Branding Workshop

Korea University

Course Description

  • Course Name

    Branding Workshop

  • Host University

    Korea University

  • Location

    Seoul, South Korea

  • Area of Study

    Advertising, Marketing

  • Language Level

    Taught In English

    Hours & Credits

  • Host University Units

    3
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    Course Description
    Marketing & design studio experience oriented toward development of portfolio-quality design work. Professional designer/art director environment with involvement in actual projects with clients, budgets, and deadlines. Students are responsible for all project phases from design to production.

    Course Objectives
    Upon completion of this course, students will be able to use their design skills in a real-world context. They will work as a team and collaborate with clients. They will learn how to determine project objectives, estimate time needed, analyze and assess creative solutions, and produce graphic designs that can be implemented in print or digital formats.

    Student Learning Outcomes
    The student will be able to:
    a. Identify the difference between art and design practice.
    The students will learn how to deepen their connection to art and design as artists while learning the responsibilities of a designer.

    b. Record, relate and assess verbally communicated issues related to design problems
    The benefit of working with a real client project is that there is a real person with real concerns. The students will learn to communicate with this person who requires active listening. Through client interview and data mining, design projects look for evidence to build a brand story. Students will learn to make interview questions and analyze the collected data.

    c. Collect, organize, and analyze both qualitative and quantitative data to conduct thorough research on each design problem
    Finding design directions involves thorough comprehension of gathered data and analysis of the collected data. Students will learn to extract the essence of the brand to come up with a design brief which lists the brand story and its objective.
    d. Effectively collaborate with a design team
    A sizable branding project requires a large number of people with varied skill sets. Through this class, the students will learn to identify each other’s skills and combine their assets to solve problems as a team.

    e. Build complex visual identity solutions
    Visual identity design is the most complex design project for a graphic designer. Students will learn how to position a brand based on research, create a brand story, and visualize appropriate imagery with typography and other graphic elements.

    f. Visually and orally present design solutions to client
    Brand Workshop emphasizes the importance of client presentation. Students will learn to design presentations and present design projects with clarity in multistage object-driven presentations.

    Course Procedure/Schedule
    There will be one or more projects that will provide a range of design services for companies, entrepreneurs and nonprofits. Clients will be selected before the beginning of the semester based on the maximum learning experience potential. The process will mirror how a professional studio works. Students will be involved in all aspects of the design business practice, including developing a design brief, managing projects, and marketing the work.

    Required Textbook
    There is no textbook required for this course.

Course Disclaimer

Courses and course hours of instruction are subject to change.