BRANDING MASTERCLASSES

CHAPTER 1 – PURPOSE

Designing with purpose built-in, not tacked on

Masterclass by Matthew Jones, Accept & Proceed

From being B Corp certified to donating 1% of their profit to 1% For The Planet, Accept & Proceed is a creative studio that has purpose built right at its very core. But does being purpose driven truly benefit brands and businesses alike? Creative Director Matthew Jones will discuss the importance of building purpose from the very core of your brand through to how you bring it to life for your consumers. From branding the UK’s first data rights agency AWO of Cambridge Analytica fame to developing Nike’s global Houses of Innovation, Matthew will discuss how creating for change and not just for purpose’s sake can truly elevate your brand, and how you can find yours.

- About Matthew and Accept & Proceed

- Designing with Purpose: What does it really mean to have a brand purpose

- Triangulate Method: How to run strategic workshops with clients to come-up with breakthrough ideas

- Case Study: Nike House of Innovation

- Living Business Plan: How to make a great studio above and beyond just money

CHAPTER 2 - TYPE DESIGN

Type in Branding

Masterclass by Bianca Berning, Dalton Maag

Why are typefaces such a valuable brand asset? Dalton Maag creates type for branding, retail, and corporate clients that perform beautifully across print and digital environments. Exploring our emotional reaction to type, Bianca Berning will take us through a interactive masterclass to demonstrate how they connect the dots between type and branding.

- About Bianca and Dalton Maag

- How to leverage custom fonts to build your brand recognition

- What you you need to know if you want to invest into type and typography

- Case Study: Nokia

- How type affects emotions and how to use it effectively

CHAPTER 3 - COPYWRITING

What's your story?

Masterclass by Rob Self-Pierson, Verb

Join Rob Self-Pierson as he reveals how to create and tell a story that moves your audience and inspires deeper connections. In this fast-paced, hands-on workshop, Rob will share how the most successful storytellers—from Hemingway to Honda—win attention, provoke emotion and leave people wanting more. Prepare for a steep dive into character, conflict, action and transformation.

- About Rob and his journey

- What’s a brand story and why should people care about it?

- How to create a brand story in 4 steps

- How to bring stories to life

CHAPTER 4 - MOTION BRANDING

Masterclass from Ben Langsfeld and Marla Moore, BUCK

With the growing need for brand expression across myriad platforms, BUCK is consistently being asked to provide systemic thinking for illustration, design, and, most importantly, for motion. Our brand work goes beyond the typical touch points of look and feel to structure how brands come to life through movement. Ben and Marla will share how systemic brand thinking can cross cultural boundaries to define the world’s most impactful illustration and motion languages.

- About BUCK

- Why motion is the missing piece

- Teaching clients how to fish

- Put it all in writing

- Case Study: Facebook Toolkit

CHAPTER 5 - CLIENT VS AGENCY

How teams can work together to build stronger brands

Masterclass by Jeremy Lindley, Diageo

Drawing from his 30 years of experience leading design both agency and client side, Jeremy brings to life the fundamentals of building great relationships, pitfalls to avoid and the results that can be delivered. Exploring Diageo’s rich catalogue of brands and award winning work this session dispels the myth of the lone genius creative and demonstrates how to put together dream teams, that ideas come from surprising sources, how to collaborate with humility and the tenacity needed to get to the best outcome.

- About Diageo

- Myths About Design & Relationships

- How Diageo selects creative agencies to work with

- Building Business Relationships Model

- Case Study: Tanqueray

CHAPTER 6 - BRANDING IN UX

Studio Output: Branding with character

Masterclass by Johanna Drewe, Studio Output

In a connected world, your brand is whatever your audience is interacting with. Every experience should be powerful, rewarding and memorable - for brands to cut through we believe a focused core idea needs to be supported by a unique personality, woven through any moment in any experience. Johanna will share how she approaches translating branding into digital world and how to think about UX through the brand lens.

- About studio output and their process

- Case study: Pottermore

- Helping brands adapt and thrive

- Case Study: Mixcloud

- What is the future of design

CHAPTER 7 - CREATIVE STRATEGY

How can legacy brands ensure they have a future?

Masterclass by Sean Thomas, Jones Knowles Ritchie (JKR)

Jones Knowles Ritchie has been reigniting some of the world’s most well-known brands for over 30 years. From Budweiser to Burger King, Dunkin’ to Heinz, Snickers to The National Lottery – but how do you ensure these legacy brands stay relevant for today? Executive Creative Director Sean Thomas shares how JKR designs brands that stay true to their core but continually evolve to engage consumers through identity and experience.

- JKR's Philosophy and Approach

- Start with HOW, not WHY

- Case Study: Budweiser – first rebrand

- Case Study: Budweiser – second rebrand

- Case Study: Hippeas

- Case Study: The National Lottery