Course Title: Formulating Culture Codes and Brand Design for Branding the 21st Century
Invited by Shanghai Normal University, China
Three-week course: November 23 – December 11, 2020
Course Brief
In this course, the students learn the basic concepts of culture code and brand design by studying the Cultural Code Brand Design (CCBD) methodology. The students develop the CCBD research process, design study, proceeding paper, naming, logotype, package design, promotional videos, touchpoint designs, and final presentation.
Week 1: Theoretical Background
Week 2: Design Study Process
Week 3: Study Results
Education Objectives
- To learn the Culture Code and Brand Design (CCBD) Methodology
- To understand the research process
- To learn design thinking for branding
- To understand writing proceedings
- To learn presentation skills
Project Brief
Culture Code Brand Design Strategy for expansion in Singapore for your Chinese snack brand.
Communication objectives include Strategies, naming, logotype, slogan, design assets, package design, videos, and touchpoint designs.
Important: Provided detailed teaching materials for each session.
Course Methodology Preferences:
Albert Young Choi, Brand Design: Communication Design for Branding, Seoul: Mijinsa (2013) ISBN: 978-89-408-0439-1
Albert Young Choi, Culture Code Brand Design Methodology, Seoul: BookLab (2018) ISBN: 979-11-6299-255-5
Final CCBD Results
I had a wonderful time teaching these bright 15 Chinese students, and I was proud to do it. They learned CCBD, a new design methodology, and the pedagogy of understanding branding through culture. They were terrific and worked very hard like professionals, even better than professionals. I wish them a brighter future. We will continue to keep in touch as mentors and mentees.
The promotional video consists of 1-minute and 15-second videos as follows:
1-minute Promotional Video
15-second Promotional Video
Important Note: This CCBD course is an exclusive pedagogy method by Albert Young Choi, Ph.D. All teaching materials are copyrighted and authored by Albert Young Choi. You must not copy or duplicate teaching materials and techniques without permission from the author.
