Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


At the end of the course, students should be able to:

- describe foundational principles and strategies for branding and identity creation.

- recognize and argue for the position of design in different types of branding processes.

- execute a design project (including packaging, surface or typography design) as a part of a broader re-branding process, under supervision.

Credits: 6

Schedule: 09.01.2023 - 20.02.2023

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Hilkka-Maija Fagerlund, Markus Joutsela, Peter McGrory

Contact information for the course (applies in this implementation):

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: Finnish, Swedish, English


  • valid for whole curriculum period:

    The course provides students a platform to learn about branding and identity creation to deepen their expertise about the strategic role design may play in such development processes. Special emphasis is placed on the expressive nature of design and the role of designers in shaping and materializing an identity for a brand.

    The course is organized around a re-branding project in which students are challenged to rethink the material touchpoint of a established brand in smaller groups. Students are supported in the project through lectures and workshops. They are also given the opportunity to acquire design expertise in one of the following areas: (1) packaging design, (2) surface design and (3) typography.

Assessment Methods and Criteria
  • valid for whole curriculum period:

    The final grade for the course is based on the results of a written exam and a design project with supportive assignments which students execute throughout the course. Students need to pass both the exam and the design project in order to receive a final grade for the course.  

    Students must attend and display active participation in at least 80% of the contact sessions (lectures, workshops and presentations). Participation in the introduction lecture and final preentation is mandatory. 

  • valid for whole curriculum period:

    The total workload for the course amounts to 164 hours (I ECTS credits = 27.3 hours).

    •  Contact teaching 55 hours
    •  Written exam 2 hours
    •  Final presentation 4 hours
    •  Individual and group work 84 hours
    •  Personal reflection 16 hours
    •  Giving course feedback 1 hour


Substitutes for Courses


Further Information
  • valid for whole curriculum period:

    Teaching Language : English

    Teaching Period : 2022-2023 Spring III
    2023-2024 Spring III

    Enrollment :

    Registration for Courses: Sisu. Priority order to courses is according to the order of priority decided by the Academic committee for School of Arts, Design and Architecture:

    The course is organized with 60 study places in 2022/2023 and 86 study places in 2023/2024

    A minimum of 30 students are required for running the course.