Course Description
A fully immersive and experiential learning experience for students wishing to understand the creative execution and application of brand communication. Students will learn how audience, voice, strategy, timing, and ideation factor into the creative development and production of individual brand assets.
Athena Title
Creative Prod of Brand Comm
Prerequisite
Permission of department
Semester Course Offered
Offered summer semester every year.
Grading System
A - F (Traditional)
Student Learning Outcomes
- Students will learn how to consider the overall brand narrative when considering creative development and execution of visual assets in the advertising and public relations space. Utilizing imagery, type, color, layout, and other emerging possibilities (audio, video, and AI/VR/AR), students will learn how visual, experiential, and creative content can be adjusted to suit a particular audience and how the conceptual approach aligns with the overall brand objective.
- Students will learn to create purposeful creative content as it relates to brand communication.
- Students will learn to consider how targeted messaging aligns with overall brand communication strategies
- Students will learn to consider how the development of creative elements (assets) aligns with overall brand communication strategies
- Students will learn to practice the creative execution of type, layout, color, and the visual application of photos and graphics
- Students will learn to understand the significance of creative application in the overarching narrative of brand management and communication
- Students will learn to analyze the significance of brand communication in the advertising and public relations space
Topical Outline
- Hardware usage, options, and best practices for different platforms and medium
- Software usage, options, and best practices for different platforms and mediums
- Strategic visual development including print and digital assets, posters, social media content, photos, and slide decks
- Understanding how visual components such as color, type, logos, and visual markers align with brand development
- Understanding brand consistency in the development of creative assets
- Consideration for the strategic application and theoretical development of the bran
