Design, Multimedia and Visual Communication

Activity type

Scienze umane, sociali, psicologiche ed economiche

SSD

SPS/08

Year

1st year

Semester

2nd semester

CFU

3

Hours distribution

30 laboratory hours

Lecturers

LAURA MINESTRONI

Activity type

Design e comunicazioni multimediali

SSD

ICAR/13

Year

1st year

Semester

2nd semester

CFU

6

Hours distribution

60 classroom hours

Lecturers

Mauro Feliziani

The Integrated Lab consists of a lead module with a theoretical/critical component on the design culture of graphic design and visual communication and an experimental application; and a module that addresses from the side of sociological studies of cultural processes, content forms and dissemination strategies and social and institutional communication. The integrated laboratory aims to provide theoretical/critical and technical tools to enable the student to deal with the design of artifacts and/or systems of complex artifacts in the field of integrated communication of promotional, advertising and popularization type with particular attention to applications in the public, political and social sectors. The workshop aims to offer methodological stimuli and reflections on new techniques of visual communication, provide knowledge on languages, strategic planning and techniques of transmedia graphic communication, in the specific areas of interest. Thus, on the one hand, an overview of the state of the art and perspectives on the most advanced experiments in Social and Disclosure Communication will be offered, and on the other, skills inherent in planning and implementing new projects in the same fields will be provided. At the end of the Lab, the student should have acquired knowledge and understanding, as well as skills to support, from a theoretical-methodological point of view, the fielding of projects of artifacts and/or systems of artifacts in the field of Visual and Graphic Design and specifically in the field of Social and Disclosure Communication. The knowledge acquired will converge and be verified through the creation of one or more communication projects to be developed by the students, from concept to implementation through strategic planning.

Module: BRAND DESIGN
The teaching module aims to provide students with knowledge on the concepts of brand and trademark, brand value, brand identity, brand image and brand personality, knowledge on the relationship between marketing and communication, strategic knowledge in terms of building brand identity, as well as on the development phases of an integrated communication campaign (situational analysis, development of a creative brief, design of a media plan, development of creativity), knowledge on the pluses and minuses and functions of the media that can be used in a communication campaign, skills in developing brand identity, consistently with positioning and communication strategy, independent study skills, teamwork skills, communication skills (oral and written) of the knowledge acquired and any projects developed.



Module: INTEGRATED COMMUNICATION METHODS AND TOOLS
Learning Objectives:
By the end of this course, students will be able to:

• Develop a strong branding concept and name based on strategy and research.

• Design a cohesive visual identity (logo, typography, colors, and assets).

 • Explore brand storytelling, messaging, and customer experience.

• Apply branding principles in a communication campaign across print, digital, and physical touchpoints.

• Present and defend their branding work in a professional setting.

Module: BRAND DESIGN
Students must register on the classroom page
https://classroom.google.com/c/MjMxNDU0MzI1MTRa?cjc=cmwi5kz
cmwi5kz



Module: INTEGRATED COMMUNICATION METHODS AND TOOLS
Required Materials & Tools
• Sketchbook & Pen/Pencil for conceptual development
• Software: Adobe Illustrator, Photoshop, InDesign, Figma (or equivalent design tools)
• Access to a Printer for prototyping and testing physical branding elements

Module: BRAND DESIGN
The teaching module aims to provide students with knowledge on the concepts of brand and trademark, brand value, brand identity, brand image and brand personality, knowledge on the relationship between marketing and communication, strategic knowledge in terms of building brand identity, as well as on the development phases of an integrated communication campaign (situational analysis, development of a creative brief, design of a media plan, development of creativity), knowledge on the pluses and minuses and functions of the media that can be used in a communication campaign, skills in developing brand identity, consistently with positioning and communication strategy, independent study skills, teamwork skills, communication skills (oral and written) of the knowledge acquired and any projects developed.
The lessons of the course are mainly dedicated to these topics:
The brand
Brand and trademark
Brand, advertising, source credibility
The media system: Paid, owned and earned media
Brand associations
Brand identity
Brand elements
Brand Color
Name, logo, symbol, packaging
Creative brief
The target
Brand positioning
Positioning maps - strategic and perceptual
Brand communication
Personality and tone of voice
Consumer insight




