Digital Branding: Design a Visual Identity
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Learn to develop a design concept with powerful storytelling and translate a brand identity into a flexible design system
What makes a brand are its values and principles, but what makes a brand authentic is when these are reflected in its appearance and actions. In this online course, Max Heitsch and Marco Kawan, cofounders and art directors of the design studio Moby Digg, teach you how to tell bold brand stories and use them as a foundation for sustainable and effective branding design. By leveraging the power of digital tools in conjunction with logic, they explore new aesthetics and produce innovative design solutions, which have earned them prestigious creative-industry awards like the Silver Cannes Lion.
Learn to build parameter-based and content-driven brands alongside your teachers while following the concepts of parametric design, a term that refers to the use of specific parameters or variables that, when modified, alter the outcome. Max and Marco guide you through the entire branding process: identify core brand values to develop design guidelines and then translate them into a coherent design system.
Meet your teachers for the course, Max Heitsch and Marco Kawan. Discover how they got into design, the influences that inspire their work, and why they decided to open their studio Moby Digg while in Buenos Aires.
Begin with the research phase and learn how to gather crucial information on a brand’s values and strategies, as well as how to organize it in a Brand Story Canvas. Building on that brand story, outline some initial ideas to lay the foundation for your visual designs.
Next, solidify your design concept by creating a mood board to help you visualize your ideas and choose the right color palette, typography, and graphic language. Max and Marco then demonstrate how they use design principles and parameters to create a new aesthetic and polish the design system before delivery.
Finally, explore other areas of application, like websites and printed products, to ensure the visual identity is the same across all formats. Wrap up the course by creating a series of mock-ups and get some parting advice from your teachers on how to prepare a winning presentation and attract new clients by thoroughly documenting your projects.
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