From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

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From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

This course is part of Branding: The Creative Journey Specialization

Instructor: Brian Hallett

34,072 already enrolled

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5 modules

Gain insight into a topic and learn the fundamentals.

280 reviews

Beginner level

No prior experience required

Flexible schedule

9 hours to complete

Learn at your own pace

95%

Most learners liked this course

5 modules

Gain insight into a topic and learn the fundamentals.

280 reviews

Beginner level

No prior experience required

Flexible schedule

9 hours to complete

Learn at your own pace

95%

Most learners liked this course

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

5 assignments¹

AI Graded see disclaimer

Taught in English

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This course is part of the Branding: The Creative Journey Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. Many agencies have established methodology, terminology and processes, and oftentimes, have spent decades or even years developing these processes. However, whether you are a freelancer, designer, illustrator, photographer or marketing director, or perhaps a small business owner, you will be looking to develop a simple process to create campaigns for yourself or your client.

In this course I am offering you a methodology which you can easily put into practice. Then, as your needs change and grow, you might decide that you want to incorporate other techniques as well. I hope this course serves as a launchpad for you to go out and win new creative projects as well as make the ones that you are currently working on even better. And most of all, I hope you have FUN! Because remember, if you're not having fun, it's not worth it!

In the first week of the course we will cover the overview of the course itself and the entire process of creating an effective Creative Pitch. We will go in-depth into when the creative process starts and how to communicate Brand Values. Finally, we will examine the language of image-making to understand how images convey a Brand's ¨look and feel¨.

What's included

11 videos2 readings1 assignment2 discussion prompts

11 videos Total 82 minutes

Introduction to the Course and Professor 3 minutes
Purpose of the Creative Pitch: Interview with Maria Haro 9 minutes
Process Overview 2 minutes
The History of Branding Through Images 4 minutes
The Art of Story Branding 7 minutes
Story Branding Through Images and Concepts 7 minutes
Understanding the Language of Image-Making I 10 minutes
Understanding the Language of Image-Making II 12 minutes
Understanding the Language of Image-Making III 8 minutes
Narrative: First Contact with the Client 17 minutes
Optional Portfolio Assignment 3 minutes

2 readings Total 20 minutes

***Important note before starting the course*** 10 minutes
Recommended/Optional: ¨Photographically Speaking¨ 10 minutes

1 assignment Total 30 minutes

Let's Talk About Some Images 30 minutes

2 discussion prompts Total 20 minutes

Understanding the Client's Needs 10 minutes
Optional Portfolio Assignment 10 minutes

In week 2 Brian will explain how to conduct a Brand Personality Analysis, which is what you will use to continue building your creative pitch. You will learn how to distinguish the values of a particular brand and how to develop a Brand Positioning Statement.

What's included

6 videos1 assignment1 discussion prompt

6 videos Total 23 minutes

Intro to the World of Brand Personality Analysis 1 minute
Which is More Important: Brand or Product? 3 minutes
Brand Analysis 3 minutes
The Positioning Statement: Interview with Maria Haro 4 minutes
How to Write a Brand Positioning Statement 2 minutes
Narrative: Talking About the Values of the Brand 11 minutes

1 assignment Total 30 minutes

Testing Your Skills 30 minutes

1 discussion prompt Total 10 minutes

Develop a Brand Personality Analysis for the Client 10 minutes

In week 3 you have the chance to get your creative juices flowing! Brian takes you through the art behind creative advertising and how to use creative advertising to transmit a Brand image and their selling propositions. You will learn how to take your ideas and present them to a client in a cohesive and coherent way as a part of your creative pitch.

What's included

7 videos1 assignment1 discussion prompt

7 videos Total 26 minutes

Introduction to Creative Advertising Concepts 1 minute
What is Creative Advertising? 5 minutes
Examining Ads: Creating Conceptual Advertising (images) 6 minutes
How to Convey the Unique Selling Propositions of the Brand 4 minutes
From Brand to Concept 1 minute
Presenting the Creative Concepts to the Client 3 minutes
Narrative: Presenting the Creative Pitch to the Client 4 minutes

1 assignment Total 30 minutes

Test Your Skills 30 minutes

1 discussion prompt Total 10 minutes

Presenting Strategy and Creative Concepts 10 minutes

In the 4th and final week, you will take your creative concepts and put them into action! You will sit in as Brian interviews various members of a production team and learn what each one's role is, the ways they prepare for a shoot/filming, and the use of mood boards in this process. You will then learn how to make a Production Brief and how to present it to your client. Finally, you will take all you've learned the past 4 weeks and combine it to make your final Creative Pitch Deck.

What's included

10 videos1 assignment1 peer review1 discussion prompt

10 videos Total 37 minutes

From Concept to Production 2 minutes
Defining the Brand Through the Production Team 3 minutes
Production Team Interviews: Creative Director/Graphic Designer Maria Haro 5 minutes
Production Team Interviews: Stylist Isabel Ottino 9 minutes
Production Team Interviews: Art Designer Adrian Tai 8 minutes
Narrative: Presenting the Production Plan to the Client 6 minutes
The Creative Pitch Deck 1 minute
Explaining the Activity: The Campaign Challenge 2 minutes
What Did We Learn? 1 minute
Farewell! 1 minute

1 assignment Total 30 minutes

Test Your Skills 30 minutes

1 peer review Total 60 minutes

The Campaign Challenge: Creative Pitch 60 minutes

1 discussion prompt Total 10 minutes

The Production Brief 10 minutes

What's included

3 videos4 readings1 assignment1 peer review

3 videos Total 9 minutes

Introduction to the From Brand to Image Capstone Project 3 minutes
Instructions for the Capstone Project 4 minutes
From Brand to Image Conclusion 1 minute

4 readings Total 40 minutes

Instructions 10 minutes
20 Actionable Tips to Build a Winning Visual Brand Identity 15 minutes
Six Creative Ways To Brainstorm Ideas 5 minutes
Genius or Process? How Top Creative Directors Come Up With Great Ideas - Nudd, Tim ( 2013) 10 minutes

1 assignment Total 30 minutes

1. From Brand to Image 30 minutes

1 peer review Total 60 minutes

From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories 60 minutes

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Instructor

Instructor ratings

(57 ratings)

Brian Hallett

IE Business School

1 Course 34,072 learners

Offered by

IE Business School

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Reviewed on Apr 10, 2019

Great course, very informative and a lot of fun too!

Reviewed on Dec 18, 2017

Very beneficial course. Apt & to the point content in very less time.

Reviewed on Oct 21, 2020

This is a great course, professor Hallet explains very well every concept in a clear and practical way. Highly recommended

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.