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Branding

Context
The world is in transition in which power relations as we know them will be radically reversed in the coming period (Rotmans, 2017). Characteristic old values of the system world such as efficiency, effectiveness, return, control and control make way for human values from the world such as trust, space and time.
This is not an idealistic vision, but this is inescapable!
watch: https://www.youtube.com/watch?v=SCGV1tNBoeU TCO
watch: http://www.tcolondon.com
All social sectors in which the systems are more important than the people involved will be overthrown. People will devise and implement alternatives. A movement from below (commons) will initiate a transition that better aligns society and the economy with the needs of people.

Transition, change and tilt
A transition is developing in a wave movement (Rotmans, 2017). First there is a pre-development phase, then comes the tilt phase and finally the transition. The pre-development phase is not gradual but, in an S-curve. Sometimes they go fast and then slow. Long periods of balance are disrupted by short periods of chaos. The chaos disrupts the system. This is a crisis for systems, but for designers it is an opportunity to give direction.
With interventions, designers can quickly achieve results in the tilt phase, but it does not yet lead to a transition. First you have to pry off the system and get it moving. Many experiments are needed to be able to tilt. Once the system starts to tilt, it goes into acceleration and the transition starts automatically. This process has its own dynamic again, which must then be anticipated.

Branding
Branding is a planned process used to build brand awareness and create consumer loyalty (Wheeler, 2018). Branding starts with "a thought" that is going to make a difference. This idea acquires meaning in a particular domain for a client or partner by turning it into a brand concept that generates value. The process of branding is about finding new ways to amaze and involve stakeholders in issues so that they see the value of the brand for the user, industry and society.
In this Minor you will use branding as a process and you will use corresponding research tools such as design thinking, speculative design, prototyping and interventions to involve stakeholders in making research and implement the results of the research in the final outcome of the practice project. The minor is research focused and is related to current debates regarding the world in transition.
Within a chosen subject, you will formulate a research question and indicate why this issue is urgent for you as a designer/artist and for your profession. Subsequently, you will do visual research, literature research and practical research to develop a critical and visionary perspective on the chosen subject. During this project you will also be asked to find a relevant external partner and involve them in the design process.
Central themes include (challenges) scarcity, climate change, demographic changes, longer life and living differently, global power shifts, new connectivity; (domains) health & life science, security & justice, agro & food, maritime & logistics, clean tech, construction & renovation, manufacturing & impact, sharing economy.
All of them large but also extremely relevant themes. You can find them among the 17 Sustainable Development Goals of the United Nations.
https://www.sdgnederland.nl https://www.un.org/development/desa/disabilities/envision2030.html

Leerdoelen

Learning goals
De student is able to:
• To develop a relevant concept, based on the projectbrief, for a product or service where the concept has been translated into an appropriate brand identity and communication campaign.
• Has insight into the research methods of branding and has searched for relevant reference material and has incorporated the insights into the end result. In addition, the student can provide insight into his or her role in the team and position within the minor.
• Has researched the partner and the target group through research and has gathered the knowledge needed to make the design relevant. These insights are applied in the final design of the concept.
• During the final presentation, student clarifies that he/she is able to organize the work process and has sought a balance between inspiring activities (new insights and references) and conditions creating activities (such as technology or elaboration).
• Has strengthened the substantive principles of the concept through practical research and can explain this.
• Has shown a presentation of the implementations of the final practice project in a team context and can explain the work process (visual and verbal), taking into account the audience.
• The student has presented the implementations of the final practice project in an appropriate context that addresses the target group and / or partner.
• During the process, the student asked for feedback from the partner / customer and made the findings transparent.

Ingangseisen

Admission Requirements
HR, WDKA and exchange students are open to apply for a Minor in Commercial Practices at the Willem de Kooning Academy, if they have submitted a motivation letter, a visual digital portfolio and CV in which the interest in the minor is clearly substantiated in line with the student's study programme.

