ART 418 10: Brand: Storytelling

Monday, September 28, 2026 · Lecture

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.

Read before this class

- Davis, Creative Strategy and the Business of Design. chapter 8, Finding the Gold: turning data and insights into creative business solutions, 14 pp. - Brown, Practical Design Discovery. from chapter 3, Set the Direction: assertions, principles, concepts, and Focus on a Solution, 10 pp. - Mark and Pearson, The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. chapter 1, the archetype argument, 10 pp.

Handed out

- Reading for Creative Brief Studio, read by Wednesday, September 30, 2026. - Reading for Seeing and Being Seen, read by Monday, October 5, 2026.

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Class 10 of 28, ART 418, The Business of Design, Charleston Southern University, Fall 2026.