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

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

Access provided by Ceibal

34,294 already enrolled

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

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

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.

Learn new concepts from industry experts
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 videosTotal 82 minutes

Introduction to the Course and Professor3 minutes
Purpose of the Creative Pitch: Interview with Maria Haro9 minutes
Process Overview2 minutes
The History of Branding Through Images4 minutes
The Art of Story Branding7 minutes
Story Branding Through Images and Concepts7 minutes
Understanding the Language of Image-Making I10 minutes
Understanding the Language of Image-Making II12 minutes
Understanding the Language of Image-Making III8 minutes
Narrative: First Contact with the Client17 minutes
Optional Portfolio Assignment3 minutes

2 readingsTotal 20 minutes

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

1 assignmentTotal 30 minutes

Let's Talk About Some Images30 minutes

2 discussion promptsTotal 20 minutes

Understanding the Client's Needs10 minutes
Optional Portfolio Assignment10 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 videosTotal 23 minutes

Intro to the World of Brand Personality Analysis1 minute
Which is More Important: Brand or Product?3 minutes
Brand Analysis3 minutes
The Positioning Statement: Interview with Maria Haro4 minutes
How to Write a Brand Positioning Statement2 minutes
Narrative: Talking About the Values of the Brand11 minutes

1 assignmentTotal 30 minutes

Testing Your Skills30 minutes

1 discussion promptTotal 10 minutes

Develop a Brand Personality Analysis for the Client10 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 videosTotal 26 minutes

Introduction to Creative Advertising Concepts1 minute
What is Creative Advertising?5 minutes
Examining Ads: Creating Conceptual Advertising (images)6 minutes
How to Convey the Unique Selling Propositions of the Brand4 minutes
From Brand to Concept1 minute
Presenting the Creative Concepts to the Client3 minutes
Narrative: Presenting the Creative Pitch to the Client4 minutes

1 assignmentTotal 30 minutes

Test Your Skills30 minutes

1 discussion promptTotal 10 minutes

Presenting Strategy and Creative Concepts10 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 videosTotal 37 minutes

From Concept to Production2 minutes
Defining the Brand Through the Production Team3 minutes
Production Team Interviews: Creative Director/Graphic Designer Maria Haro5 minutes
Production Team Interviews: Stylist Isabel Ottino9 minutes
Production Team Interviews: Art Designer Adrian Tai8 minutes
Narrative: Presenting the Production Plan to the Client6 minutes
The Creative Pitch Deck1 minute
Explaining the Activity: The Campaign Challenge2 minutes
What Did We Learn?1 minute
Farewell!1 minute

1 assignmentTotal 30 minutes

Test Your Skills30 minutes

1 peer reviewTotal 60 minutes

The Campaign Challenge: Creative Pitch60 minutes

1 discussion promptTotal 10 minutes

The Production Brief10 minutes

What's included

3 videos4 readings1 assignment1 peer review

3 videosTotal 9 minutes

Introduction to the From Brand to Image Capstone Project3 minutes
Instructions for the Capstone Project4 minutes
From Brand to Image Conclusion1 minute

4 readingsTotal 40 minutes

Instructions10 minutes
20 Actionable Tips to Build a Winning Visual Brand Identity15 minutes
Six Creative Ways To Brainstorm Ideas5 minutes
Genius or Process? How Top Creative Directors Come Up With Great Ideas - Nudd, Tim ( 2013)10 minutes