Kampanje welcomes you to Grand Hotel Oslo on February 8th for the Masterclass: Branded Interactions and Living Brands – Creating digital experiences with personaility (Full-Day Seminar with Marco Spies)
Welcome to this unique opportunity to learn from and discuss with one of Europe's most acknowledged brand designers!
Websites, mobile apps, VR/AR applications and conversational interfaces: digital touchpoints are an integral part of current brand communication. Designing them coherently "on-brand“ faces companies and agencies with ever new challenges: Branded Interaction Design (BIxD) – the brand-defining design of digital products and services – goes far beyond visual design. Complex user experiences require methods to align the touchpoints and a workflow that closely integrates miscellaneous design technology disciplines and includes ongoing prototyping and testing.
The goal of Branded Interaction Design (BIxD) is to create a user-centred brand experience across the various touchpoints. In doing so, flexible, identity-creating design systems replace the classic logo-centred corporate design.
Marco Spies, author of the standard reading on digital branding, Branded Interactions, and CEO of Berlin-based design and innovation agency think moto guides you through the BIxD process - from discovering the business, brand and user requirements to developing digital products and services with a strong coherent brand personality. With case studies and exercises Marco will show you how to master this complex and multidisciplinary task and how to keep the needs of the user in mind as well as the personality of the brand.
The seminar focuses on the Discover and Define phases of the process: the analysis and strategy of digital brand projects. It introduces participants to the concept of Living Brands and how to develop digital products and services with personality.
Participants will learn:
the concept of Living Brands and how the role of brands has changed over time
know the Branded Interaction Design process with its steps DISCOVER_DEFINE_DESIGN_DELIVER_DISTRIBUTE
methods for requirements gathering and defining the brand and UX strategic foundations for a BIxD project
Work with the brand personality to create vivid brand experiences
The exercises will be in groups, participants can work on their own brand.
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 shows 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.
WHO is the Masterclass for? 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.
Welcome to Grand Hotel Oslo on February 8th!
Masterclassen er utsolgt! Send en epost til event@kampanje.com for å stå på venteliste.
Program
Onsdag 08.02.2023
01 / 01
08:30 - 09:00
Registration and light breakfast
09:00 - 09:15
Welcome and introduction of participants
Marco Spies, Co-Founder/CEO, think moto
09:15 - 10:00
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Introductory lecture: Living Brands for Digital Transformation
Marco Spies, Co-Founder/CEO, think moto
What challenges for brand development and management arise from the digital transformation? What are living brands? Why are living brands so important?
10:00 - 10:15
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An overview of the project phases of Branded Interaction Design
Marco Spies, Co-Founder/CEO, think moto
Presentation of the overall process and the 5 Ds - Discover, Define, Design, Deliver and Distribute
10:15 - 10:30
Short break
10:30 - 12:00
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Discover: Understanding users, business and brand
Marco Spies, Co-Founder/CEO, think moto
Learn methods to understand the central aspects of the BIxD process, business, user and brand. Elevator pitch, personas, brand personality, brand archetypes.
12:00 - 13:00
Lunch break
13:00 - 14:00
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Define: Brand strategy methods
Marco Spies, Co-Founder/CEO, think moto
Deriving brand filters and mood boards from the brand personality. The application of brand filters in practice.
14:00 - 14:15
Short break
14:15 - 15:00
Outlook/summary of further steps in the process
Marco Spies, Co-Founder/CEO, think moto
Sponsorer
Forte Digital er et internasjonalt konsulentselskap med kontorer i Norge, Tyskland, Polen og Danmark. Vi bygger digitale produkter og tjenester i langsiktige partnerskap med våre kunder, der vi jobber i skjæringspunktet mellom teknologi, design og strategisk rådgivning.
Med tverrfaglig kompetanse skaper vi løsninger som konverter og gir langsiktig verdi for våre kunder. Vår spesialitet er å utnytte data på en bedre måte for å bygge datadrevne kundeopplevelser på toppen av digitale tjenesteplattformer.
Marco Spies is an interaction designer and brand consultant. Before founding think moto together with Katja Wenger in 2010, he worked as a concept designer at Pixelpark, creative director at Neue Digitale (later Razorfish) and executive director interactive at the branding agency Peter Schmidt Group (BBDO). From 2015 to 2018, he was co-founder of the e-travel startup flyiin. From 2017 - 2020, Marco Spies was Honorary Professor for Branded Interactions and Flexible Identities at HAWK Hildesheim. Marco Spies is the author of the standard work on digital brand management Branded Interactions – Creating the digital experience (Verlag Hermann Schmidt 2015) and co-author of Branded Interactions – Marketing through design in the digital age (2020). Marco Spies publishes articles and gives lectures on the topics of branding, design innovation and conversational experiences.
think moto is a design and innovation agency based in Berlin, Germany. The team led by Katja Wenger and Marco Spies helps companies and organisations in their digital transformation. think moto works with start-ups, SMEs and enterprises on innovative, human-centred business models, products and brand identities. The agency's clients include Continental, Audi, Volkswagen, Lufthansa, and many others. You can find out more about think moto at www.thinkmoto.de.
The think moto Academy was founded in 2019 and offers seminars and trainings by professionals for professionals around design, customer experience, innovation and brand.
