Module Details
Module Code: |
DSGN H2430 |
Module Title:
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Brand Realisation
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Title:
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Brand Realisation
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Module Level:: |
6 |
Module Coordinator: |
Eileen Doyle
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Module Author:: |
Bernadette Douglas
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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
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Learning Outcomes |
On successful completion of this module the learner will be able to: |
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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.
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No recommendations listed |
Co-requisite Modules
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6858 |
INTL H3424 |
Industrial Design |
Additional Requisite Information
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No Co Requisites listed
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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.
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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.
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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.
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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.
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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.
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Computer Software Resource
Adobe Creative Cloud Suite, including Illustrator, Photoshop, InDesign, Dimension etc.
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Module Content & Assessment
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Assessment Breakdown | % |
Continuous Assessment | 100.00% |
AssessmentsFull Time
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.
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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 |
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Contact |
Mentored content delivery & support, facilitated peer-to-peer interaction, tutor/self/peer critique/evaluation |
Every Week |
3.00 |
3 |
Independent Learning Time |
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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
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Recommended Book Resources |
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Debbie Millman. (2012), Brand Bible: The Complete Guide to Building, Designing, and Sustaining Brands, Quarto Publishing Group, USA.
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Idris Mootee. (2013), 60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals, Wiley Publishing, USA.
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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 |
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Graphis.
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Creative Review.
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Blueprint.
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Wallpaper.
| This module does not have any other resources |
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