Strategy-Based Brand Identity Design
A course by Kevin Craft, Design and Branding Strategist
Learn how to design striking visual identity systems that help brands connect with their target audience through colors, patterns, and typography
“Every strategist has a different set of methods, but ultimately, we all seek the same outcome: learning who our clients are, what targets they have, and how they want to be perceived.”
Branding and design strategist Kevin Craft specializes in designing visual identities that help brands connect with their audience. He has worked for clients around the world from the US to Europe including The North Face, Cisco, and PepsiCo.
In this online course, he teaches you how to establish a strategy for developing powerful brand identities. Learn to create a visual system featuring typography, colors, and more from scratch and pitch it like an expert with Kevin as your guide.
What will you learn in this online course?
15 lessons & 15 downloads
What's included in this course?
Begin the course by getting to know design and brand strategist Kevin Craft. Discover how he turned his childhood love for design into a full-time career, along with the influences that inspire him and the work he creates.
Look at the importance of having a brand strategy and how it impacts your work. Then learn how to do a keyword workshop with your client to establish how they want their brand to be seen. Discover what a brand persona is before deciding on one with your client. Then see how to analyze the competition before putting together the information you’ve gathered so far into a strategy worksheet and creating a mood board for your designs.
Sketch out your logo ideas based on your mood board, then vectorize them in Illustrator. Modify your chosen logo and add the typography to it with your target audience in mind.
Choose a color scheme for your identity with your strategy worksheet as a guide. Kevin then talks you through his process for creating custom patterns before showing you how to choose typography that complements the other areas of your branding.
Bring your brand identity to life by creating mockups in Photoshop. To finish the course, Kevin shows you how to put together a presentation to share with your client to help them understand your design decisions.
- 98% positive reviews (103)
- 3,271 students
- 15 lessons (1h 59m)
- 15 additional resources (6 files)
- Online and at your own pace
- Available on the app
- Audio: English
- English · Spanish · Portuguese · German · French · Italian · Polish · Dutch · Turkish · Romanian · Indonesian
- Level: Beginner
- Unlimited access forever
What is this course's project?
Create a visual identity for a brand of your choice, featuring a logo, color scheme, typography, and pattern design.
Projects by course students
Who is this online course for?
This course is for anyone with an interest in designing strategic brand identities. It’s particularly suited to designers looking to add value to their work.
Requirements and materials
Basic knowledge of typography is required.
In terms of materials, you will need a device with access to Adobe Photoshop and Illustrator.
Reviews
Kevin Craft
A course by Kevin Craft
Kevin Craft is a design and brand strategist from Texas, US. Growing up, he loved comic books and taught himself to use Photoshop to color them in. He knew early on that he wanted to study graphic design and went on to graduate from Savannah College of Art and Design with honors, winning several awards during his time there. After graduating, he worked as an interactive designer for Bergdorf Goodman and as an art director at a number of agencies before starting his own business.
Since then, Kevin has worked with clients all over the world in the United States, Canada, and Europe. His clients come from a range of industries, from skincare to coffee, and include The North Face, Cisco, and Neiman Marcus.
Content
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U1
Introduction
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About Me
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Influences
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U2
Brand Strategy Workshops
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Importance of Brand Strategy
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Keywords Workshop
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Target Persona Workshop
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Competitive Audit Workshop
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Strategy and Mood Board
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U3
Designing
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Sketches
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Vectors
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Editing
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U4
Colors, Patterns, and Typography
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Color Selection
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Patterns
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Typography System
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U5
Finalizing the Brand Identity
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Mock-Ups
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Putting It Together
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FP
Final project
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Strategy-Based Brand Identity Design
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What to expect from a Domestika course
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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.
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Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
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Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
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Certificates
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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.
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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.
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Connect with a global creative community
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Watch professionally produced courses
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FAQs
Yes, this course is designed for intermediate designers who want to deepen their expertise in brand identity, strategy, and creative execution.
You’ll need access to Adobe Photoshop and Illustrator, as well as basic materials for sketching and mood board creation. No advanced equipment is required.
You’ll learn how to develop cohesive brand identities, conduct competitor audits, create mood boards, design logos and patterns, and communicate your design strategy to clients.
Yes, the course teaches you how to analyze competitors, use audit templates, and apply findings to inform your brand strategy and design decisions.
Absolutely. You’ll practice using Photoshop to build realistic mock-ups and visually present your brand identity concepts to clients and stakeholders.
Yes, portfolio reviews and peer critiques are included to help you refine your work and prepare for professional opportunities.
Yes, you’ll learn techniques for facilitating brand strategy workshops, including running keyword and persona exercises collaboratively with clients.
Excellently and clearly delivered. The lessons are clear and helpful.
as im in lesson 7 i can say this is very informative for me
Kevin's course is super easy to follow and his process is extremely clear. He has reasoning behind each of his steps and the simplicity makes brand design very approachable especially for new designers like myself. I've gone through a lot of brand design courses while trying to learn on my own and this one has been one of the most effective and useful!
This course was very essential especially if you're planning to do branding for your clients. The instructor was precise to his knowledge by showing you the nitty gritty on planning and execute for the branding guidlines.
Amazing course! I've been trying to find a course like this so that I can implement the strategy phase in my brand identity service. Everything was well explained, and really good resources. 100% recommended.