Poster of the article about the design and development of a cross-modal multi-located framework for cultural heritage. The paper was accepted in the paper session at the Audio Branding Congress 2013, , Milan, Italy, 18-20 November 2013.

1. Audio Branding for Fashion: an experiment of education
on Sound for a new generation of professionals
Gianpaolo D’Amico
University of Florence, Media Integration and Communication Center, Italy
Introduction
Solution
In recent years fashion industry has recognised
the dramatic relevance of new media communication and then it needs to be present in digital channels with compelling multimedia contents. How can
we work efficiently with fashion professionals to design an Audio Branding strategy for a digital campaign?
An educational framework to teach Sound Communication to people with basic technology skills and
music composition knowledge. An experimental approach to a responsible use of Sound in new media channels is taught via the support of multimedia
contents, mind maps, case histories, agile techniques and prototyping via software tools.
Method
The framework is composed of the following modules: Visual Thinking, Sound Communication, Video Design
and New Media Communication. The module related to Sound is composed of three stages.
Theory
Laboratory
Project work
Theoretical basics of Sound Communication & Branding under the
perspective of fashion industry.
Practise with a software to build a
multitrack composition based on
creative commons assets.
Design of a multimedia presentation for a potential client interested in an audio branding strategy.
Results
Students
105
155
Projects
A survey was conducted to evaluate
students’ satisfaction and gained knowledge. Some interesting results report
the level of satisfaction about the theory
on Sound Communication 1 and the
practise with a software in the lab 2 .
no
ind
yes
Best projects
8%
no
1
8%
84%
ind
yes
4%
16%
80%
Acknowledgments
Linda Loppa, Danilo Venturi, Aki
Choklat and Ruggero Mengoni.
Video & sound design Sruli Recht, by Ashutosh Saxena and Induj Damodar, Master in
Fashion Brand Management, Polimoda, 2012.
Video & sound design The Bridge project,
by Chiara Muscarà and Oka Lin, Master in
Fashion Styling, Polimoda, 2013.
Audio Branding Congress 2013 - Poster Session - Higher School of Economics, Moscow, Russia
gianpaolodamico.com - damico@dsi.unifi.it
2