. We’ll start with strategy: researching our audiences, analyzing competitors, and defining brand values that differentiate. Then, you'll translate that strategy into cohesive visual identities that adapt intelligently across various contexts—a coffee brand needs different expressions on packaging, in cafés, and through apps, but it remains one brand. You'll map complete service ecosystems, understanding how every touchpoint shapes perception and guides behavior. Through case studies of influential brand designers and packaging systems, you'll see how brands reflect and shape culture. You'll also learn to present your strategic thinking to clients and partners who need to understand not just what you designed, but why it works. Prerequisites: ART 251 and ART 252 or permission of instructor.