Course description:
This course investigates how to build, measure, and manage a brand, with a focus on visual literacy and the strategic use of symbols and imagery used in formulating fashion brands and line identity. Students explore both the theoretical and practical role of images as tools for communicating brand values, positioning, and messaging. As part of a semester-long project, students will be instructed in how to use Adobe Photoshop to develop marketing and branding materials tailored to their brand concepts, applying their insights to real-world branding challenges. The course emphasizes how brand identity is constructed, why some brands resonate more clearly with consumers, and how these perceptions influence purchasing decisions and overall brand success.
Syllabus:
Required Text Book:
Coursework:
Brand Foundations: Creating Your Company
Mood Board Assignment Part 1
Mood Board Assignment Part 2
Fashion Image Assignment
Text Assignment 1
Text Assignment 2
Logo Assignment
Redo Assignment
Mock-up Assignment
Final Presentation