CT303 601 Dynamic Branding

Instructors: C. J. Yeh, Christie Shin
Email: chinjuz_yeh@fitnyc.edu christie_shin@fitnyc.edu
Office at FIT: D317

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

The weekly outline is subject to change based on the pedagogical needs.

01/27 | 1/29 (w1)

  • Introduction
  • Lecture: Love is Blind – An Introduction to Branding (Yeh)
  • Project: AND THE CHALLENGER IS _________ (Shin)
    – Research deck
    – Competitor analysis
    – Brand position statement
    – Brand mantra
    – Brand DNA
    – Content Design: Voice, Tone, and Conversation Guideline
    – Visual System: Color, Iconography, Typography, and Grid
    – Brand story
    – Sample executions
  • Lecture: UX, UI, IxD, and Usability (Yeh)
  • Due next class:

Mon: 02/03 (s3)

  • Group Discussion: Research Findings (each team will prepare a short presentation to share 3 to 5 most important UX design flaws and main competitors) (Yeh)
  • Lecture: Research and Competitor Analysis Part II (Yeh)
  • Homework:
    – Complete competitor Analysis

Wed: 02/05 (s4)

  • Group Discussion: each team shares a brief summary of their analysis
  • Lecture/Discussion: Target Segmentation (Yeh)
  • Lecture/Discussion: Empathy Interview Techniques (Yeh)
  • Example: How Research Informed Decisions (Frank)
  • Workshop: Empathy Interview Preparation (Yeh, Frank)
  • Homework: Each student will do at least three empathy interviews and bring result to next class

Mon: 02/10 (s5)

  • Lecture / In-Class Exercise: Capture Finding / Affinity Map (Yeh)
  • Lecture: Proto-Persona (Yeh)
  • In-Class Exercise: Affinity Map, and Proto-Persona(s) Development (Yeh)

Wed: 02/12 (s6)

  • Lecture: Empathy Map, other User Research Techniques and Processes (Yeh)
  • Lecture: Insight Statement (Yeh)
  • In-Class Exercise / Homework: Complete Proto-Persona(s), Empathy Map, and Insight Statement first draft

Tue: 02/18 (s7)

  • Lecture/Discussion: Journey Map, User Stories (Yeh)
  • Lecture/Discussion: Value Proposition and MVP Features (Yeh)
  • In-Class Exercise / Homework: Complete Journey Map, user Stories and MVP features Worksheet (Yeh)

Wed: 02/19 (s8)

  • Lecture/Discussion: Information Architecture, Scenario, and Flow (Yeh)
  • In-class Exercise/Assignment: Each student will develop sitemap, scenario, task flow, and start low-fidelity wireframes. (Yeh)

Mon: 02/24 (s9)

  • Lecture/Discussion: Sketches, wireframes, and Prototypes (Yeh)
  • Review: Sitemap/AppMap, Senerios, Task Flows (Yeh)
  • In-class Exercise: Each student creates low-fidelity wireframes and paper prototype for a particular task (Yeh)
  • Homework: Complete low-fidelity wireframes for at least one task flow.

Wed: 02/26 (10)

  • Lecture/Discussion: Usability Testing Methodologies and Techniques (Yeh, Jordan)
  • Demo: How to Conduct Usability Testing (Jordan)
  • In-class Exercise: Usability testing and record findings ( Jordan)
  • Homework: Usability testings and low-fidelity wireframes refinement/development

Mon: 03/02 (s11)

  • Demo: Adobe XD (Frank)
  • In-class Exercise: Create high-fidelity wireframes and wireflow (Frank)
  • Homework: High-fidelity wireframes and wireflow

Wed: 03/04 (12)

  • Lecture/Discussion: User Interface Design Principles and Best Practices (Yeh)
  • In-class Workshop and Critic: high-fidelity wireframes and wireflows (Frank, Yeh)
  • Homework: high-fidelity wireframes and wireflows

Mon: 03/09 (s13)

  • Lecture/Discussion: Digital Design Workflow and Tools (Jordan)
  • In-class Workshop: UI Design and Create click through prototype (Yeh)

Wed: 03/11 (14)

  • Lecture/Discussion: Micro Interaction (Yeh)
  • In-class Workshop: prepare for final presentation (Yeh)

Mon: 03/16 (15)

  • In-class Workshop: prepare for final presentation (Yeh)

Wed: 03/18 (16)

  • Final Presentation (Yeh, Jordan)

Attendance and Grading:
– This program grading is a pass-fail system
– Attendance and participation report are important factors in determining the completion of this certificate program
– Coming to class 15 minutes after starting time will be considered late
– Two lateness equals one absence
– Three absences will result in an incomplete