Art Direction master's degree at Seeway

Mayúscula was invited to give two master classes within the module Brand creation and management, within the Master in Art Direction and Graphic Project Management at Seeway school of Design, Animation and Digital Communication in Barcelona.

The objective of this Master's degree is to broaden, deepen and strengthen solidly the knowledge of Visual Identity, Typography, Editorial Design, Computer Graphics, Management and Printing and Illustration.

The first master class was an introduction to branding. Rocío Martinavarro explained how to plan a branding project with the help of A GOOD PLAN, using different tools:
Brand management tools like chronograms and budgets...
Brand strategy and analysis tools like project and business goals, benchmarking, brand attributes, SWOT, Simon Sinek's Golden Circle or customer journey,
Brand identity and expression tools: verbal identity, typographic styles, types of logos, benchmark and multidisciplinar identity analysis, among others.

The second master class was based on brand language, what key elements conform an identity (emphasis in visual), and how to use them strategically and consistently from a corporate point of view.