BNO Training - Strategic Brand Design

Almost every designer at some point has to deal with brand challenges. You are asked to develop the visual identity for an organisation or to shape a new product brand. Sometimes there is already a brand identity and you are asked to design a specific part: a packaging or a campaign. In this BNO training you will learn to design from a strategic perspective, the perspective of your client.

Content of the training
● When designing a brand it is important that you set goals together with your client. What kind of objectives must you formulate and what do they mean for your design process and the design result?
● You rarely start with a blank canvas, there is already an organisation, a brand or a brand portfolio. What do you need to know in order to be able to make the right decisions and how do you research this?
● What is the importance of target groups, how do you define them and how can information about those target groups help in designing the brand?
● What is the importance of context, what is the importance of competition, how do you enter into a conversation about this with your customer and how does that conversation determine the design of the brand?
● The importance of specific brand features.
● What is positioning, why is it important to formulate a positioning and how do you formulate it?
● And how do you subsequently organise your design process?

Programme in short
● Setting objectives
● Research brand and organisation
● Research target audience
● Investigate context and competition
● The importance of specific brand features.
● Determine positioning
● Your design process

Trainer
This training is provided by Roel Stavorinus. Roel is an independent brand and design strategist specialised in organisational identity and has extensive experience in the field of brand challenges. Working on the client side as well as the creative agency side, it is his personal mission to bring designers and marketers closer together.

For more information and to register, visit the BNO website.