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Strategic Branding Identity and Brand Experience Short Course

Course description

This course uniquely combines design & marketing expert information and aims to give you an insight, and hands-on practical experience of the whole process of brandingfrom strategic brand positioning and articulation to brand identity creation, brand expression and brand experience.

Strong strategic thinking turns good designers into great designers. As designers, we need to be strategic thinkers not only for our clients benefit, but also to earn and keep a place at the top table of our design sector when advising clients.

Course Outcomes:

This course aims to give students an insight into the whole process of branding, from strategic brand positioning and articulation to brand identity creation, graphic branding, brand expression and brand experience. This course will arm students with a set of strategic principles and brand design knowledge that they can apply to just about any branding project, for companies or institutions of any size.

By the end of this course you will:

Acquire a clear understanding about the strategic principles in branding

Have a good knowledge of the brand identity design process

Be better equipped to create, express, communicate your own brand and engage audiences.)

Who should take this course:

This course is ideally suited for anyone interested in branding and communication: graphic design students, graduates, creatives (junior level) in the design industry, business owners, start-ups or (junior level) marketing students. Anyone wanting to create a brand, and plan its strategic positioning, brand identity, expression and experience.

Level: Beginners

Entry requirements: Basic Mac skills and basic working knowledge of either Adobe Illustrator, Photoshop or InDesign are essential. Drawing skills are useful, but not essential.

Please note: This course is for students aged 18 and older

Clear, easy to understand lessons:

  • Our tutors will explain things in easy to understand, accessible English. If they need to use any special terminology they will make sure they explain what they mean.
  • New methods will be shown to students through live demonstrations, in a way thats crystal clear and easy to understand.
  • Experience life on campus
  • Network and share ideas with students from across the globe
  • Access the technology and materials relevant to your discipline
  • Shop in our college shops for any materials you might need
  • Ask questions of your tutor in real time
  • Receive feedback and critique on your assignments
  • Experience the many sights of London on your down time

A certificate of completion:

  • You've put the work in so we want to make sure you have something to show for it!
  • As long as you attend a minimum of 80% of your classes, we will provide you with a certificate of attendance.
  • We always recommend you attend all of the classes so that you get the most out of the experience!
  • Certificates are great to compliment your cv.

Available dates

If no dates are showing then please sign up to our mailing list to find out about upcoming dates and new course developments.


Topics covered:

The course will combine a series of short lectures, mini-workshops, hands-on demonstrations and exercises to highlight key aspects, alongside the running of one creative brief taken through all design stages. All taking place in a supportive environment with tutor/peer feedback and critiques.

• The fundamentals of branding strategy & design

• Brand positioning, brand purpose, brand personality, brand essence.

• The process of brand identity creation : from initial ideas to cross-media final applications

• Brand naming, brand language, tone of voice

• Brand identity: logo design, basic brand identity elements, (typography, colour, form).

• Adaptive and dynamic brand identity systems

• Brand expression: brand touch-points, media (digital, print, physical), basic principles behind UI/UX

• Basic principles behind digital / social media branding

• Brand story-telling and messages, verbal branding

• Brand experience: customer journey, branded environments

• Audience engagement: social media, marketing and advertising campaigns

• Brand management: brand guidelines, brand management (introductory)


Please bring with you to the first session:

• Pen • Pencil • Eraser • A4 (or A3) note pad or sketchbook.

Useful: black fine-liner pen

IMPORTANT - Adobe ID Login for Short Course Students

Students will need to create an account with Adobe (unless you already have one) in order to access the Adobe suite at the college – instructions are included below. You will need to use a personal email address to create this. If you already have an account with Adobe, please make sure you bring your login details with you on the first day of the course.

Please note:

  • Creating an Adobe account is free.
  • The software will only be accessible when logged into a UAL networked computer
  • The same account can be used outside of the University, but software will only be accessible through a personal paid subscription that students will need to set up independently
  • You can still create an account on the day but doing this beforehand will save time and avoid delays to the start of the class.
  • If you already have an Adobe ID/ subscription you can use this on your short course rather than setting up a new account.

To create an account students will need to:

  • Go to
  • Meet the Tutor:

    Behind every successful brand, there is usually a well-defined, coherent strategy. In all reputable branding agencies, before a brand identity is created, and before any work begins on designing the brand expressions and envisioning the brand experience, strategic thinking analyses and defines all aspects of the brand: its proposition (what), its purpose (why), its brand positioning (where and how), and its brand personality and values (who). It is this intellectual foundation that governs the creation of an effective and relevant brand.

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