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.

221 of 241 students recommendSee All

Great class! Very engaging with relevant and practical information. I like how they tackle branding from both the designer and strategist perspective and how they work together. I like how the instructors used a real life example, Hyatt Places, from the initial steps all way to implementation.
Great information. It may be a bit dry for some but the content is really invaluable for anyone looking to find out more about effective brands or looking to improve an existing one
Jonathan Albarado

Looking for inspiration

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.





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.