TOUS Elisava Marca en futuros inexplorados

University Expert Course: Brand in Uncharted Future(s)

The only programme specialized in jewelry and craftwork where we delve into brand culture, exploring the power of narratives, visual codes of seduction and the design of consumer spaces that generate attraction.

How to apply

Presentation

We explore the universe of brand culture by developing an identity that translates, in a genuine and coherent way, the essence and values that distinguish and represent us. Through a stimulating creative process we learn to design strategies based on powerful narratives that connect emotionally with our key audiences, achieving a high level of relevance and differentiation.

After generating valuable proposals that derive from solid brand narratives, we devise and develop visual codes that provide the desired notoriety. The effective and dramatic use of aesthetic languages allows us to shape a unique identity, responding to the tastes and preferences of the target audiences we wish to captivate.

To achieve a fully transversal communication strategy, we land the conceptual and formal proposals learned in physical and digital brand spaces. The spatial design and the experiences offered allow us to generate emotional connections and give us the desired positioning.

Objectives
  • Foster students’ ability to generate innovative and strategic ideas in brand creation, considering consumer needs and market trends.
  • Train students to conduct applied research projects in the field of branding, using methods to identify new design and communication opportunities.
  • Develop skills to interpret research data and apply it effectively in the development of creative strategies.
  • Allow students to integrate the theoretical knowledge acquired about brand culture in practical projects with a creative and innovative approach.
  • Stimulate the ability to design unique brand experiences through critical analysis of the relationships between brand culture, brand visual, and brand space.
  • Design brand ecosystems and ensure their coherence in all their points of expression.
  • Explore how consumer spaces influence brand perception and the creation of immersive experiences that connect with their cultural values.
  • Stimulate interaction between designers, brand strategists and other professionals to achieve innovative and effective solutions.
  • Raise students’ awareness of social and environmental responsibility for the creation of sustainable and inclusive brands.
  • Carry out a mentored project with the objective of solving real challenges in the sector.
  • Promote multidisciplinary teamwork to develop integrated brand strategies that combine design, creativity and communication.
  • Develop students’ ability to clearly communicate brand concepts through visual presentations and effective narratives.

Course programme

1 Brand Culture

We dive into the world of branding with the objective of building and communicating a powerful and authentic brand identity. We discover how to create a brand platform and design creative strategies based on powerful narratives, which help us to consolidate a notorious positioning in the brandstory universe.

The content of this module will cover the following topics:

  • Definition and evolution of the concept of Brand Culture.
  • Brand Culture from the TOUS perspective.
  • Branding as a strategic tool for building corporate identities.
  • Brand narratives and brandstory: brands that have built their identity through storytelling and resonate with different audiences.
  • Digital brand communication activations and measurement of results in different channels and formats.
  • Analysis of success and failure cases.
  • Workshop to put into practice and exercise the variable prisms that take us from storytelling to storyliving.
  • Project: Brand Culture.
 2 Brand Expression

We devise a perfect guide for the development of visual codes that allow the creative and/or the brand to express themselves in a striking and differential way. We learn how to use the aesthetic languages in a decisive way to achieve singularity and distinctiveness, responding to the preferential criteria of the target audiences we address.

The content of this module will cover the following topics:

  • Definition and evolution of the concept of brand expression.
  • Brand Expression from the TOUS perspective.
  • Introduction to the discipline of aesthetics to understand and apply its different categories and subcategories: from beauty to ugliness, from the sublime to the ironic and transgressive, through kitsch, camp and cute.
  • Essential visual codifications in brand construction: lines, shapes, colors, textures, compositions and typography.
  • Brand expression in different channels, formats, supports, tones and languages.
  • Scoutings: visits to art galleries and ateliers of renowned contemporary artisans. Exploration of spaces and study of materials, processes and techniques with renowned creatives.
  • Practical workshops to apply and consolidate classroom learning.
  • Project: Brand Expression.
 3 Brand Spaces

Brand spaces are becoming increasingly relevant in the current market context. There is a need to go beyond the simple commercial transaction and offer designs with their own identity, as well as hands-on and participatory experiences that generate memorability. We will learn to conceptualize and design spaces, enhancing new shopping experiences that connect sensorially and emotionally with consumers.

The content of this module will cover the following topics:

  • Brand Spaces: (Re)Definition and classification of new typologies of existing consumer spaces.
  • Mapping of the most distinctive retail proposals at national and international level.
  • Brand Spaces from the TOUS perspective.
  • Design of brand spaces: physical and digital elements.
  • Visual merchandising.
  • Experiences in the retail universe.
  • Retail Safari: exploration of spaces in the city of Barcelona.
  • Workshop on innovation and sustainability.
  • Project: Brand Spaces.
 4 Postgraduate Final Project

The Course Final Project responds to a brief provided by TOUS, which brings into play all the knowledge acquired throughout the course.

The student must present rigorous research on the chosen topic under the guidance of their professor/mentor.

Students must demonstrate their ability to summarize, their critical capacity of the acquired knowledge and be able to develop proposals that show their excellence in creativity, problem-solving and presentation of their project.

The content of this module will cover the following topics:

  • Question formulation aligned with the TOUS brief
  • Mentoring
  • Research methodology
  • Project ideation and development
  • Presentation and evaluation
If you want to know more about the University Expert Course in Brand in Uncharted Future(s) download the brochure here:
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