Strategic Design: The Art and Science of Branding

Su Mathews Hale And Michael D’Esopo, Senior Partners at Lippincott

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9 Videos (44m)
    • Introduction

    • Brand Strategy

    • Building Brand

    • Design

    • Experience Innovation

    • Research

    • Organization

    • Collaboration

    • Implementation


About This Class

In this 45-minute class, Lippincott senior partners share their process for creating, developing, and nurturing some of the world's biggest brands. From business strategy and culture to naming, graphic design, and customer experience, it's a start-to-finish, comprehensive look at the craft of branding. Every lesson ties back to Lippincott's real rebranding of Hyatt Place. Plus, the 8 video lessons culminate in a project Lippincott developed exclusively for Skillshare students: rebrand Carnival Cruises for the millennial demographic. This class is crucial for designers, business owners, marketers, students, and everyone curious about the art and science of branding.

191 of 212 students recommendSee All

This was a wonderful class that was enriching from a design as well as strategic stand point. I will certainly be taking some key points into practice.
Please Join This Class Now!!
This class brings to light the thinking and touches upon the process of designing as per strategy. For me, as a brand strategist, it really helped to reinforce the way I go about doing my work. We need more classes like these.
Anusha Pinto

Brand Strategist + Design Writer





Su Mathews Hale And Michael D’Esopo

Senior Partners at Lippincott

Lippincott is a leading brand strategy and design firm. We uniquely combine business-based strategic thinking and creative excellence to solve the most complex challenges facing corporations today. As pioneers of corporate identity, we have been behind some of the world’s most iconic brands and partner with today’s leaders as they shape their brands for the future. Lippincott is part of Oliver Wyman, a global professional services organization owned by Marsh & McLennan Companies.

Su is a senior partner in design based in Lippincott’s New York office. For over two decades, Su Mathews Hale has thrived at the intersection of graphic design and brand strategy.

Michael is a senior partner based in Lippincott’s Boston office and is the director of brand strategy. With more than 15 years of experience, his areas of expertise include brand strategy and positioning, customer analytics, experience innovation, and brand activation.