Principles of Concepting and Branding

A course by HUMAN
Branding and packaging studio. Ciudad de México, Mexico.
On Domestika since 07/24/2019
, Branding and packaging studio

Learn how to generate brand value through a solid concept and a striking visual identity

  • Spanish with subtitles in English
  • 100% Positive reviews (47)
  • 1469 students
Principles of Concepting and Branding

Learn how to generate brand value through a solid concept and a striking visual identity


Spanish with subtitles in English
  • 100% Positive reviews (47)
  • 1469 students
  • Online and at your own pace
  • Audio: Spanish
  • Level: Beginner
  • 15 Lessons (1h 39m)
  • Available from the app
  • Spanish, English, Portuguese, German
  • Unlimited access forever


An effective branding project must focus on both the design as well as the initial investigation to the ideation and conceptualization. Alejandro Flores—founder and creative director of the design studio Human—focuses on creating memorable brand identities that go beyond the simple idea of creating a “pretty logo”, but rather a strategic solution to the challenges a brand faces.

In this course, you’ll learn how to conceptualize and plan your branding projects to give them more objective and functional values, using Human’s methodology.

About this course

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. Branding and conceptualization
  • U3
    U3. Observation
  • U4
    U4. Conceptual Identity
  • U5
    U5. From concept to design
  • U6
    U6. End of project
  • FP
    FP Final project
View details

Start by getting to know Alejandro, his career and most significant projects. Discover some of his direct and indirect sources of inspiration in design.

Whether it’s a personal branding project, or one for the food industry, personal care, packaging, or other, you’ll start by working on the conceptualization to create your branding strategy, generating value to the client’s brand and relatability to its users and potential audience.

First, start by collecting information using your client’s brief, looking for references that may help develop your project. Review some of Alejandro’s personal references to inspire you with your project.

Then, define the key words you need to start building your concepts to develop your brand.

See which concepts best fit your project’s end-goal, working on graphic elements such as the logo, color palette, use of images, typographies, and applications to establish your concept and graphic outcome for the project.

Finalize the course by giving the final touches to your project and create the mock-ups of your designs to present to your client.

What is this course's project?

Develop a mediterranean restaurant’s visual branding concept alongside Alejandro, using conceptualization as the focal point of the project.

Who is it for?

This course is for designers and creatives that want to put conceptualization and strategy at the forefront of their branding design and strategy.

What you need

To take this course, it’s important to know how to use Adobe Illustrator and Photoshop, as well as a passion for creativity and design. As for materials, you’ll need a computer with both software.


Reviews

1469 Students
47 Reviews
100% Positive ratings

HUMAN

A course by HUMAN

TeacherPro
Branding and packaging studio

Alejandro Flores is the founder and director of Human, a design studio focused on branding and packaging with a repertoire of clients in over 15 different countries around the world. What started as a desk in his house three years ago on his own, has transformed into a boutique office specializing in strategic design.

His work focuses on helping brands develop an identity that raises their competitive advantage within their markets, building a communication strategy that is centered around their interests and relationships with customers.


Contents

  • U1

    Introduction

    • Presentation
    • Influences
    • What will we do in the course?
  • U2

    Branding and conceptualization

    • Branding
    • The importance of the concept
    • Conceptualization techniques or methods
  • U3

    Observation

    • Commission and brief
    • Strategy and narrative
    • Less Software more Concept
  • U4

    Conceptual Identity

    • Jung archetypes
    • Voice, tone and style
  • U5

    From concept to design

    • Typographic, primary and secondary selection
    • Logo Suite
  • U6

    End of project

    • Brand identity
    • Client approval and project delivery
  • FP

    Final project

    • Principles of Concepting and Branding

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Frequently Asked Questions

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Principles of Concepting and Branding. A Design course by HUMAN

Principles of Concepting and Branding

A course by HUMAN
Branding and packaging studio. Ciudad de México, Mexico.
On Domestika since 07/24/2019
  • 100% Positive reviews (47)
  • 1469 students