ART 418 21: Design for Meaning: Storytelling, Mythology, and Meaning

Monday, November 9, 2026 · Seminar

A deeper look at story: Joseph Campbell, archetypes, mythology, and how meaning gets made. Lecture first, then discussion. You met the archetype argument before the midterm; today you read your own brand through it.

Read before this class

- Neumeier, The Brand Gap. the first two disciplines, Differentiate and Collaborate; illustrated and fast, 14 pp. of text. - Campbell, The Hero with a Thousand Faces. from the Prologue, The Monomyth: the hero's journey in brief, 12 pp. - Mark and Pearson, The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. the opening of chapter 16, The Artichoke: uncovering the archetypal meaning of your brand, pp. 265-274.

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Class 21 of 28, ART 418, The Business of Design, Charleston Southern University, Fall 2026.