CDBAD-385 Branding and Art Direction Intensive 2

3 Credits

This course is an in-depth exploration of the flexible, dynamic and technology-driven aspects of brand development. Students are challenged to engage with new approaches to telling engaging brand stories that showcase clients and companies as lively and movable producers or service providers-as dynamic and relevant as the service or product they represent. Readings, lectures, and research-driven projects introduce critical perspective on branding and its relationship to larger cultural, political and technological trends. Exercises and in-class workshops prompt students to explore these topics, while research-driven projects challenge them to integrate this dynamic approach to actual scenarios and concrete deliverables.