PMFM

5080

Digital Studio & Branding

Parsons School of Design: Fashion Management

Non-Liberal Arts

Graduate Course

Majors Only

Digital Studio & Branding

Summer 2020

Taught By: Laura Lanteri

Section: B

CRN: 1954

Credits: 3

This studio course, supported by external partners explores the relationship between fashion branding, design, and the role of product necessary to create the commercial aesthetics, function, and value of branded textiles and services in fashion. Teams of students are paired with an external industry partner to address contemporary issues related to branding and explore how to create a brand architecture to generate long term growth for a fashion brand. These include developing functional, on-brand design solutions for .com. Learning how to work closely with the Art Director as part of the Marketing team on defining design principles and guidelines for online. Understanding how to innovate in design for both digital and print. Understanding brand aesthetics and the ability to combine commerciality and creativity and optimization for mobile devices. Editorial/content driven design. Typography and communicative simplistic layouts. Understanding of platform specific user behavior across digital devices. Strong understanding of marketing/brand concepts. Ability to drive a project and liaise with developers and UX. Students will take an integrated approach to branding and the impact branding has on all aspects of the value chain in an organization - design, manufacturing/production, distribution strategies, brand accessibility, the in-store/brand experience, cultural relevance of branding, micro/macro targeting, and communications. The students will be challenged to solve a branding “problem” introduced by either the professor or a partnering organization, which students then research, propose, and prototype solutions to as a response covering human interaction, user-experience, user-interface, e-commerce site design, branding, brand architecture, perception, attitudes, values, unique selling proposition, brand strategy and experience design. In this studio course, we will also explore the various brand/market research methods necessary to test their prototype solutions. Students will also challenge existing brand paradigms through the concept of branding through anti-branding and generating mass market brands through appearing small. Over the course of the semester, students will be supported by course faculty (and experts from the partnering organization) as they seek to contextualize their idea into a well thought-out solution and a corresponding presentation.

College: Parsons School of Design (PS)

Department: Fashion Management (PMFM)

Campus: Online (DL)

Sync Type: N/A

Course Format: Seminar (R)

Max Enrollment: 16

Add/Drop Deadline: May 30, 2020 (Saturday)

Online Withdrawal Deadline: June 28, 2020 (Sunday)

Seats Available: Yes

Status: Closed*

*Status information is updated every five minutes. The status of this course may have changed since the last update. Open seats may have restrictions that will prevent some students from registering. Updated: 2:57am 8/8/2020 EDT

Meeting Info:

Days: Friday

Times: 7:00pm - 10:00pm

Building: Online Course

Date Range: 5/29/2020 - 5/29/2020

Days: Saturday, Sunday

Times: 9:00am - 6:00pm

Building: Online Course

Date Range: 5/30/2020 - 5/31/2020

Days: Friday

Times: 6:00pm - 10:00pm

Building: Online Course

Date Range: 6/5/2020 - 6/26/2020

Days: Saturday

Times: 9:00am - 6:00pm

Building: Online Course

Date Range: 6/27/2020 - 6/27/2020

Digital Studio & Branding

Summer 2020

Taught By: Lynn Simon

Section: A

CRN: 1953

Credits: 3

This studio course, supported by external partners explores the relationship between fashion branding, design, and the role of product necessary to create the commercial aesthetics, function, and value of branded textiles and services in fashion. Teams of students are paired with an external industry partner to address contemporary issues related to branding and explore how to create a brand architecture to generate long term growth for a fashion brand. These include developing functional, on-brand design solutions for .com. Learning how to work closely with the Art Director as part of the Marketing team on defining design principles and guidelines for online. Understanding how to innovate in design for both digital and print. Understanding brand aesthetics and the ability to combine commerciality and creativity and optimization for mobile devices. Editorial/content driven design. Typography and communicative simplistic layouts. Understanding of platform specific user behavior across digital devices. Strong understanding of marketing/brand concepts. Ability to drive a project and liaise with developers and UX. Students will take an integrated approach to branding and the impact branding has on all aspects of the value chain in an organization - design, manufacturing/production, distribution strategies, brand accessibility, the in-store/brand experience, cultural relevance of branding, micro/macro targeting, and communications. The students will be challenged to solve a branding “problem” introduced by either the professor or a partnering organization, which students then research, propose, and prototype solutions to as a response covering human interaction, user-experience, user-interface, e-commerce site design, branding, brand architecture, perception, attitudes, values, unique selling proposition, brand strategy and experience design. In this studio course, we will also explore the various brand/market research methods necessary to test their prototype solutions. Students will also challenge existing brand paradigms through the concept of branding through anti-branding and generating mass market brands through appearing small. Over the course of the semester, students will be supported by course faculty (and experts from the partnering organization) as they seek to contextualize their idea into a well thought-out solution and a corresponding presentation.

College: Parsons School of Design (PS)

Department: Fashion Management (PMFM)

Campus: Online (DL)

Sync Type: N/A

Course Format: Seminar (R)

Max Enrollment: 16

Add/Drop Deadline: May 30, 2020 (Saturday)

Online Withdrawal Deadline: June 28, 2020 (Sunday)

Seats Available: No

Status: Closed*

*Status information is updated every five minutes. The status of this course may have changed since the last update. Open seats may have restrictions that will prevent some students from registering. Updated: 2:57am 8/8/2020 EDT

Meeting Info:

Days: Friday

Times: 7:00pm - 10:00pm

Building: Online Course

Date Range: 5/29/2020 - 5/29/2020

Days: Saturday, Sunday

Times: 9:00am - 6:00pm

Building: Online Course

Date Range: 5/30/2020 - 5/31/2020

Days: Friday

Times: 6:00pm - 10:00pm

Building: Online Course

Date Range: 6/5/2020 - 6/26/2020

Days: Saturday

Times: 9:00am - 6:00pm

Building: Online Course

Date Range: 6/27/2020 - 6/27/2020