Developing a Creative Concept for Branding Projects
A course by HUMANBranding and Packaging Studio
A course by HUMAN, Branding and Packaging Studio
Learn how to generate brand value through a solid concept and a striking visual identity
An effective branding project must focus on both the design as well as the initial investigation to the ideation and conceptualization. Alejandro Flores—founder and creative director of the design studio Human—focuses on creating memorable brand identities that go beyond the simple idea of creating a “pretty logo”, but rather a strategic solution to the challenges a brand faces.
In this course, you’ll learn how to conceptualize and plan your branding projects to give them more objective and functional values, using Human’s methodology.
What will you learn in this online course?
15 lessons & 25 downloads
What will we do in the course?
54 seconds
The importance of the concept
10 minutes, 19 seconds
Conceptualization techniques or methods
6 minutes, 37 seconds
Commission and brief
3 minutes, 3 seconds
Strategy and narrative
5 minutes, 43 seconds
Less Software more Concept
19 minutes, 5 seconds
What's included in this course?
Start by getting to know Alejandro, his career and most significant projects. Discover some of his direct and indirect sources of inspiration in design.
Whether it’s a personal branding project, or one for the food industry, personal care, packaging, or other, you’ll start by working on the conceptualization to create your branding strategy, generating value to the client’s brand and relatability to its users and potential audience.
First, start by collecting information using your client’s brief, looking for references that may help develop your project. Review some of Alejandro’s personal references to inspire you with your project.
Then, define the key words you need to start building your concepts to develop your brand.
See which concepts best fit your project’s end-goal, working on graphic elements such as the logo, color palette, use of images, typographies, and applications to establish your concept and graphic outcome for the project.
Finalize the course by giving the final touches to your project and create the mock-ups of your designs to present to your client.
Recommended software & tools for this course
What is this course's project?
Develop a mediterranean restaurant’s visual branding concept alongside Alejandro, using conceptualization as the focal point of the project.
Projects by course students
Who is this online course for?
This course is for designers and creatives that want to put conceptualization and strategy at the forefront of their branding design and strategy.
Requirements and materials
To take this course, it’s important to know how to use Adobe Illustrator and Photoshop, as well as a passion for creativity and design. As for materials, you’ll need a computer with both software.
Reviews
- 2 months ago
Un excelente curso para empezar con este mundo, te abre la mente y te ayuda a conceptualizar mejor y resolver problemáticas a la hora de hacer logotipos.
- 2 months ago
Muy bueno
- 2 months ago
Muy buen curso, abrio mimente y me dio luces, gracias.
- 3 months ago
A highly recommended course for its cohesive structure and effortless clear explanation of concepts and process. A real world example and an experienced author presenting the essence of a fruitful process. Thank you for sharing.
- 3 months ago
Fue algo interesante, si lo recomendaría
With a career that includes winning awards at the Latin American Design Awards for three consecutive years, Alejandro has shared his vision of design in conferences and workshops at institutions such as Tec de Monterrey and the University of Lima.
His comprehensive and empirical approach to design, based on years of experience, has positioned him as a benchmark in the creative industry.
Content
- U1
Introduction
- Presentation
- Influences
- What will we do in the course?
- U2
Branding and conceptualization
- Branding
- The importance of the concept
- Conceptualization techniques or methods
- U3
Observation
- Commission and brief
- Strategy and narrative
- Less Software more Concept
- U4
Conceptual Identity
- Jung archetypes
- Voice, tone and style
- U5
From concept to design
- Typographic, primary and secondary selection
- Logo Suite
- U6
End of project
- Brand identity
- Client approval and project delivery
- FP
Final project
- Principles of Concepting and Branding
What to expect from a Domestika course
Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
Certificates
PLUSIf you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.
Get front-row seats
Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.
Share knowledge and ideas
Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
Connect with a global creative community
The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.
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FAQs
Strategic branding is the process of defining, conceptualizing, and communicating a brand’s identity using professional methods. It’s applied in creative projects to differentiate brands, build memorable experiences, and create emotional connections with the target audience.
Yes, this course is designed for people with intermediate graphic design skills or related fields who want to deepen their understanding of conceptualizing, developing, and presenting professional branding projects.
You’ll learn techniques for conceptualization, visual identity development, naming creation, brief preparation, mood boards, SWOT analysis, mapping, presentation strategies, and adapting brands across different platforms.
It’s recommended to have basic or intermediate knowledge of graphic design and visual communication to get the most out of this course.
The course teaches you how to find clients on platforms like Behance, structure professional presentations, and build a strong image to attract and retain clients in the creative industry.
You’ll be able to conceptualize and develop branding projects for restaurants, startups, products, and services, as well as rebrand and build strong, adaptable visual identities.
The course covers everything from conceptualizing and analyzing briefs to creating visual identities, naming, developing graphic systems, and professionally presenting branding projects.