From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories (Coursera)

There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. Many agencies have established methodology, terminology and processes, and oftentimes, have spent decades or even years developing these processes. However, whether you are a freelancer, designer, illustrator, photographer or marketing director, or perhaps a small business owner, you will be looking to develop a simple process to create campaigns for yourself or your client.

In this course I am offering you a methodology which you can easily put into practice. Then, as your needs change and grow, you might decide that you want to incorporate other techniques as well. I hope this course serves as a launchpad for you to go out and win new creative projects as well as make the ones that you are currently working on even better. And most of all, I hope you have FUN! Because remember, if you’re not having fun, it’s not worth it!

Who is this class for: This course is aimed at anyone from designers, illustrators, marketing executives, small business owners, or anyone interested in developing their creative abilities and learn how to build creative campaigns for themselves or clients. No prior knowledge is required in any creative field…just a passion and hunger for stretching your creative muscles!

Syllabus

WEEK 1

Telling a Brand Story Through Images

In the first week of the course we will cover the overview of the course itself and the entire process of creating an effective Creative Pitch. We will go in-depth into when the creative process starts and how to communicate Brand Values. Finally, we will examine the language of image-making to understand how images convey a Brand’s ¨look and feel¨.

Graded: Let’s Talk About Some Images

WEEK 2

The Brand Analysis

In week 2 Brian will explain how to conduct a Brand Personality Analysis, which is what you will use to continue building your creative pitch. You will learn how to distinguish the values of a particular brand and how to develop a Brand Positioning Statement.

Graded: Testing Your Skills

WEEK 3

Creative Advertising Concepts

In week 3 you have the chance to get your creative juices flowing! Brian takes you through the art behind creative advertising and how to use creative advertising to transmit a Brand image and their selling propositions. You will learn how to take your ideas and present them to a client in a cohesive and coherent way as a part of your creative pitch.

Graded: Test Your Skills

WEEK 4

The Production Plan and the Creative Pitch

In the 4th and final week, you will take your creative concepts and put them into action! You will sit in as Brian interviews various members of a production team and learn what each one’s role is, the ways they prepare for a shoot/filming, and the use of mood boards in this process. You will then learn how to make a Production Brief and how to present it to your client. Finally, you will take all you’ve learned the past 4 weeks and combine it to make your final Creative Pitch Deck.

Graded: Test Your Skills

Graded: The Campaign Challenge: Creative Pitch