TALKS AND COURSES
Purpose centred Design
Purpose Centered Design is a technique that allows organizations to create a strong and cohesive brand by aligning their purpose, identity, and touchpoints. The organization's core purpose and values should be clearly defined and at the center of its brand. These values are then reflected in the organization's identity. The organization's interactions with the world, or its touchpoints, should be informed by its purpose and identity to create a consistent and powerful brand experience.
The "Purpose Centered Design" course teaches students how to define and communicate their core purpose and values, and how to use these to inform the creation of a multi-sensory brand identity. They will learn how to consider customer and employee journeys, and how to develop appropriate brand touchpoints such as products, services, collateral, and 3D brand experiences. The course also covers the relationship between brand touchpoints, products and services, identity, and purpose, and how understanding this relationship allows organizations to pivot their offerings while remaining aligned and coherent.