Master's Degree Beyond Branding

When brands behave like living organisms, adapting and changing in real time. Audiences mould and determine what a brand is or should be with the power of likes and shares. How to thrive and build brands made to last and survive these conditions beyond branding?

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When brands behave like living organisms, adapting and changing in real time. Audiences mould and determine what a brand is or should be with the power of likes and shares. How to thrive and build brands made to last and survive these conditions beyond branding?


Master’s Degree Beyond Branding
Awarded by UVic-UCC. 


Albert Folch
Rafa Martínez



ECTS credits



September to July 


(+€450 registration fee)  


Access and admission requirements

Graduates in Graphic Design, Advertising, Communication and professionals with accredited experience. Exceptionally, graduates in Marketing, Fine Arts or Audiovisual with a demonstrable portfolio and advanced knowledge of design software.
More information 

What does it mean to go beyond branding? 

We believe branding as we know it has evolved far past logos and brand manuals, brands as part of culture had been heavily influenced by the shifts of technology and the Internet in the last 20 years. The Master’s Degree Beyond Branding by Elisava and Folch is a forward thinking one-year programme that seeks to explore new brand territories, analyze the current landscape of communication and study how brands aesthetics and business models have been influenced by global changes. 

As brands have gotten more complex and require to be present in different mediums, the people behind them must be able to respond to a new communication paradigm. Contemporary identities must adapt to a range of audiences, formats, devices and narratives. As the world undergoes phenomenons that influence different touch points in our lives, brands must find ways to adjust to us. 

At this programme we will address questions such as: 

  • What are the elements that a brand must have to survive an ever changing panorama? 
  • Where are brands heading in terms of communication? 
  • What role brands have today in the global conversation around politics and culture?
  • How does that affect brand communication? 

Branding for a new era. The final goal of this programme is to develop a critical and contemporary approach to brand building. Study branding from the visual communication, to the strategy and how it connects to the brand ethos and values. Creating sets of tools to create brands for human beings and not prefabricated customers or a target market. 

The master aims to revolve around different areas of thought, and explore paths in: 

  • The evolution of brands through history.
  • The influence of digitalization in brand communication. 
  • Humanization of brands. 
  • Aspiration economy and how brands survive and thrive in a world where value is set on values and community. 
  • Content creation and reflections on the attention economy, brands fighting for attention on social media. 
  • Creation of flexible and versatile brands. 
  • Creation of brand communication with a transmedia approach. 
  • Understanding brands as social and cultural objects. 
  • Understanding the bridge between marketing, advertising and design in today's media landscape.  

An interdisciplinary and collaborative vision on brands 

As brands themselves are built on different elements, the professionals that work around them must understand brands and themselves in an holistic way. 

Both teachers, students, invited guests and experts come from different perspectives and areas, creating an environment where learning through juxtaposition takes place. The experience of the master is enriched by the mixture of these different kinds of professionals in every class, project, workshop and masterclasses. The case studies and talks bring something fresh to the table, as people from unexpected backgrounds join us to question the limits of brands in communication. 

Finding your place in the brands spectrum 

The Master's Degree Beyond Branding will enable you to encounter different challenges that would help you find your own voice and path in the diverse world of brands. What interests you the most about? What are the fields you want to explore? How does my experience contribute to this specific area of branding? We will dive into different fields of brand building and the different roles constantly evolving in the industry. 

With deep roots in the analysis and investigation of both the client/brief and the cultural spectrum around it, and how that connects and takes a visual form that represents the brand but it's able to modify and adapt over time. Branding is no longer a corporate identity, is an ongoing conversation with their audiences, there is no dialogue without constant feedback from the people, that later influences the process and repeats itself. Brands need to listen more than ever. 

The practice of branding today needs an open model that allows changes on the run, a broad perspective to involve different creative profiles in the process, in order to cover the multiple fields a brand has in direct contact with their audiences. 

We want our Master’s Degree Beyond Branding to prepare professionals to be able to join creative groups and companies, with a critical mindset and the ability to work interdisciplinary, in different spaces related to the world of brands, from conceptualization, production, and maintenance, to creation of campaigns and content. 

This one-year programme is structured around 3 main projects that summarize the main phenomenons today around brands, with theoretical classes that give context and analysis to understand the cultural field where brands develop.

To complement the experience, we have prepared 3 workshops to address and explore new brand territories:

  • Zeitgeist Analysis.
  • Art Direction for digital environments.
  • Light installation.
Albert Folch

Albert Folch

Director of the Master's Degree Beyond Branding
Rafa Martínez

Rafa Martínez

Director of the Master Beyond Branding

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