- Thomas Edison said
vision without execution is hallucination.
Here, we're going to learn how we take the big brand idea
and make it real.
Brand deliverables are where the rubber hits the road.
These are the items that the audience holds in their hands,
sees on a screen or comes face to face with on packaging.
The deliverables connect physically, emotionally
and intellectually.
As a design student,
I imagine spending my days designing beautiful posters
and refined art books.
Over the last 30 years, I designed posters
and a more comprehensive range of items,
a client needs for clear communication
to a specific audience.
I still love designing big posters,
but now I see that they must support the message
with a suite of other materials.
An innovative or stunning business card
can be as powerful as a website.
We might consider an email blast, a generic
and practical communication device,
but it can be unexpected and remarkable.
Of course, every project will have
nitty gritty functional issues
and we'll cover many items,
including what item has the most impact.
Do physical business cards matter?
What's the best media to reach an audience?
There is a remarkable scope of possible applications
with brand deliverables.
But don't worry, we'll explore each idea
and item individually.
We're going to learn how to plan an effective rollout
of marketing materials.
We'll look at ways to identify your audience
and what questions to ask,
to understand what you need to communicate.
And we'll even look at posters.
What makes a good one and how to design one.
I'm Sean Adams, for over 30 years,
I worked with some of the world's largest brands
to help create a strong and consistent message.
I'm the chair of graphic design
at ArtCenter College of Design,
including a master's degree in branding.
I am intimately aware of the power of branding
for a business or organization
and how branding as a discipline helps designers.
I created this course to provide you with the information,
to create a compelling
and unique set of marketing materials.
Managing all deliverables enlarges your role
from a logo or website designer to the creative director
on every item the brand engages.
Welcome to this course on brand deliverables.