Module Details

Module Code: DSGN H2430
Module Title: Brand Realisation
Title: Brand Realisation
Module Level:: 6
Credits:: 5
Module Coordinator: Eileen Doyle
Module Author:: Bernadette Douglas
Domains:  
Module Description: The aim of this module is to offer the learner an understanding of branding and design for within the commercial retail space. The learner will develop understanding of positioning, competitors, internal and external perceptions and commercial considerations through analysis of an existing brand. The learner will develop understanding of brand stories, attributes and promotional mix through developing a brand reposition and styling strategy. Brand touchpoints and graphic assets will be developed for application to digital and printed material and packaging solutions will be developed for commercial differentiation and retail display
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 To demonstrate the ability to develop and apply a visual brand analysis and repositioning strategy
LO2 To demonstrate the ability to define and develop a visual brand style guide and designed brand assets
LO3 To demonstrate the ability to develop a brand message and packaging for commercial differentiation
LO4 To demonstrate the ability to define and develop a portfolio of work
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
6858 INTL H3424 Industrial Design
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Brand Analysis and Repositioning
Understanding brand is more than a logo and consists of many tangible and intangible elements are developed through an audit of a company’s material assets, promotional material, message and customer perceptions. These are mapped using a Brand Prism to identify a company’s core characteristics and their relationship to each other. The learner is introduced to branding best practice competitor benchmark and commercial positioning and will develop a repositioning strategy for a company’s redesigned product offering including message, guiding Attributes, position and media mix for promotions.
Brand Style Development and Touchpoints
The learner will understand the application of colour, font and style for logo development and application to the physical assets of a brand’s printed promotions materials, business cards, billboards and digital assets web presence, social media and digital promotions. The learner will explore branding touchpoints opportunities vehicles, uniforms, merchandise etc. The learner will develop a branding style guide manual detailing the use and application of brand assets.
Brand Realisation
The Learner will develop understanding of the commercial retail space, and the principles of brand differentiation. The learner will develop understanding of the principles of visual appeal and graphical story to develop, manipulate and apply graphical elements consistent with brand message. The learner will develop a packaging design solution using Adobe Photoshop and Illustrator software to apply graphic styling to a packaging template before constructing the 3D packaging form for print / assembly and digital presentation.
Infrastructure Resources
Design Studio – a dedicated space designed to allow for studio based learning. This space is specific to a particular learning group. While used to deliver studio based education the space is available to be used outside the time frame of the working day. It provides a safe learner driven, peer-reviewed environment, supported on a one-to-one basis. It supports the synthesis of parallel concurrent modular knowledge, skills and competency with prior learning & personal aesthetic judgement, to resolve specific design research question/s.
Computer Plotter Printer Resources
Learner requires access to studio and dedicated lab computers facilities. There should be access to printing and plotting facilities in order to complete projects. The studio must also be fitted with good quality projector, document visualiser and sound equipment for delivery of hybrid approaches. The computers should be high specification capable of running creative design software.
Computer Software Resource
Adobe Creative Cloud Suite, including Illustrator, Photoshop, InDesign, Dimension etc.
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Practical/Skills Evaluation % of Total Mark 30
Timing Week 7 Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Brand Style Communication Guide Manual
Assessment Type Portfolio % of Total Mark 70
Timing Week 30 Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
Submission of a portfolio showing content and development over the semester across the six key learning streams using the learner’s visual presentation skills. This deliverable is linked to project outcomes of the other design modules and must contain effective presentation of exemplary work. Learner will demonstrate key skills through interim review submissions that build towards their final portfolio submission for the semester

Interim submission will be specifically used to provide timely formative feedback to learners at key stages of skill development linked projects in Design Studio. P. 1, 2
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Studio Based Learning Contact Mentored content delivery & support, facilitated peer-to-peer interaction, tutor/self/peer critique/evaluation Every Week 3.00 3
Independent Learning Time Non Contact Individual and collaborative peer-to-peer learning, in skill & competency development. Every Week 6.00 6
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Debbie Millman. (2012), Brand Bible: The Complete Guide to Building, Designing, and Sustaining Brands, Quarto Publishing Group, USA.
  • Idris Mootee. (2013), 60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals, Wiley Publishing, USA.
  • K. Post, J H Gitomer, and M Tchong. (2004), Brain Tattoos : Creating Unique Brands That Stick in Your Customers’ Minds,, AMACOM, USA.
Recommended Article/Paper Resources
  • Graphis.
  • Creative Review.
  • Blueprint.
  • Wallpaper.
This module does not have any other resources
Discussion Note: