Course Intro and Schedule

  • Course Intro and Schedule

    The Strategic Identity & Design course provides students a platform to learn about branding and identity creation while deepening their expertise about the strategic role design can play in such development processes. Special emphasis is placed on the expressive nature of design and the role of designers in shaping and materializing the identity of a brand.

    Students complete a design project throughout the course in which they are asked to rethink material touchpoints for an established brand. Students are supported in the project through lectures and workshops. Structured as learning tracks, they are also given the opportunity to deepen their design expertise in one of the following areas: (1) packaging design, (2) surface design and (3) typography.


    • WEEK 1

      MONDAY 9.1. 13.15-17.00 - COURSE INTRO - ALMA MEDIA U356, Otakaari 1

      13.15-14.30 Peter Mc Grory, Maija Fagerlund, Markus Joutsela: Course Intro - schedule, assignment and teams.
      14.45-15.30 Peter Mc Grory: What is a brand for and for whom? and why is it relevant to design?
      16.30-17.00 Group work: Team agreement, Peer evaluation criteria, Markus

      Homework: Background research on the case brand.


      THURSDAY 12.1. 9.15-17.00 - LECTURES

      9.15-12.00 Virva Haltsonen: Double diamond design process in practice, 1D-4D framework, Lecture hall A2, Otakaari 1
      13.15-14.30 Heidi Paavilainen: Intro to trend forecasting; Q101, Väre
      14.30-15.00 Discussion.
      15.15-17.00 Peter Mc Grory: Intro for an integrated platform approach to strategic identity & design.

      Homework: Trend task from Heidi Paavilainen: Instructions and Submission box


      WEEK 2

      MONDAY 16.1. 13.15-17.00 - FORECASTING WORKSHOP - Zoom

      13.15-13.45 Heidi Paavilainen: Instructions to forecasting workshop.
      13.45-15.45 Team work and coffee break.
      15.45-16.30 Presentations and comments, Heidi Paavilainen and Maija Fagerlund
      16.30-17.00 Maija Fagerlund: Intro to mood boards and colour palettes.

      Homework: Develop the concept, colour palette task from Maija: Instructions and submission box

      THURSDAY 19.1. 9.15-17.00 - LECTURES AND WORKSHOPS - F102, Väre

      9.15-11.00 Jeremiah Tesolin: Lecture: an In-house perspective on branding.
      11.15-12.00 Jeremiah Tesolin: storytelling workshop on a future press release.
      13.15-13.45 Maija Fagerlund: Lecture + Intro to mood board and colour palette workshop.
      13.45-17.00 Team work, tutoring by Maija

      Homework: Storytelling task from Jeremiah (to be included in concept presentation, no separate submission), Developing the concept for the final concept presentation session.


      WEEK 3

      MONDAY 23.1. 13.15-17.00 - TRACK LECTURES - Q101, Väre

      13.15-14.00 Markus Joutsela: Intro to principles of packaging in branding.
      14.15-15.00 Teo Tuominen: Intro to principles of typography in branding.
      16.15-17.00 Peter Mc Grory: Intro to the u-process four-fold model for strategic identity and design.

      Homework: Prepare for concept presentation.


      FRIDAY 27.1. 9.15-17.00 - CONCEPT PRESENTATIONS + TRACK START

      9.15-12.00 Concept presentations, Peter, Markus, Maija, Teo; Lecture hall A1, Otakaari 1
      13.15-17.00 Tracks - see track schedules

      Homework: - see track pages.


      WEEK 4

      MONDAY 30.1. 13.15-17.00 - 3D RENDERING + READING EXAM

      Group A: Natasa Hódosi, Owein Iveson, Johanna Masalin, Wen Ouyang, Livia Solin, Katarina Blind, Jessica Eboreime, Satu Paavonsalo, Soyoung Park, Mariam Sudzhadinova, Ha Rim Kwon, Laura Asmala, Liselotte Frederique Molin, Leopold Tomachek, Erik Wichmann, Iida Arvola, Nuutti Muurimäki, Nea Paavola, Vilma Sainio, Mariia Shevelova, Alina Sippola, Saara Abdi, Joel Knippare, Annika Mäki-Lohiluoma, Rasmus Paul, Aleksandr Tikachev, Daniel Kohvakka, Michelle Lauriste, Yuzu Nakamura, Mari Keskiivari
      13.15-15.00 Anssi Ahonen: 3D Rendering, Keyshot, R102, Väre
      15.15-17.00 Reading exam, L102, Väre

