Short course
Designing for Fast Moving Consumer Goods Short Course
Course description
Course overview
Taught through a combination of lectures, case studies, practical workshops and group critiques, this course explores how creative ideas are developed into integrated campaigns across retail, digital and social channels.
Using examples from contemporary brands and real industry projects, you will learn how campaign key visuals are created, refined and adapted across multiple touchpoints to create consistent and engaging brand experiences. The course introduces the creative thinking, visual development and decision-making processes used by art directors and designers working in commercial environments.
Working from an existing brand, you will develop your own campaign concept and build a multi-touchpoint campaign system, supported by feedback from both the tutor and your peers throughout the course. Through discussion, collaboration and practical project work, you will gain insight into how campaigns move from initial idea to final rollout.
By the end of the course, you will have developed a professionally presented campaign case study suitable for portfolio development, while gaining a stronger understanding of contemporary campaign design and creative direction.
To get the most from the course, students should expect to spend approximately 3–5 hours per week outside of class developing their project and preparing for feedback sessions.
Who this course is for
This course is aimed at designers, aspiring art directors, creatives and career changers who want to learn how campaign ideas are developed and adapted across retail, digital and social channels.
It is particularly suitable for graphic designers, brand designers, content creators and junior creatives looking to strengthen their skills in campaign design, creative direction and visual storytelling.
A basic understanding of design and visual communication is recommended. This course focuses on creative thinking and campaign development rather than software training.
Level: beginner to intermediate
Key information
Topics covered
- Campaign concept development and creative thinking
- Designing and refining campaign key visuals
- Adapting campaigns across retail activation, digital and social channels
- Creative direction, visual storytelling and presentation techniques
- Developing and presenting a multi-touchpoint campaign project
Learning outcomes
- Identify the key stages involved in developing a campaign from initial concept to multi-channel rollout
- Analyse how campaign key visuals are adapted across retail, digital and social touchpoints
- Develop a campaign concept in response to a commercial brief
- Apply visual storytelling, hierarchy and creative direction principles to campaign design
- Present and explain creative decisions using industry-relevant methods and terminology
- Digital badge and certificate of attendance
Materials
- A laptop with your preferred design software installed (Adobe Creative Suite, Figma or equivalent)
- A notebook and pen for notetaking and idea development
- Access to a cloud storage platform or USB drive for saving and presenting work
Recommended:
- Existing portfolio projects or creative work for discussion and feedback
Tutor
Jose Luengo
Jose Luengo is a London-based Senior Art Director with over 17 years’ experience working across FMCG, packaging and integrated campaigns for major brands. His work spans concept development through to execution across retail, digital and brand environments.
Alongside his industry practice, Jose holds a Master’s degree in Education and has experience delivering workshops and teaching across adult learning and university settings. His approach focuses on practical, industry-led learning, helping students develop strong ideas and translate them into clear, effective visual outcomes.
Jose is particularly interested in supporting learners in building confidence, improving their creative thinking and understanding how design operates in real-world contexts.
Book a course
Loading