Students are selected by reviewing their competencies based on the assessment of the submitted motivation letter, the portfolio and their CV. If there is a high level of interest for this minor, only a limited number of students can be admitted to assure the quality of the program.

The visual portfolio must show a professional profile that has the potential to develop further within the minor aligned with the student's own major. In addition, we expect the portfolio to support a clear 'artistic' vision on design with visual outcomes.

The student must have a challenging and especially inquisitive artistic attitude, a distinctive professional approach, a visionary approach and must demonstrate visual analytical ability.

In the motivation letter, the student substantiates why they are interested in the specific minor in and with which research questions, related to recent debates they want to enter the minor.

A minor within the Commercial Practices at the Willem de Kooning Academy is only accessible to fourth-year students who will afterwards focus on their graduation and are capable to start positioning themselves in the future professional field.

The student has in any case completed the following programme components and possesses the following qualities:
- Competence assessment level 2
- Choice of modules and major that prepared them for the Minor of their choice
- Clear insight into their own discipline, professional context and current debates related to current affairs
- Mastering skills that are leading in their own area of expertise
- Control of digital media
- Able to contribute to a visionary, social and design driven issue
- Wanting to actively participate in solving a real problem by collaborating with disciplines outside their own area of expertise

Literatuur

Los van het literatuur en film advies, een oproep aan studenten: wees bij met het nieuws, volg daarbij traditionele- en sociale media: wat speelt er zich af in de wereld, politiek, sociaal en cultureel. Bezoek exposities in musea, luister naar muziek en ga naar concerten, bezoek theater, dans en film voorstellingen. Ga naar (kunst)manifestaties toe zoals de Documenta in Kassel of de Biënnale in Venetië of dichterbij zoals bijv. het Rotterdams Internationaal Filmfestival en de Parade. Ga naar lezingen en symposia over het vak en bezoek de verschillende Design Week’s.
Kunst is een belangrijke inspiratiebron en de brandstof voor hart en brein!
Boeken advies:
Problem Solved, Michael Johnsson / The Brand Handbook, Wally Olins / Turning Intelligence into Magic, John Hegarty / Design, the Key Concepts, Catherine McDermott / Designing Design, Kenya Hara / Building Strong Brands, David Aaker/ The Laws of Simplicity, John Maeda The New Guide to Identity, Wally Olins/Living the Brand, Nicholas Ind / Symbol, Angus Hyland / Emotional Branding: The New Paradigm for Connecting Brands to People, Marc Gobé / The Art of Looking Sideways, Alan Fletcher / City Branding: Theory and Cases, Keith Dinnie / Type and Typography, Phil Banes / 100 Ideas that Changed Graphic Design, Steven Heller / Diverse [Z]oo uitgaven
Film advies:
The Visual World of Herbert Matter, Reto Caduff / Art & Copy, Doug Pray / Koolhaas Houselife, Ila Bêka and Louise Lemoine / Ordinary Miracles: The Photo League’s New York, Daniel Allentuck & Nina Rosenblum / The Greatest Movie Ever Sold, Morgan Spurlock / Helvetica, A Film About A Font, Gary Hustwit / Objectified, About industrial design and product design, Gary Hustwit / Urbanized, About the design of cities, Gary Hustwit / Eames: The Architect and the Painter/ Calder Sculpture Of Air, Francis Levy-Kuentz / Ai Wei Wei: Never Sorry, Alison Klayman / De Stijl van het Stedelijk, Lex Reitsma / Milton Glaser: To Inform and Delight, Wendy Keys / Tomorrow’s Another Day, Roy Andersson / Visual Acoustics: The Modernism of Julius Shulman, Eric Bricker / The Philosopher Kings, Patrick Shen

Toetsing

De modulen van deze minor worden op verschillende manieren getoetst: schriftelijke tentamens, verslagen, presentaties en mondelinge assessments.