Study Guide

Learning outcomes

The student is able to
- understand brands and their influence as part of our popular culture
- understand the meaning of brand management and brand creation, and the mechanisms of influence
- create a brand strategy and a complete concept

Implementation and methods of teaching

The brand studio operates as a design agency. The students will design real client cases. They will lead the design process and are involved in project management.
Students will work in small teams leading their own project, but sharing knowledge to other teams along the way.

Studio will also provide theory and practical tools and small exercises to aid the students forward.

The teachers will mentor the process throughout.

Timing and attendance

See below.

Learning material and recommended literature

Designing Brand Identity, an essential guide for the whole branding team
Alina Wheeler (John Wiley & Sons, Inc., )

FireSigns : a Semiotic Theory for Graphic Design
Steven Skaggs (2017) Cambridge, MA: The MIT Press

Studio full reading list available in course moodle.

Alternative completion methods

4th year graphic design students may join the branding studio. Please contact the teacher.

Working life cooperation

Real life projects with clients. Visit to studios and outside organisations. Guest lectures from the design field.

Learning environment

Studying takes place mainly at campus. Excursions, moodle and other online tools.

Student time use and work load

15ECT = 405h of student time.

The course is intensive and ends with in project week. Approximately 40% of the time is spent in contact days, which means that a significant part of the course time is spent on independent work. Students will lead their own design process.

Teachers are present twice a week at minimum.
The full schedule can be found at course Moodle.
Students must be present on certain teaching and visit dates, check the schedule.

Contents

In the Brand Studio, the student learns in depth branding design, visual identity design and the main principles of brand management. Students practice their skills through practical design tasks and the theoretical lectures that support them. The studio includes cooperation with companies and organizations through assignments and visits.
Students understand the importance of building a brand and what their role as a designer is in it. They learn to manage the design process and cooperate with the client and their design team.

Additional information for students: previous knowledge etc.

Students must have completed at minimum 2 years of graphic design / visual communication design studies.

Possibility to participate from other majors at the LAB Institute of Design and Fine Arts, provided that you have at least a the marketing communication and branding course completed and a foundation (2 years) in your own design field. Please note that preference in student selection is given to students from the major and exchange students from the major.
Please contact the studio coordinator, lecturer Robinson, to enquire more.

Course language is Finnish and English. Studio accepts exchange students.

Assessment criteria

- Attendance
- Exercises and learning tasks
- Presentations and discussions
- Project management and outcome
- Peer evaluation and self-evaluation

The client's assessment may affect the grade.

Assessment scale

1-5

Failed (0)

- The project outcome does not comply with the objectives of the assignment or is incomplete
- The design work does not answer the brief
- The research is insufficient
- The role and/or teamwork in the design project has failed

The course is also rejected if the student:
- Does not know how to use professional concepts and does not justify her/his/their activities
- Does not use the methods and processes learned in the course
- Can't act customer-oriented
- The student has not been present

Assessment criteria: level 1 (assessment scale 1–5)

- The project outcome is generally in line with the objectives of the assignment
- The design work at least partially answers the brief
- The research has been, to some extent, completed
- The role and/or teamwork has been performed acceptably.

A course grade of 1 also requires that the student:
- Can use professional concepts and justify their actions
- Can use learned methods and processes
- Can act customer-oriented

Assessment criteria: level 3 (assessment scale 1–5)

- The project outcome is according to the assignment's objectives and is implemented appropriately.
- The design work is wide-ranging and supports the brief
- The role and/or teamwork has been performed well

A course grade of 3 also requires that the student:

- Can use professional terms in a versatile way and communicate professionally
- Can choose methods and processes suitable for the activity and justify their choice
- Can take into account the needs of the target group and/or the client appropriately, as well as other course participants

Assessment criteria: level 5 (assessment scale 1–5)

- The project outcome aligns with the assignment's goals and even exceeds them.
- The design work is exceptionally well executed and answers the brief
- The student is proactive and acts excellently in their role in the team

A course grade of 5 also requires that the student:

- Can use methods expertly, communicate professionally, and consider all target groups.
- Can choose, combine and develop methods and processes suitable for the activity to support work
- Can take full responsibility for learning and the project
- Receives excellent feedback from the client and also from other course participants