LABASAD launches its Online Master in Brand Design

At LABASAD, Barcelona School of Arts & Design, everyone is committed to cultivating creativity. Through their many masters courses in design, the 100% online school has been educating and shaping the next generation of designers. To help sculpt careers even further, they’ve now launched their Online Master in Brand Design, a holistic one-year programme that dissects both the macro and micro nuances of designing for contemporary brands today. Before it dives into the details, the programme takes a step back and looks at the bigger picture – the expansive history of branding – and then digs into the specific modules that develop key skill sets, leaving all students ready to jump into the industry. 

“The programme covers the full spectrum of brand design, from the historical and psychological foundations to the latest research methodologies, strategic positioning, creative execution and launch planning. By combining strong theoretical grounding with hands-on practical training across a range of disciplines like typography, illustration, packaging design and presentation skills, the programme equips students with an unparalleled level of expertise,” says Storm Wiggett, Director of the master’s programme.

The programme’s deep, rigorous and comprehensive approach sets it apart from other online courses focusing on a single discipline or sharpening a particular skill set, such as graphic or UX design. This panoptic perspective is true of all of LABASAD’s programmes, which harnesses the best advantages of online learning – their programmes are flexible, allowing students from all across the world to join in and connect. So far, the school has helped students from Spain, the UK, Germany, Mexico, and Belgium, among others, to take the big leap into their careers. All classes are recorded, which means students can freely access the content if they’ve missed a class, or dip back in for a quick refresh. To add to this, programmes are limited to 25 students, ensuring every student gets quality time with and feedback from the instructor.

The very first step for Storm, as the Director of the master’s programme, was to design a curriculum that could do more than give students a one-dimensional understanding of branding. “We began by conducting an in-depth analysis of the current brand design landscape. This involved researching industry trends, identifying common skill gaps, and closely examining the evolving needs of modern brands and consumers,” says Storm. “We spoke with experienced brand strategists, creative directors and packaging designers to gain first-hand insights into the core competencies that are most critical for success.”

Each module in the programme informs the one that comes after. As Storm explains, the first module lays the groundwork by exploring brand history, psychology and behavioural science, providing students with a deep understanding of how brands connect with people on an emotional and cognitive level. “This knowledge then directly informs the second module’s focus on brand strategy, research methodologies and positioning.” It was also important for the team to strike the right balance between breadth and depth. “While covering a wide range of brand design disciplines – from typography and illustration to packaging and launch planning – we allocate significant time and resources to mastering the core creative skills that are essential for elevating brand identities.”

To help bring the programme to life, LABASAD went looking for the perfect teachers who could not only unpack the theory, but also leverage their industry experience to fuel an application-based approach and make the study material more relatable. The work was complete when it assembled an A-team of instructors – Haldon Burns, an independent creative powerhouse with 32 years of expertise in brand positioning, naming and copywriting will lead brand psychology and strategy; Dr Jaqui Hiltermann, a PhD-level expert in human geography and cultural studies, will decode research methodologies; designer and art director Tyrone Beck will teach creative direction; with 20 years of experience, Johan Pieterse will unpack brand design; Cape Town-based MARK Studio’s Founder Frederick Peens will take on packaging design; and Dr. Ron Irwin, a seasoned brand management consultant, will help students unlock their presentation skills and equip them with the knowledge to successfully launch brands into the world.

With the best crew in place and a world-class curriculum, the programme promises to nurture and create industry-ready professionals. But coming into all of this, is there something about working in the world of branding today that aspiring students should know? “The single most important thing students need to understand about brand design today is the need for agility and adaptability. The branding landscape is evolving rapidly, driven by cultural shifts and technological disruption,” Storm offers. “Additionally, students must cultivate comfort with ambiguity and a willingness to challenge convention. Iconic brands of the future will be the ones that boldly redefine the rules, rather than simply following them,” she adds. Ultimately, Storm says, “Successful brand designers are part strategist, part visionary, and part cultural anthropologist. The ability to anticipate change, create distinction and connect with audiences in fresh compelling ways is the hallmark of the most impactful brand work.”

LABASAD’s Online Master in Brand Design launches in November 2024. If you’re itching for more information click the link below.