Contemporary Brand Identity: Using Verbal and Visual Branding
Understanding Where Someone ‘Sits’ in a Market
A course by Michael Johnson , Designer and Creative Director
About the video: Understanding Where Someone ‘Sits’ in a Market
Overview
“This lesson introduces the idea of mapping a market, and how you can use it to understand and unpick a sector. You might even discover a huge ‘gap’ that no-one has filled, yet.”
In this video lesson Michael Johnson addresses the topic: Understanding Where Someone ‘Sits’ in a Market, which is part of the Domestika online course: Contemporary Brand Identity: Using Verbal and Visual Branding. Learn how to combine words and design to create a unique brand identity that speaks to multiple audiences.
Partial transcription of the video
“Understanding Where Someone 'Sits' in a Market This lesson is all about understanding where someone sits in a market. I'll introduce you to the idea of mapping and we're gonna use it to unpick markets, look for gaps and think about where brands could go. In a previous lesson I talked about really having to understand the problem before we could search for solutions, so what we're gonna do now is look at how we can understand a market better and we'll use maps to do that. I'm gonna show you a basic technique, but this is fantastically useful. I use this technique all the time, even after 30 ...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Contemporary Brand Identity: Using Verbal and Visual Branding
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Category
Design -
Areas
Art Direction, Branding & Identity, Graphic Design
Michael Johnson
A course by Michael Johnson
Although Michael Johnson began designing typefaces at fifteen, he didn’t pursue a standard design education. Instead, he worked his way across the world, learning all aspects of design, art direction, advertising, and branding for ten years. He then started his own brand consultancy, Johnson Banks in 1992. In three decades, the world-renowned brand consultancy has worked with major brands and institutions such as Mozilla, the University of Cambridge, Acumen, UNICEF, and many more.
Michael is an Honorary Professor at Glasgow School of Art and is a guest speaker at many renowned design events like Typo Berlin and Pecha Kucha. He has won many iconic design prizes, including seven yellow and one black pencil from D&AD. He has also published several books such as Problem Solved, Branding In Five and a Half Steps, and Now Try Something Weirder.
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- 14 lessons (2h 11m)
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- Audio: English
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- Level: Beginner
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