      Group B: Margo Gainska, Nicole Kajander, Henna Koski, Tiina Otala, Emelie Seferaj, Darja Svidchenko, Elisabeth Arno, Erica Baker, Mathilda Graefin von Hahn, Alma Haavisto, Oleksandra Zemliakova, Salla Sopenlehto, Emanuela Leppäkoski, Marta Ligaj, Olivia Lähteenmaa, Ilona Rönkä, Inga Turska, Milo Nieminen, Leo Ash, Rosa Helenius, Roope Sysilä, Vilma Viertola, Anssi Karjala, Jonna Pyykönen, Roosa Tervapuro, Hitomi Asaka, Juho Laasanen
      13.15-15.00 Reading exam, L102, Väre
      15.15-17.00 Anssi Ahonen: 3D Rendering, Keyshot, R102, Väre

      Homework: 


      FRIDAY 3.2. 9.15-17.00 - TRACKS

      9.15-17.00 Tracks -  see track schedules.

      Homework: - see track pages.


      WEEK 5

      MONDAY 6.2. 13.15-17.00 - 3D RENDERING + TUTORING 

      Group A: Teams 6-10
      13.15-15.00 Anssi Ahonen: 3D Rendering, Keyshot, R102, Väre
      15.15-17.00 Tutoring for final case concept with Peter, Zoom or Väre Q102

      Group B: Teams 1-5
      13.15-15.00 Tutoring for final case concept with Peter, Zoom or Väre Q102
      15.15-17.00 Anssi Ahonen: 3D Rendering, Keyshot, R102, Väre

      Homework: 

      FRIDAY 10.2 9.15-17 - TEAM WORK

      9.15 - 17 Tutoring and team work

      Selecting the most potential solution and integration of graphics and form of the packaging. Combining all visual elements into the packaging, testing and working with the design. All track IT-classes booked for team work.

      Markus, Teo, Maija and Sanna Palmu will meet the teams in the following schedule:

      • 9.20 Team 10, A046 Otakaari 1
      • 9.40 Team 9, A046 Otakaari 1
      • 10.00 Team 8, A046 Otakaari 1
      • 10.20 Team 7, A046 Otakaari 1
      • 11.00 Team 6, Y344 Otakaari 1
      • 11.20 Team 5, Y344 Otakaari 1
      • 11.40 Team 4, Y344 Otakaari 1
      • 13.00 Team 3, R102 Väre
      • 13.20 Team 2, R102 Väre
      • 13.40 Team 1, R102 Väre

      14 – 17 Markus, Sanna, Teo and Maija will help in track specific questions in IT classes

      Homework: Finalize the package and graphics with the whole team.


      WEEK 6

      MONDAY 13.2 13.15-17 - FINALIZING AND PRINTING

      13.15-17 Finalizing the design work in teams. Printing and making the packages, Markus


      Final packaging design printing in PrintLab. Workshop master Eila Hietanen will help you with printing and Sari Kivioja with the Zund plotter

      IT-classes A046a and R102 and class room ALMA MEDIA U356, Otakaari 1 are booked for team work as well.


      Homework: Prepare the final presentation.


      FRIDAY 17.2. 9.15-17.00 - FINAL CRITIQUE - U141, Otakaari 1

      9.15-12 Finalizing the presentation.

      13.15-17.00 Final critique, Peter, Markus, Maija, Teo

      13.20-13.40 Team 8
      13.40-14.00 Team 4
      14.00-14.20 Team 1
      14.20-14.40 Team 5
      14.40-15.00 Team 10

      15.00-15.10 break

      15.10-15.30 Team 3
      15.30-15.50 Team 7
      15.50-16.10 Team 2
      16.10-16.30 Team 9
      16.30-16.50 Team 6
      16.50-17.00 discussion, questions etc.


      WEEK 7

      MONDAY 20.2.

      Remember to make and submit the Visually Mediated Report of Individual/Personal Design Contribution

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