This foundational module explores brand identity as a strategic, cultural, and creative force. Moving beyond logos and typefaces, it reframes identity as an evolving ecosystem – shaped by philosophy, consumer dynamics, and market shifts. Students will learn how brands communicate values, craft narratives, and maintain relevance across diverse platforms. Through immersive frameworks, cultural critique, and iconic case studies – from Loewe to Bottega Veneta – this module empowers students to lead identity development at the intersection of creativity, commerce, and culture.

This module empowers students to construct visual identities that are not only aesthetically refined but strategically effective. By integrating principles from design history, neuroscience, and cultural semiotics, students learn how to build systems across typography, color, and form that drive recognition, emotional connection, and long-term brand equity. Case studies such as 032c, Acne Studios, and Hermès illustrate how visual identities are crafted, evolved, and applied. Students will leave equipped to create scalable, resonant brand systems that deliver distinction, depth, and commercial impact.

In this module, students will learn how to define, position, and target their brand with clarity and intention. Through case studies including Comme des Garçons, Dover Street Market, Jacquemus, and GANNI, they’ll explore how brands craft cultural relevance, build emotional resonance, and create lasting differentiation in a saturated market. Combining practical frameworks and real-world examples, students will come away equipped to identify their audience, shape perception, and align every brand decision with purposeful, measurable goals.

This module explores how cultural intelligence transforms creative direction into strategic advantage. Students will learn to decode global and local signals, shape compelling narratives, and guide brands through evolving cultural landscapes. From Demna’s upcoming recalibration of Gucci to Loewe’s nuanced approach in China, the course unpacks how leading brands adapt without compromise. Through trend literacy, cultural fluency, and narrative innovation, students will build the tools to craft brands that shape culture and lead with vision, empathy, and cultural clarity.

This module redefines branding through ecosystem thinking, where every product, platform, space, and story contributes to a unified, evolving brand world. Through case studies of pioneers like Stone Island, Coperni, and Moncler, students will learn to design immersive, multi-touchpoint experiences that balance strategy with creativity. The chapter equips them with practical tools to map, build, and expand brand ecosystems that create powerful, interconnected brand experiences.