Last month, we ran a sustainable enterprises workshop for the BA (Hons) Advertising at London College of Communication. We helped students to understand what sustainable enterprises are and the importance of branding to help communicate the importance of these ideas and businesses. We also included a series of hands-on brand building exercises to engage the students in the business process.
We started our workshop with some games and an overview of branding for sustainable enterprises. This was followed by some brainstorming and the sharing of insights by the students to really understand the importance of branding for mission-based enterprise which focus on people, profit and purpose.
We studied several current, best practice case studies for excellent sustainable start-up brands. Then it was time for group activities. The students were tasked with brainstorming and sketching out their own sustainable brand that they would build if they were a social entrepreneur. This allowed the students to think as an entrepreneur whereas traditionally, their roles as creatives is to work with clients to provide creative solutions for businesses . The students got to the heart of the matter looking at the Why, How and What of their particular enterprise's brand.
Next, we looked at the elements of a visual identity such as logo shapes, typography, colour and the ideation around the creation of these design elements. The students had an opportunity to then sketch out some visual identity concepts for their previously drafted brands. By sketching out their ideas, they had to bring all of the visual components together and discuss why they made those choices and how they represented their brand.
Finally, the teams did a 3-minute pitch to their fellow students and presented their start-up brand. The students received feedback both from their classmates and our team.
‘Miho’s workshop was a great success. Informed, informative and intriguing, it captured the students’ imaginations and made them think anew about what they are trying to achieve.’
Steve Spence, Course Leader BA (Hons) Advertising, London College of Communication, University of the Arts London
‘There was a good balance of lecture and exercises. ‘ Auxane
‘It was important to be able to have an idea about the process of creating a brand, and then actually have a hands-on-experience.’ Gloria
‘It was very interesting and I learned alot about brand design and sustainability.’ Yaqian.
A special thanks to Steve Spence for for helping to coordinate the event. If you are interested in future workshops, please get in touch here.