CT303 65A (F23)

Dynamic Branding

Date & Time: Thursday 6:30 pm – 9:20 pm
Semester: Fall 2023
Professor: Christie Shin
Design Studio: Cynda Media Lab
Program Portfolio: @newcreatives.info (Instagram), Behance
Email: christie_shin@fitnyc.edu
Classroom: D514
Office at FIT: D317 (email to schedule a remote meeting)
Office Hours: Monday 1 to 3, Tuesday 2 to 3, Wednesday 2 to 3
Slack: Please join the class Slack channel. This is the main communication hub.
FIT Help Desk: TechHelp

Course Description

This course introduces the theories, principles, and skills of dynamic brand identity design. The primary focus is on the use of media design to communicate brand messages and personalities. Advanced concepts and techniques such as systemic thinking, fluid identity, data-driven design, and generative design are also discussed.

Student Learning Outcomes
Upon completion of the course, students will be able to:

  1. Create dynamic brand identities that tie in with an overarching brand strategy.
  2. Formulate dynamic branding concepts with a clear focus on screen-based media.
  3. Apply systemic thinking to a dynamic branding system.
  4. Build prototypes for data-driven and generative concepts.
  5. Develop creative solutions collaboratively in a multidisciplinary team to achieve project results.

Brand Redefined:
In teams of three, students will conceptualize and design a new dynamic branding system aimed at enhancing the brand message and elevating the consumer experience.


1. Research & Analysis

  • Target audience
  • Competitors analysis
  • SWOT

2. Brand Profile

  • Core values, mission, and vision.
  • Purpose statement
  • Value proposition
  • Positioning statement
  • Archetype
  • Personality
  • Tone of voice
  • Tagline/slogan

3. Visual Identity System

  • Design principle
  • Primary logo
  • Brand typeface
  • Structure analysis
  • Color
  • Typography
  • Iconography
  • Images & graphics
  • Motion
  • Brand guidelines

4. Applications

  • Environmental graphics and/or signage
  • Environment motion graphics
  • Other applications

1. Presentation 1+ Weekly Progress: Brand Profile: 20 points
2. Presentation 2 + Weekly Progress: Brand Identity System: 20 points
3. Final Presentation + Weekly Progress: 40 points
4. Professionalism, teamwork, and class participation: 20%

A/A-: 90% or above (A- 90-94 points, A 95 points above)
B+/B/B-: 89% – 75% (B+ 89-85 points, B 84-80 points, B- 79-75 points)
C+/C/C-: 74% – 60% (C+ 74-70 points, C 69-65 points, C- 64-60 points)
D: 59% – 51%
F: 50% or below

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

Week 1: 8/31/2023 Thu
1. Course introduction: Syllabus, Slack, Figma setup

2. Lecture
– What is Dynamic Branding?
– Create a Brand Profile Process
– Research 

3. In-class
– Team forming
– Brand selection (3)

4. Homework
[ Initial Research ]
– Desk research (about brand)
– Target audience
– Challenges & opportunities
– On-site report
– Rationale

—— 9/5 Labor Day – College closed ——

Week 2: 9/7/2023 Thu
Research & Analysis

1. Lecture
– Brand Profile 1

2. In-class
– Review

3. Homework
[ Design Research & Analysis ]
– Target audience
– Competitors analysis
[ Brand profile ]
– Core values, mission, and vision.
– Purpose statement
– Value proposition

Week 3: 9/14/2023 Thu
1. Lecture
– Brand Profile 2

2. In-class
– Review

3. Homework
– Positioning statement
– Archetype
– Personality
– Tone of voice
– Tagline/slogan

—— 9/15-17  Rosh Hashanah – College closed ——

Week 4: 9/21/2023 Thu
1. Lecture
– Brand Profile 3

2. In-class
– Review

3. Homework
– Brand profile presentation

—— 9/24-25  Yom Kippur – College closed ——

Week 5: 9/28/2023 Thu
Presentation 1: Brand Profile: 20 points

1. Lecture
– Design principle

3. Homework
– Design principle
– Logo sketches

Week 6: 10/5/2023 Thu
1. Lecture
– Visual Identity

2. In-class
– Review

3. Homework
– Logo development 1

Week 7: 10/12/2023 Thu
1. Lecture
– Visual Design in Branding

2. In-class
– Review

3. Homework
– Logo development 2

Week 8: 10/19/2023 Thu
1. Lecture
– Brand Design System

2. In-class
– Review

3. Homework
– Design System 1

Week 9: 10/26/2023 Thu
1. Lecture
– Brand Design System

2. In-class
– Review

3. Homework
– Design System 2

Week 10: 11/1/2023 Thu
Presentation 2: Brand Identity System

1. Lecture
– Guest Speaker

2. Homework
– Application ideas
– Branding in motion ideas
– Dynamic system

Week 11: 11/9/2023 Thu

Week 12: 11/16/2023 Thu

—— Nov 23 – Nov 26: Thanksgiving Recess – College closed——

Week 13: 11/30/2023 Thu

Week 14: 12/7/2023 Thu
1. In-class
– Presentation Prep

Week 15: 12/14/2023 Thu
Final Presentation: Final Brand Identity System Style guide and applications: 30 points.

Keep and back up all the projects that you have done throughout the semester! You must submit all your projects for the final grade no later than the last day of class (Week 15)

Creative Technology & Design (CT&D) 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 for classes meeting once a week or four classes for classes meeting twice a week will receive a grade of “F.”
  3. The student who arrives 10 minutes after the start of the class will be considered late.
  4. Two 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.

Department Policy on Plagiarism
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.

Use of AI tools
It is permissible to utilize AI tools in your creative process. However, you must identify which AI tool is being used at each stage of the process. You are required to fact-check AI output and avoid stereotyping and bias in your work. Finally, you are responsible for ensuring that the final creation is unique, ownable, and without any copyright issues.

Fact-checking AI output
AI tools are not infallible. They often generate incorrect or misleading information. It is your responsibility to fact-check any AI output before using it in your work. This includes checking the source of the information, evaluating the quality of the information, and considering the context in which the information was generated.

Avoiding stereotyping and bias
AI tools can be trained on data that contains stereotypes and biases. This can lead to AI output that is also biased. It is your responsibility to avoid the potential for bias in AI output. You should also be mindful of your own biases when using AI tools and take steps to mitigate them.

Ensuring the uniqueness and ownership of your work
You are responsible for ensuring that the final creation of your work is unique and ownable. This means that you must not plagiarize the work of others, including submitting works done solely by AI tools without meaningful improvement and input from you.

Penalty for violation
Violation of this policy may result in a grade reduction or suspension from the class.

FIT Student Code of Conduct
Student Disability Services
Academic Honesty and Integrity Policy
FIT’s Course Withdrawal Policy 
Children on campus policy
Academic Advisement Center 
FIT Writing & Speaking Studio
FIT Counseling Services
Academic Skills Tutoring Center
Dean of Students Office
Technical Support for Blackboard with Open SUNY Help Desk

Additional Course Information:
Credits/Hours: 2/3
Grade appeal process: http://www.fitnyc.edu/registrar/grades/appeal.php for more information.
Library Resources: FIT Library Databases
Academic Advisement Center: http://www.fitnyc.edu/academic-advisement/index.php
Technical Requirements: High-speed internet and Adobe CC
Textbooks and Required Materials: Lecture slides will be provided every week after class,