Best seller

Branding and Identity: Construction and Development of a Brand

A course by Saffron
Brand Consultancy. Madrid, Spain.
Joined July 2015
, Brand Consultancy

Capture the essence of a brand, from the initial concept to the visual design and application

  • Best seller Spanish with subtitles in English
  • 93% positive reviews (654)
  • 11327 students

Capture the essence of a brand, from the initial concept to the visual design and application

Spanish with subtitles in English
  • 93% positive reviews (654)
  • 11327 students
  • 13 lessons (2h 19m)
  • 1 additional resource (1 file)
  • Online and at your own pace
  • Available on the app
  • Audio: Spanish
  • Spanish, English, Portuguese
  • Level: Beginner
  • Unlimited access forever

Every aspect of a brand's image is essentially a promise to the customer that guarantees an experience. Saffron, one of the top branding and visual-identity consultancies in the world, firmly stands by this philosophy with its holistic, customer-driven approach.

In this course, learn to define a brand's DNA and revolutionize its visual identity by applying Saffron's creative process, using the mobile service provider Tuenti as a model of brand repositioning in the era of digital transformation.

What will you learn in this online course?

Course table of contents

  • U1
    U1. Hello
  • U2
    U2. Defining the DNA
  • U3
    U3. Visual identity
  • U4
    U4. And beyond
  • FP
    FP Final project
View details

Start by getting to know the founder and CEO of Saffron, Jacob Benbunan, as he gives you an overview of the company's history, its mission, and its role in the contemporary world of branding.

Next, Chief Client Officer Luz Erhardt walks you through the different types of briefs Saffron receives and how the company approaches each kind of project.

After this introduction, discover different ways to define a brand's DNA, using Tuenti as a case study. To better understand the unique challenges that each client's project poses, follow Senior Consultant Miren Martínez as she reveals the secrets to discovering the best upcoming market opportunities for a brand and all the factors involved in conveying a company's repositioning.

Chief Creative Officer Gabor Schreier then teaches you how to come up with a concept and bring a brand to life through its visual identity.

Join Creative Director Roberto Verona and Lead Designer Óscar García to learn different approaches to the design phase, various options to consider during the creative process, and how to make a final selection.

Familiarize yourself with the final documentation presented to the client once the foundation of the brand has been established and learn how to structure it so that its contents come to life in a tangible way.

To wrap up, Gabor Schreier delves into the role of a graphic designer as well as new trends in the field, while Jacob Benbunan gives you some final insights into branding during the modern-day era of digital transformation.

What is this course's project?

Choose your own adventure—either define the brand DNA for a fictitious mobile service provider or explore different options for its visual identity, focusing on either brand strategy or brand design. Regardless of the option you choose, the key is to identify what makes a brand unique and convey its identity coherently.

Projects by course students

Who is this online course for?

Anyone who wants to explore the world of branding beyond mere naming and logo creation by delving into the strategic or visual aspects of the process.

Requirements and materials

All you need is paper and a pencil, a computer, and a desire to learn.


11327 Students
654 Reviews
93% Positive ratings
  • More reviews


A course by Saffron

Teacher Plus
Brand Consultancy

Saffron Brand Consultants is an independent, international brand consultancy specialized in brand creation and management with a holistic approach that strikes a balance between strategic and psychological analysis.

Founded in 2001 by Jacob Benbunan and Wally Olins (1930-2014), Saffron provides consulting services for companies, institutions, and regional organizations, devising business strategies and visual identities. Saffron has come up with brand strategies and designs for renowned Spanish companies such as Vueling, Panda, BQ, Tuenti, Cepsa, Volotea, EVO, and Worten. The consultancy has also gone global, working for big-name international clients like C&A, Tiger, Turkcell, Belgacom, YouTube, AkzoNobel, Ripley, Belcorp, Baker McKenzie, Swiss Re, and Fujitsu, among others.

With offices in Madrid, London, Mumbai, Vienna, Istanbul, New York, and Miami, as well as strategic alliances in Dubai, Lima, Bogotá, and Santiago de Chile, this branding powerhouse has undoubtedly taken the world by storm with its innovative, multifaceted approach.


  • U1


    • Welcome to Saffron
    • Project types
  • U2

    Defining the DNA

    • Tuenti
    • Immersion
    • The soul of Tuenti
  • U3

    Visual identity

    • Conceptualization
    • Design routes 1
    • Design routes 2
    • Visual system
    • Documentation
    • Experience
  • U4

    And beyond

    • Laity
    • Looking to the future
  • FP

    Final project

    • Branding and Identity: Building and developing a brand

What to expect from a Domestika course

  • 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.

  • Learn from the best professionals

    Learn valuable methods and techniques explained by top experts in the creative sector.

  • Meet expert teachers

    Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

  • Certificates

    If you're a Plus or PRO member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.

  • 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.

  • 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.

  • Connect with a global creative community

    The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

  • Watch professionally produced courses

    Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.


Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.

All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

You can redeem the course you received by accessing the redeeming page and entering your gift code.

If you're a Plus or PRO member, when you complete a course you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates
Branding and Identity: Construction and Development of a Brand. Design, Marketing, and Business course by Saffron Best seller

Branding and Identity: Construction and Development of a Brand

A course by Saffron
Brand Consultancy. Madrid, Spain.
Joined July 2015
  • 93% positive reviews (654)
  • 11327 students