Module: INTEGRATED COMMUNICATION METHODS AND TOOLS
Formative curriculum:
This hands-on Branding Lab focuses on the creative and strategic development of brand identities, guiding students through concept ideation, visual identity design, and brand experience creation. Over 12 weeks, students will work on real-world branding challenges, develop a full brand concept, and refine their storytelling and design skills through workshops, critiques, and practical exercises.


Course Structure
Phase 1: Foundations of Branding (Weeks 1-3)
Understanding brand strategy, positioning, and identity design.

• Introduction to branding principles and case studies.
• Visual identity breakdowns: typography, color theory, logo studies.
• Hands-on exercises: Brand archetypes, moodboards, and brand personality development.

Phase 2: Practical Branding & Design (Weeks 4-9)
Developing brand guidelines and visual identity systems.

• Workshops on logo refinement, dynamic identities, and motion branding.
• Exploring brand applications: web, social media, btl materials, atl campaigns (print/out-of-home/radio/tv)
• Experimental branding: Breaking traditional rules to explore new brand expressions.


Phase 3: Final project & Presentation (Weeks 10-12)
Students develop a full brand book, including identity, messaging, and applications.

• Iteration, critique, and refinement of designs. 
• Final presentations to a panel of industry professionals.


Final Exam Deliverables
• Brand Book (logo, typography, colors, messaging, brand applications).
• Brand Pitch Presentation (10-minute concept defense with visuals, including brand launch campaign)

Module: BRAND DESIGN
N/D
Module: INTEGRATED COMMUNICATION METHODS AND TOOLS
N/D

Module: BRAND DESIGN
N/D
Module: INTEGRATED COMMUNICATION METHODS AND TOOLS
N/D

Module: BRAND DESIGN
N/D
Module: INTEGRATED COMMUNICATION METHODS AND TOOLS
Teaching methods:

25% of frontal teaching
75% of workshop time

Module: BRAND DESIGN
Attendance is mandatory.
A maximum of 3 absences are allowed (25% of the entire course). If you exceed this maximum limit, you will be considered non-attending students.

COURSE STARTS ON Wednesday 5 MARCH 2025

Lesson: Wednesday, Room F4
11.00- 13.30 (Minestroni)
14:30 - 19.00 (Feliziani)

Students must enroll in the classroom page of the course before the course starts with this Course-Code:
cmwi5kz



Module: INTEGRATED COMMUNICATION METHODS AND TOOLS
Attendance & Participation Policy
This is a studio class: attendance to at least 75% is mandatory, as stated in the university regulations.
Students are expected to attend all classes in person and engage in discussions and feedback sessions.
Active participation in workshops, critiques and presentations is essential.

Module: BRAND DESIGN
N/D
Module: INTEGRATED COMMUNICATION METHODS AND TOOLS
Assessment & Grading
• Weekly Hands-on Exercises (40%) – Practical branding experiments and workshop outcomes.
• Exam: Final Brand Concept & Presentation (60%)  – Fully developed brand identity system and professional pitch.



NOTE: This module will count for two-thirds (2/3) of the total grade for the exam, which will be held jointly with the theoretical module taught by Prof. Laura Minestroni, accounting for the remaining one-third (1/3) of the grade.


Final Exam Deliverables
• Brand Book (logo, typography, colors, messaging, brand applications).
• Brand Pitch Presentation (10-minute concept defense with visuals, including brand launch campaign)

Module: BRAND DESIGN
N/D
Module: INTEGRATED COMMUNICATION METHODS AND TOOLS
N/D

Module: BRAND DESIGN
N/D
Module: INTEGRATED COMMUNICATION METHODS AND TOOLS
N/D