HSOC-212: Brandmatters

The objective of this class is to gain a more thoughtful and critical understanding of a brand, its current trends, social and ethical implications, cultural context, as well as the brand's relationship to our individual and generational identity. We will explore what it means to create purpose-driven brands, grounded in values, culture, and authenticity that connect and create meaning. Students will uncover key insights from various forms of research and analysis to develop brand platforms that will inform and inspire innovative design solutions. Through class discussions, studio visits, field trips and case studies, we will examine how a brand is defined and translated through its various touchpoints. We will work in interdisciplinary teams to develop creative briefs and branding strategies to re-position a brand and communicate compelling and relevant stories using the tools that we have learned over the term.