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?15.45-16.30 Markus Joutsela: Introducing brands, concept presentation instructions, examples from previous year courses16.30-17.00 Group work: Team agreement, Peer evaluation criteria, MarkusHomework: 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 1DD Design Process in Action _ Case Fazer Lakritsi (Pantagon Design); City of Helsinki Visual Identity Guidelines; City of Helsinki Brand Concept Explained; Volvo Visual Identity Guidelines; Role-of-Designers in Business; Systemic Innovation & Integrated Platform Strategies13.15-14.30 Heidi Paavilainen: Intro to trend forecasting; Q101, Väre14.30-15.00 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 boxWEEK 2MONDAY 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 Fagerlund16.30-17.00 Maija Fagerlund: Intro to mood boards and colour palettes.Homework: Develop the concept, colour palette task from Maija: Instructions and submission boxTHURSDAY 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 MaijaHomework: Storytelling task from Jeremiah (to be included in concept presentation, no separate submission), Developing the concept for the final concept presentation session.WEEK 3MONDAY 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.15.15-16.00 Maija Fagerlund: Intro to principles of surface design 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 113.15-17.00 Tracks - see track schedulesHomework: - see track pages.WEEK 4MONDAY 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 Keskiivari13.15-15.00 Anssi Ahonen: 3D Rendering, Keyshot, R102, Väre15.15-17.00 Reading exam, L102, VäreGroup 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 Laasanen13.15-15.00 Reading exam, L102, Väre15.15-17.00 Anssi Ahonen: 3D Rendering, Keyshot, R102, VäreHomework:FRIDAY 3.2. 9.15-17.00 - TRACKS
9.15-17.00 Tracks - see track schedules.
Homework: - see track pages.WEEK 5MONDAY 6.2. 13.15-17.00 - 3D RENDERING + TUTORING
13.15-15.00 Anssi Ahonen: 3D Rendering, Keyshot, R102, Väre15.15-17.00 Tutoring for final case concept with Peter, Zoom or Väre Q10213.15-15.00 Tutoring for final case concept with Peter, Zoom or Väre Q10215.15-17.00 Anssi Ahonen: 3D Rendering, Keyshot, R102, VäreHomework: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, MarkusFinal 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 7MONDAY 20.2.
Remember to make and submit the Visually Mediated Report of Individual/Personal Design Contribution