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Masterclass
Branded Interactions—Living Brands for a New Era
Full-Day Seminar with Katja Wenger and Marco Spies
Branded Interaction Design (BIxD)—the brand-compliant design of interactive applications—goes far beyond visual design. BIxD changes everyday agency life. And the job description of the designer. Current brand communication focuses on digital touchpoints, with new ones being created all the time. Designing them coherently in alignment with the brand poses challenges for companies and agencies.
The seminar teaches a workflow that closely integrates conception, design and technical implementation, including prototyping and testing.
The authors of Branded Interactions present the BIxD process and various methods from user experience design, brand strategy and design thinking in a hands-on manner.
COVID-19 Safety Measures: We have limited the number of participants in order to comply with spacing and hygiene rules on site. We also ask all participants to bring a mask for the workshop parts of the seminar.
Book now!
The Outcome.
Goal of the Seminar
Creating a user-centric brand experience across a wide variety of brand touchpoints is what the seminar is all about. Brands must be alive, constantly changing. That’s why flexible, identity-creating design systems are replacing classic logo-centric corporate design. The spectrum of brand signatures to be designed continues to expand.
Marco Spies and Katja Wenger show how to tackle this complex, multidisciplinary task while keeping the needs of users in mind, as well as the personality of the brand and the overall corporate goals.
The authors of the reference work “Branded Interactions. Living Brand Experiences for a New Era” guide through the entire BIxD process—from exploring the business, the brand and the user to developing flexible design systems with design patterns and pattern libraries to agile design management.
They impart indispensable know-how to design professionals in agencies, start-ups and companies, to UX and UI designers, to concept and information architects, to service, product and corporate designers, as well as to sound and motion designers or to brand and marketing managers.
Course Topics.
- Business Strategy
- Innovation
- Branding
- Corporate Design
- Brand Strategy
- Brand Management
Who can benefit
- Brand Manager
- Marketing Manager
- UX Designer
- Visual Designer
- Product Owner
- Corporate Designer
- Brand Strategists
- Project Manager
What you will learn
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Introduction: Living Brands for the Digital Transformation
Branded Interaction Design helps us create vibrant brands that meet the challenges of digital transformation. For an introduction, we will explore the following questions: What are the challenges for brand development and management resulting from the digital transformation? What are living brands? And why is it important to create living brands?
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The Stages of Branded Interaction Design at a Glance
We present the entire branded interaction design process with the five “Ds”: Discover, Define, Design, Deliver and Distribute. What do we need to pay particular attention to in the individual process steps? And how can we work in an agile manner and in design sprints
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Discover: Understanding User, Business and Brand
We show you exemplary methods to understand the key aspects of the BIxD process—user, business and brand: From the elevator pitch as workshop opener and personas to brand personality, brand archetypes and positioning tools.
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Define: Brand Filters and Mood Boards
The Define phase is about the design strategy. This is where you come in. In the workshop, you will develop the strategic principles for a sample project. How do we transfer the insights from the discovery phase into brand filters and mood boards?
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Design: Designing Brand-Specific Interactions and Patterns
Hands-on examples for multiple touchpoints: Website/app patterns, VR patterns, brand-specific design of voice dialogs. We use an agile approach in the detailed design phase.
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Deliver: Pattern Libraries
What does a design system contain? How do I organize and systematize design patterns in a pattern library?
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Distribute: Agile Design Management
Finally, we look at how brands can be enhanced continuously with agile methods. What are the roles that an agile design team needs in the company? Which rituals and methods facilitate continuous development? And what are the levels of agile design management?
Speakers.
Meet your coaches
Marco Spies and Katja Wenger are the authors of Branded Interactions. – Creating the Digital Experience (Hermann Schmidt publishers, 2018). They are the founders and owners of the design and innovation agency think moto in Berlin.
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Creative Partner, think moto.Katja Wenger
Katja Wenger is an interface and brand designer and advises companies on brand and product innovation. Before founding think moto, she worked as art director for renowned digital and design agencies such as Pixelpark, MetaDesign, Jung von Matt/Next, Saatchi & Saatchi, Peter Schmidt Group and Aperto and was responsible for numerous national and international digital brand presences. Katja Wenger is a member of the Deutscher Designer Club (DDC).
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Managing Partner, think motoMarco Spies
Marco Spies is an interaction designer and brand consultant. Before founding think moto, he worked as a concept developer at Pixelpark, creative director at Neue Digitale (later Razorfish) and executive director interactive at the branding agency Peter Schmidt Group (BBDO). He is co-founder of the e-travel start-up flyiin. Marco Spies has been honorary professor for Branded Interactions and Flexible Identities at HAWK Hildesheim since 2017.
Next Course Dates
There are no dates available at the moment.
We are think moto
think moto is a design and innovation agency for products and brands. The team led by Katja Wenger and Marco Spies supports companies and organizations in their digital transformation.
think moto works with start-ups, medium-sized companies and leading brands on innovative, user-centric business models, products and brand identities.
The agency's clients include Audi, Volkswagen, Lufthansa, and Miles and More, among others.
