A brand is much more than surface branding. We focus on four deeper habits from which modern innovative brands draw their power.
Building Innovative Brands is a hands-on two-week dive into how leading brands may leverage a Design Thinking approach to become ever more participatory, experiential and experimental.
Together, we will explore how leading organizations stoke conversations, co-create experiences, spark stories and build engaging relationships with consumers.
Inspired by provocative real-world examples and industry guests, diverse student teams will employ human-centered design methods to conceive of and visualize their own creative proposals for how a company or organization could engage in innovative, brand-enhancing new ways. Teams will ultimately pitch their experience design concepts for feedback, consideration and potential real-world implementation. For an overview of the class, please watch this video.