CT303 601

Dynamic Branding

Professors: C. J. Yeh, Christie Shin
Company website: Cynda Media Lab
Email: chinjuz_yeh@fitnyc.edu
Office at FIT: D317
Office Hours: Mon. 12-1, Wed. 4-5, and Thur. 12-1
FIT Tutoring Center: A608B

Course Description

This course introduces the theories, principles, and skills of dynamic brand identity design. The primary focus is on the use of time, motion, and sound to communicate brand message and personality. Advanced concepts and techniques such as fluid identity, data-driven design, and generative design are also discussed.

Weekly Outline
* Weekly outline is subject to change according to the pedagogical needs.

Mon: 01/27 (w1)

  • Introduction of the course & distribute the syllabus
  • Lecture: What is Dynamic Branding? (Yeh)
  • Project: Brand Redefined
    Each student team (2 to 3 students) will create a new dynamic branding system to elevate the overall experience of the entire consumer journey.
    Brand Style Guide
    – History
    – Brand position statement
    – Brand mantra
    – Brand personality
    – Logo
    – Typography
    – Color pallet
    – Iconography
    – Texture and/or image standards
    – Experiential motion graphics
    – Environmental graphics and/or signage
    – Other applications
  • Lecture: The Four Types of Brand You Will Find at Hudson Yards (Shin)
  • Lecture: Desk Research Methods (Shin)
  • Lecture: Empathy Interview techniques (Yeh)
  • In-Class Workshop:
    – Team forming
    – Select one type of brands to explore on the field trip
    – Desk research and understand the competitive landscape
    – Draft interview questions

Mon: 02/03  (w2)

  • Field Trip: Hudson Yards NYC
  • Homework: Each team will prepare a 10 minutes presentation to introduce 3 brand experiences in the same category and rank them from the best to the worse, The presentation should include a brief intro of the brand, interview summary (minimum 3 interviews per student), and the overall onsite experience with visual aids.

Mon: 02/10 (w3)

  • Presentation: Brand Experiences (one brand will be selected as the subject of rebranding)
  • Lecture/Discussion: What Is a Challenger Brand? (Shin)
  • Lecture/Discussion: Love Is Blind – An Brief Intro to Branding (Yeh)
  • In-class Workshop / Homework Assignment:
    – Draft two (2) brand purpose statement
    – Identify two (2) possible archetype combinations and rationales
    – Analyze three (3) competitor archetypes

Mon: 02/17 (w4)

  • President’s Day, College Closed

Mon: 02/24 (w5)

  • Presentation: Brand IdeaL and Brand Archetypes
  • Lecture/Discussion: Brand Positioning, Brand Mantra, and Brand Personality (Yeh)
  • In-class Workshop / Homework Assignment:
    – Draft brand positioning statement, brand mantra, and brand character

Mon: 03/02 (w6)

  • Lecture/Discussion: The Art of Logo Design (Shin)
  • Team Review: Brand Positioning, Mantra, and Personality
  • In-class Workshop / Homework Assignment:
    – Minimum 20 logo design sketches per student

Mon: 03/09 (w7)

  • Lecture/Discussion: Dynamic Identity System (Yeh)
  • Lecture/Discussion: Principles of Type Paring (Shin)
  • Team Review: Logo Sketches
  • In-class Workshop / Homework Assignment:
    – Logo design advanced draft
    – Brand color pallet and type paring drafts (3)

Mon: 03/16 (w8)

  • School Closed for Remote Teaching Preperations

Mon: 03/23 (w9)

  • Mid-term Presentation: Visual Design Fundamentals: Advanced Logo Design Draft, Color Pallets (3), and Type Pairings (3)
  • In-class Workshop / Homework Assignment:
    – Brand style guide design

Mon: 03/30 (w10)

  • Demo: After Effects (Yeh)
  • Workshop: Brand Style Guide Layout Design (Shin)
  • In-class Workshop / Homework Assignment:
    – Brand style guide design

SPRING BREAK! (April 06 to 10)

Mon: 04/13 (w11)

  • Demo: After Effects (Yeh)
  • Lecture: Sonic Branding, Style Frames, and Animatics (Yeh)
  • Team Review: Brand Style Guide and Storyboard
  • Workshop: Brand Style Guide Layout Design (Shin)
  • In-class Workshop:
    – Brand style guide design
    – Style frames and animatics

Mon: 04/20 (w12)

  • Demo: After Effects (Yeh)
  • Workshop: Brand Style Guide Layout Design (Shin)
  • In-class Workshop:
    – Brand style guide design
    – Style frames and animatics

Mon: 04/27 (w13)

  • Demo: After Effects (Yeh)
  • Workshop: Brand Style Guide Layout Design (Shin)
  • In-class Workshop:
    – Brand style guide design
    – Style frames and animatics

Mon: 05/04 (w14)

  • In-class Workshop:
    – Brand style guide design
    – Mockups for environmental graphics and other applications
    – Experiential motion graphics production

Mon: 05/11 (w15)

  • In-class Workshop:
    – Brand style guide design
    – Experiential motion graphics production
    – Mockups for environmental graphics and other applications

Mon: 05/18 (w16)

  • Final Presentation
  • All project files upload to Google Drive for final grading

Attendance Policy

Attendance is not optional. If you are going to miss a class, you must contact me via email ASAP. Due to the quantity of material covered in the course, I will not be able to spend class time explaining missed assignments or redo lectures. If a class is missed, it is your responsibility to get information regarding missed assignments and lectures from one of your classmates.

  1. Students are required to attend all classes, be on time, and remain for the entire class.
  2. Students who miss three classes will receive a grade of “F.”
  3. The student who arrives 10 minutes after the start of the class will be considered late
  4. 2 late occurrences = one absence
  5. A student who arrives over 30 minutes late or not returning from the break will be considered absent from the class
  6. Working on projects for another class or using digital devices for socializing (texting, social media…etc.) or gaming during class time will be recorded as an absence
  7. An excused absence is still recorded as an absence. The difference is an excused absence won’t impact your grade for professionalism and class participation.


  • Professionalism/teamwork and Class Participation: 35%
  • Presentation and Team Reviews (6): 30%
  • Mid-term Presentation: 15%
  • Final Presentation: 20%
  • (A: 91% or above, B: 90% – 71%, C: 70% – 61%, D: 60% – 51%, F: 50% or below)

Uploading Files for Final Grades

  • CT303 601
    * keep all project and process files and upload before the semester is over for final grading.

Communication Design Pathways Department Policy on Plagiarism

Within the Communication Design Pathways Department, plagiarism and other forms of academic deception are unacceptable. Each instance of plagiarism is distinct. A plagiarism violation is an automatic justification for an “F” on that assignment and/or an “F” for the course. A student found in violation of FIT’s Code of Conduct and deemed to receive an “F” for a course may not withdraw from the course prior to final grade assignments.

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