This research attempts to create and distill an effective and supported method for modern day graphic designers to engage in the branding process. Investigations were made in to the history of branding, how the term ‘branding’ has changed its meaning, and the modern designer’s role in the branding process. Further research was conducted to show the importance of the designer’s education in other areas of marketing culture, from psychology to user experience. From that research a teachable method was developed in order to engage the designer in unconventional ways throughout the entirety of the branding process, both prior to and after the design collateral was created. The result of this process was shown through the application of the process to three individual case scenarios and creative briefs
Electronic reproduction. Ann Arbor, Mich. : ProQuest, 2020
