Universitat Internacional de Catalunya
Design II: Design Applied to Advertising and Public Relations
Other languages of instruction: English, Spanish,
Introduction
The course Design II: Design Applied to Advertising and Public Relations focuses on the development of graphic design as a strategic tool in advertising and corporate communication. Building on the foundations acquired in Design I, students further explore the relationship between visual language and the communication objectives of advertising and public relations, including brand identity and corporate identity development, the adaptation of creative assets to different media and target audiences, competitive differentiation, and the use of persuasive design and calls to action (CTAs).
Pre-course requirements
To have successfully completed the course Design I.
Objectives
- To understand graphic design as a visual communication process driven by strategic objectives.
- To apply the fundamental principles of design (composition, colour, and typography) in advertising and corporate communication contexts.
- To analyse communication needs based on creative briefs and real corporate and brand contexts.
- To develop visual concepts that are consistent with brand strategy and the target audience.
- To master the tools, techniques, and visual languages of graphic design across different media.
- To design visual pieces and design systems aimed at effective communication and persuasion.
- To manage design projects from the initial concept to the final presentation, with particular attention to the client's communication needs.
- To develop a critical understanding of contemporary visual culture and design solutions.
Syllabus
Block 1. Design, Communication and Strategy
- To understand graphic design as a communication process.
- To examine the relationship between the creative brief, strategy, and visual solution.
- To analyse case studies in advertising and public relations.
Block 2. Fundamentals of Applied Visual Language
- To apply the principles of composition, including balance, hierarchy, rhythm, and proportion.
- To understand and apply colour theory in advertising communication.
- To understand and apply typography, including type selection, legibility, and its communicative function.
Block 3. Concept Development and Creativity
- To develop visual concepts.
- To apply ideation techniques in advertising.
- To translate ideas into effective graphic solutions.
Block 4. Visual Identity and Branding
- To understand the elements of corporate identity.
- To design brands and visual identity systems.
- To apply visual identity consistently across different media.
Block 5. Advertising and Corporate Design
- To design print and digital advertisements.
- To adapt advertising campaigns to different formats and media.
- To design communication materials for public relations and corporate communication.
Block 6. Design Project
- To identify communication needs and to generate ideas through brainstorming.
- To conduct research and to develop concepts through ideation, design development, and production.
- To prepare production-ready artwork and final files.
- To present and defend design proposals in a public setting.
Bibliography and resources
Airey, D. (2024). Identity designed: The process. Rockport Publishers.
Gander, C., & Vaidya, S. (2024). Think like the minimalist. Penguin Business.
Julier, G. (2022). Economies of design (2nd ed.). SAGE.
Victionary. (2021). Branding in the age of social media. Victionary.
Wheeler, A. (2021). Designing brand identity (6th ed.). Wiley.
+ ADOBE
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Adobe Photoshop
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Adobe Illustrator
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Adobe InDesign
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Adobe Acrobat Pro
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Adobe After Effects
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Adobe Bridge