Brand language at the Istituto Europeo di Design

Mayúscula taught a Brand Language course for international students of the Creative branding & advertising degree at the Istituto Europeo di Design.

The 3 year Creative branding & advertising course is about bridging the gap between creativity, communication, advertising and branding to educate and form future creative professionals, able to develop, coordinate and implement innovative and highly effective interactive, international and digital communication, advertising and branding strategies that guarantee unique experiences at all customer touch points, critical for the success of any brand, product or service.

Rocío Martinavarroo taught about brands, the branding process and how to construct and manage brands succesfully with the help of tools from A GOOD PLAN. In a practical manner the student learnt how planning, strategy and identity interact together in the branding process. Specifically, the subject studied throughly how a brand expresses itself in a coherent manner in all types of touchpoints, in a multidisciplinary way. Students created a sustainable platform for a renowned international brand, doing analysis exercises, benchmarking, target trends, strategic brand platform and verbal identity (naming, tagline, copywriting...). Brand expression was carried out through multiple digital, environmental and printed touchpoints, creating a coherent identity from concept to applications.

As a school with an international vocation, the Istituto Europeo di Design welcomes students with different nationalities and cultures to all its campuses. Some 2,000 foreign students – primarily from the Far East, Central and South America and Europe – enrol in its courses every year. In this Brand Language course, students were from Sweden, Colombia, Poland, Germany and Iceland.


We are Mayúscula, a branding & design studio in Barcelona. We build global and multilingual brands for start-ups, multinational corporations, and creative agencies in need for a partner. We help in erasing barriers that restrain your competitivity, whether expanding your business to emerging markets like Asia and Middle East, or penetrating in developed markets like Europe.