Document summary objectives Course
Course:
ISDC/01 Communication Sciences
Year:
2024/2025
Lecturer:
Andrea Busato
Syllabus 
List of topics covered:
This course explores the relationship between design and communication, analyzing how objects convey identity and meaning through form, materials and context. Building on theories of storytelling as applied to branding, students will explore the role of stories in building an effective and engaging brand identity. Brand identity models and brand storytelling strategies will be studied, with a focus on the visual and material elements that contribute to brand perception. Attention will also be paid to consumer-product interaction, examining how design can translate a brand’s values into sensory and interactive experiences.
Course-specific learning objectives:
This course explores the role of storytelling in building a brand identity, analyzing how stories can shape a brand image and strengthen the bond with the audience. Through narrative design, students will learn how to develop a coherent brand identity, balancing aesthetics, values and communication. The approach integrates tools from semiotics and communication theories to understand how objects can represent the essence and personality of a brand. In addition, the course will provide skills to design immersive brand experiences, in which narrative design becomes a means to engage audiences and solidify brand identity.
Mode of teaching delivery:
The course combines theoretical lectures, case study analysis, and hands-on activities to provide an in-depth understanding of narrative applied to design and branding strategies. Through analysis of famous brands, students will explore how narrative design is used to build an effective brand identity. Hands-on workshops will enable them to apply this knowledge to concrete projects, developing products that tell a story and embody brand values.
Mode of examination/evaluation:
Evaluation will be based on practical work, presentations and active participation.
- Final project (50%) – Development of a product or collection consistent with a brand identity, presented as a prototype or visual concept with a written report on narrative and design choices.
- Presentation (20%) – Exposition of the project to the class and teachers, with evaluation of communicative clarity and narrative coherence.
- Participation (30%) – Involvement in discussions, group work and workshops, with a focus on collaboration, creativity and critical thinking.
Bibliography
- Grizzanti, G. (2011). Brand Identikit: Turning a brand into a brand. Fausto Lupetti Publisher.
- Carmi, E., & Ubertis, A. (2007). Branding Design Oriented. Lupetti Communication Publishers
- Chandler, D. (2007). Semiotics: The Basics. Routledge
- Holt, D. (2004). How Brands Become Icons: The Principles of Cultural Branding. Harvard Business
Review Press. - Fog, K., Budtz, C., Munch, P., & Blanchette, S. (2004). Storytelling: Branding in Practice. Springer
- Pentagram (2023). Pentagram: Living by Design. Unit Editions
- Caesar, M. (2008). Jesus Lava plus White: Or how the Church invented marketing. Minimum
Fax - Floch, J.-M. (1990). Sémiotique, marketing et communication: Sous les signes, les stratégies.
Presses Universitaires de France.