Presentation of WP4 - Bradning during the kick-off meeting of the Praxis European Network of Internship and Placement Excellence.

1. WORK PACKAGE 4
BRANDING

2. ABOUT SINT-LUCAS
Ghent, Belgium

3. Sint-Lucas is
a university college of Arts and Design

4. We’re situated in Ghent
Think: Belgium, chocolate, waffles, musterd, beer.

5. Study Programs
Visual Design
professional bachelor (180 ECTS - 6 semesters)
Visual Arts
academic bachelor (180 ECTS - 6 semesters)
master (60 ECTS - 2 semesters)
Postgraduate Studies Packaging Design
(42 ECTS - 16 weeks)
Teacher Education
(60 ECTS - 4 semesters half-time studies)
Phd in the arts

6. PBA Visual Design - Structure of the Study Program
1st sem
2nd sem
3rd sem
4th sem
5th sem
6th sem
VISUAL DESIGN
general initiation year
graphic
studio
advertising
studio
illustration
studio
digital
studio
traineeship and graduation project

7. Graphic Studio
Identity, logo, poster, typography, magazine, ...

8. Graphic Studio
Identity, logo, poster, typography, magazine, ...

9. Graphic Studio
Identity, logo, poster, typography, magazine, ...

10. Advertising Studio
Concept, brainstorm, campaign, rough, deadline...

11. Advertising Studio
Concept, brainstorm, campaign, rough, deadline...

12. Advertising Studio
Concept, brainstorm, campaign, rough, deadline...

13. Illustration Studio
Character design, storyboarding, infographics, ...

14. Illustration Studio
Character design, storyboarding, infographics, ...

15. Illustration Studio
Character design, storyboarding, infographics, ...

16. Digital Studio
Web, motion graphics, tablets, mobile, video, 3D, ...

17. Digital Studio
Web, motion graphics, tablets, mobile, video, 3D, ...

18. Digital Studio
Web, motion graphics, tablets, mobile, video, 3D, ...

19. WORK PACKAGE 4
BRANDING

20. Creating and managing
a Praxis brand
WP 4 contains:

22. Create a Praxis brand
Part 1

23. Manage a Praxis brand
Part 2

24. Create and deliver a toolbox
What we can do

25. Create and deliver a toolbox
What we can do
BRAND
IMAGE
IDENTITY
WEB
DESIGN
CAM
PAIGN
CORE
VALUES
LOGO

26. PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

27. Previously...
We received the work package
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

28. Making things clear
We still have some questions
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

29. First of all
We will listen, look and get wiser
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

30. Clear view
We make a briefing to set out the borders
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

31. 1-2-3 GO!
The debriefing gives us the start sign
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

32. PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE
We need your help
Tell us what
you think

33. PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE
What is your
visual image of...
Network,
team work,
excellence,
international,
internship, ...

34. VOLVO = SAFETY
IKEA = FAMILY
APPLE = INNOVATIVE
CHANEL = EXCLUSIVE
FedEx = RELIABLE
GOOGLE = HELPFUL
LIDL = AFFORDABLE
ADOBE = ENABLING
COCA-COLA = CLASSIC
PLAYBOY = SEXY
FSC = SUSTAINABLE
WALT DISNEY = MAGICAL
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE
Which values do we
aim to reach with
Praxis?
service minded,
develop people,
cooperative,
creative,
innovative, ...
PRAXIS = ?

35. PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE
Homework to do
Collect images
of what Praxis
should look like

36. PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE
Mailbox overload
We are interested to
hear and see how
you think about this

37. PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE
Collecting
Making moodboards

38. Mind-mapping
The brainstorm begins
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

39. Concept
15 brandconcepts are created, only 5 are chosen
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

40. Vote
You can choose and vote on our top 5
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012
Once more...
we need
your help
NOW
PHASE 1
INTAKE

41. On podium
Bronze, silver and gold
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

42. And the winner is...
Chosen from the top 3, by the branding team
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

43. Participation
Your opinion is important, but not sacred
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

45. Graphic design
The finetuning can begin
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
FEB 2012 APR 2012 MAY 2012
PHASE 2
CONCEPT
DEC 2011NOW
PHASE 1
INTAKE

46. Web design
Designing a website prototype
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

47. Advertising design
Shaping the campaign
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

48. And the logo is...
Presentation of the new identity
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

49. 6 months later
A new brand is born
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

50. Graphic result
Brand styleguide and templates
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

51. Web result
Webdesign ready to hand over
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

52. Advertising result
Campaign ready for kick-off
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

53. DIY
Tools are handed over so you can DIY
PHASE 2
CONCEPT
PHASE 3
DEVELOPMENT
PHASE 4
RESULT
DEC 2011 FEB 2012 APR 2012 MAY 2012NOW
PHASE 1
INTAKE

54. Thank you for your attention
Wio & Saskia
Sint-Lucas Ghent