Bangkok Brand workshop

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Destination Branding workshop run for the CommDe School of Design, Chulalongkorn University Bangkok.
Introduction and briefing presentation to 2nd and 3rd Year Design students, leading to the creation of a unique city brand for Bangkok.
Workshop conducted entirely in English.

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Bangkok Brand workshop

  1. 1. b2 brand bangkok Bangkok - Krung Thep: city of angels b2 bangkok brand - branding the city of angels b2 brand bangkok creating a destination brand for the city of angels Open Studio workshop by Paul Vickers. January 2012 International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  2. 2. b2 brand bangkok The workshop challenge กรุงเทพมหานคร อมรรัตนโกสินทร์ มหินทรายุทธยา มหาดิลกภพ นพรัตนราชธานีบุรีรมย์ อุดมราชนิเวศน์มหาสถาน อมรพิมานอวตารสถิต สักกะทัตติยะวิษณุกรรมประสิทธิ์ “The city of angels, the great city, the eternal jewel city, the impregnable city of God Indra, the grand capital of the world endowed with nine precious gems, the happy city, abounding in an enormous Royal Palace that resembles the heavenly abode where reigns the reincarnated god, a city given by Indra and built by Vishnukarma” International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  3. 3. b2 brand bangkok The workshop challenge The workshop challenge: create the brand bangkok What is the identity of this city of 9 million people? (nearly 12 million in the metropolitan area) How can the city position itself culturally, economically and socially for the future? What values can the brand vehicle to residents, visitors, businesses and the world? (10 million visitors pa) What are Bangkokʼs unique attributes compared with other south east asia and global capitals? How do other cities, and countries, use design to create and build destination brands? What communications tools and channels can be developed to promote the destination? Workshop objectives Research the world of destination branding Build a visual mapping of Bangkok that can enrich the creative process Brainstorm creative solutions for a brand strategy Define the brand, its story and objectives Write a scenario to serve as a platform for the creation of your brand Create concept boards to inspire your design exploration and creative directions Create a unique brand identity to project the future vision of the city locally, nationally and globally Use design: imagery, type, graphics, moving image to build your identity Design supporting communications tools: collateral, posters, web, expos, derivative products, apps Present a coherent overall design campaign for brand bangkok International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  4. 4. b2 brand bangkok Capital city destination brands, some case studies and examples International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  5. 5. b2 brand bangkok Country destination brands, some case studies and examples International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  6. 6. b2 brand bangkok Regional destination brands, some case studies and examples International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  7. 7. b2 brand bangkok Tropical destination brands, some case studies and examples International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  8. 8. b2 brand bangkok Examples of the current multiplicity of Bangkok city brands International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  9. 9. b2 brand bangkok The challenge SWOT analysis SWOT analysis Strengths Opportunities Threats Weaknesses International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  10. 10. b2 brand bangkok The challenge Process and planning Working process Students will work individually or in two/three person teams on the assignment Emphasis will be on the creative process and development of the project as well as the final execution Use field and digital research to enrich your knowledge base (Just living in the city is not enough) Present and discuss an interesting destination brand and a product/service brand you have discovered The workshop will be run in an ʻagency atmosphereʼ to prepare for internships and industry Progress presentations to the class will check evolution and provide feedback and exchange Use scrap-booking, sketchbooks, brainstorming, key words, cloud creative to develop the work Use digital, programs and computers to complete execution of the work Present your work in English Workshop planning The workshop is scheduled to run over five days (TBC) The time available will be broken down into three phases and one final presentation day Ideally the Bangkok city mayors office, and/or the Department of Tourism and Economic Expansion will participate in the briefing and final presentation of the project, to add a professional dimension and input (TBC) All projects will be critiqued and feedback provided The completed projects will be exhibited at ComDe International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  11. 11. b2 brand bangkok The challenge Brainstorming and concept boards Working process Research, brainstorming, concept boards, sketchbooks International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  12. 12. b2 brand bangkok The challenge Schedule Workshop planning and schedule Phase 1 Discovery. 1 day research, discovery and exploration of destination branding, identity and Bangkok Phase 2 Conception. 2 days of creative ideation, concept creation, concept boards, scenarios, brand creation Phase 3 Development & Execution. 1.5 day development and finalization of selected creative direction Presentation. 0.5 day devoted to project presentation, critique and feedback Pre presentation Presentation Critique Phase 1 Discovery Phase 2 Conception Phase 3 Development Execution Briefing January 2012 one week schedule International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  13. 13. b2 brand bangkok The challenge Learning outcomes Learning outcomes Include: Analytical research and problem solving, Discovery of semiotics, Understanding of complex communication objectives, The creation of a visual identity and brand system, The development of a tool-kit for application and implementation, Use of global design: 2d, 3d and 4d to achieve objectives, Development of presentation skills, confidence in presenting in English, Experience of working as a team, Knowledge and experience sharing by an international agency professional. Tools Pens, pencils, sketchbooks, markers, paperboard Reference magazines and Bangkok publicity material Digital camera, computer, Illustrator, Photoshop & InDesign, projector Studio space for the duration of the workshop Brain, curiosity, sense of humour, passion, open mind, enthusiasm...! International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  14. 14. b2 brand bangkok The challenge Workshop animator The workshop will be led and animated by Paul Vickers in conjunction with ComDe staff Paul is a branding and design creative director, consultant and professor of visual communications He has experience of working with leading global design agencies including Pentagram London, Design Solution Paris, Interbrand New York, Desgrippes Gobé Tokyo & Hong Kong, Dragon Rouge Paris His work has won awards and been published in books, magazines and on the web. He won a Gold Award in the Pentawards international packaging design show, his poster for the Japan tsunami has raised thousands of dollars in aid and is featured in exhibitions in Cannes, Berlin, Toronto, Mexico and Seoul as well as in the Cannes Lions Awards. For further information: www.paulvickersdesign.blogspot.com Some reference links. Introductory articles to destination branding http://www.bbc.co.uk/programmes/b00yb2v8 http://www.underconsideration.com/brandnew/archives/i_wolff_olins.php http://www.johnsonbanks.co.uk/thoughtfortheweek/index.php?thoughtid=232 http://www.underconsideration.com/brandnew/archives/where_the_cold_wind_blows.php http://www.underconsideration.com/brandnew/archives/pieces_of_melbourne.php International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers
  15. 15. b2 brand bangkok Bangkok - Krung Thep: city of angels b2 bangkok brand - branding the city of angels b2 brand bangkok a future vision of the city Thank you - Paul Vickers International Communication Design Programme Chulalongkorn University Bangkok b2 Open Studio workshop Paul Vickers

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