ART 418 · Session 10 of 28 · Part II · Brand as Foundation
ART 418 10: Brand: Storytelling
Monday, September 28
Where the design work starts. The story a brand tells, who it is for, and the frameworks for telling it. Mark and Pearson enter here, so archetypes are on the table before you choose your direction. The thread picks up again in Part 2 with voice and language.
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The reading
- The brief
- Creative Strategy and the Business of Designchapter 8, Finding the Gold: turning data and insights into creative business solutions, 14 pp.
- Practical Design Discoveryfrom chapter 3, Set the Direction: assertions, principles, concepts, and Focus on a Solution, 10 pp.
- The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypeschapter 1, the archetype argument, 10 pp.
Where the design work starts. The story a brand tells, who it is for, and the frameworks for telling it. Mark and Pearson enter here, so archetypes are on the table before you choose your direction. The thread picks up again in Part 2 with voice and language.