Description
Branding is a powerful and strategic communication tool. The transmitter is your brand, the receiver is your audience, and the message is any interaction between the brand and your audience. Therefore, branding comprises Social Media Strategy, User Experience Design and Customer Satisfaction Policy. These will all be affected by the tone of voice and interaction strategy that the company establishes.
In this context, it is very important for future-proof brands to understand these three elements of communication and apply them successfully, aligning the company message with the visuals. The key is to get the right message across to the right audience. In business, it is all about relevance, which is why the Branding Lab will provide the students with the right mindset, tools and strategies that allow them to design and develop successful brand identities.
Objectives
Provide students with the necessary knowledge of the tools needed to strategize and conceptualize brand identities.
Teach students to add reasoning to their creative impulses, allowing them to explore the boundaries between strategic thoughts and art production: design with a purpose.
Connect students with real clients, allowing them to learn how to deal with chaos, uncertainty, deliverables and time constraints.
Introduce students to the fundamentals of visual language (colour theory, typography and composition).
EXAMPLES OF CONSULTANCIES & CLIENTS
Lab Director
Beatriz García de Prado
Beatriz is a UX | UI designer & Art Director with international experience. Her talent lies in humanising digital experiences by creating products that resonate emotionally with people. She is extremely adaptable, she ranges from a digital nomad in South East Asia to a Managing Director in the Middle East, whilst being a fun aunt and table linen entrepreneur.
Her background lies in communication (she holds a Law and Journalism dual degree) but her Designer path started in 2014, working in Amsterdam in different design agencies for over five years. In 2018 she jumped into freelancing and traveling the world while keeping up her career as a UX & UI designer, until one client hired her permanently as Managing Director. She then focused on improving the workflow, introducing Agile Methodology and decision making processes based on user research. She took on the challenge of leading a team of 15 people (Designers, Developers, Copywriters, Marketers, and Growth Hackers), a major milestone of her career. She holds a Masters degree in Visual and Digital Media from IE University, where she returns now, excited to share her knowledge and keep on learning.
Testimonials
Lab gallery
Branding Lab ’23
Branding Lab ’22
