Graphic Design - Focus on New media
Master Courses - Florence
10th edition - The Master course in Graphic Design offers a high level of professional preparation which is based on the design method, the mastery of technical and technological skills and the continuous updating about the latest market demands.
Besides a strong cultural background on the roots and evolutions of design and visual communication, our students receive a constant training on the most used and advanced software thanks to the development of many projects. They work side by side with Italian and international companies involved in different fields in order to gain as much experience as possible on the graphic design's contemporary scenario.
A Graphic Designer graduated from this Master course is particularly involved in social issues and communication ethics, manages the creative process at its best and is ready to satify the needs of the brands he/she works for with a personal expressive touch.
The Master is tailored for graduates or professionals in graphic, architecture, design, fine arts and advertising. Participants with a professional (two years minimum) experience in the fields of management, communication, marketing, public relations or visual communications (graphic, product, interior, advertising, photography, web or social) are also welcome.
The Graphic Designer works in advertisement and communication companies, web agencies, publishing houses or as a freelancer in his own facility ; he is able to interact with multiple clients in different fields thanks to a developed versatility. This professional figure, in fact, has the necessary tools to keep updated and anticipate the times, offering innovative solutions to his clients.
Methodology and structure.
The Master has a complete and articulate program thanks to a balanced didactic structure, organized in three main areas: cultural, tools and techniques and project.
The cultural area's main objectives include the acquisition of notions and an effective method of communication of several types of projects. This area includes lectures, classes, workshops and individual studies.
Tools and techniques area aims at the application of graphic design in diverse contexts with particular attention to developing areas (video, social communication, mobile UI/UX, interface design and digital publishing).
The project area is mainly practical and strategic and aims at the complete management of a communication project in all of its phases in collaboration with companies or other external partners.
Lessons and classes are all structured as working briefs and workshops. Participants work on the basis of real briefs which are inserted from the start in a context that reconstructs the dynamics of working companies and studio in multiple contexts such as communication studios, companies or visual departments within institutions. Professors are selected from experts and professionals in the respective fields of teaching.
In the last editions the Master hosted some exceptional guest speakers such as:
David Moretti - Art Director WIRED Magazine
Marco Cendron - Creative Director with previous collaborations for Mondadori / ROLLING STONE Italy / GQ Italy
Riccardo Luna - Innovation Editor for the newspapaer La Repubblica
History of Design and Communication
The course deals with the evolution of visual communication, from the invention of printing to nowadays.
An overview of design history, underlying the connections among society, culture and technological developments.
Sociology and Ethics in Communication
The aim of this course is to explore, to experience and to deepen the essential themes of the visual communication, conceived as a universal language in the contemporary culture. Images are the new words of a collective language who connects all disciplines expressed by the variegated human community.
Marketing and Public Speaking
The different market segments, analysis of the critical factors of success. Aspects of marketing: consumer behavior and needs, product values, consumer satisfaction. Analysis and use of internet as a communication. Communication and public speaking techniques: how to structure theoretical arguments to support a presentation for a communication project.
Account Management & Professional Development
Providing knowledge and skills on communication and strategy to generate ideas and to work addressing the objectives. Seminars on topics in development and understanding, client relationship management, time management, project presentation skills and laws related to communication.
Techniques and tools
Color & Print
The course explores how work with colors and the technical challenges and creative opportunities of contemporary design production and how to prepare definitive proofs for production, in both high-end offset and digital printing. Proofreading. Budgeting – production costs. Working with colors, technical challenges and creative opportunities of contemporary design production. How to prepare definitive proofs for production, in both high-end offset and digital printing. Proofreading. budgeting – production costs.
Typography & Type Direction
The course examines how typefaces work and interact, through the analysis of a single glyph and the creation of a complete set of characters. The final result is a complete typeface made with the correct tools (Font Lab Studio) and ready to use. Composition of text-only content, designing pages with balance between the various elements.
Adobe Creative Suite - Advanced
Photoshop / Illustrator / InDesign
Elements of Digital Photography / Video Design / Viral & Guerrilla Marketing / UI/UX Interface & Responsive Design / Digital Publishing: eBook, iBook Author, Adobe .folio / New Media & Interaction Design: ID, Arduino, Kinect and Leap Motion sensors.
Looking at problems or situations from a fresh perspective that suggests differents solutions, involving the discovery of new ideas and concepts.
The use of illustration to visually communicate information (drawing, painting, photograph).
Corporate Identity and Coordinate Image
The study of all the elements that create the visual identity of a museum or art gallery (naming, logo and visual elements). The corporate image is designed to be appealing to the public, clear and functional, so that the final result can spark an interest among consumers. The visual identity project developed during the course represents the final project.
Introduction to Corporate Design: elements of the corporate identity and the designer’s role in developing it.
Analysis of Communication Problems: using brands, typography and color codes, project planning and execution.
Logo Development and Application: coordinate image and its applications.
Copy is content primarily used for the purpose of advertising or marketing. The Copywriter is the “content writer” and helps to create pay-off for identity, taglines, advertising and to edit online and off-line, content-based, communication projects.
Introduction to business communication topics: communicating, informing, promoting. The creative team and the creative process. How the copy strategy turns into a creative idea. Managing creative presentations. Production hints.
Constructing text “stories” and images in the context of complex publications such as magazines, newspapers, corporate brochures, books etc.
Packaging and Merchandising
Considering packaging as the consumer’s initial experience of the product and of brand corporate identity. Studying names, logos, roughs, mock-ups and final products.
The methods, practices and operations used to promote and sustain the commercial activity. The variety of products available for sale and the display of those products in such a way that it stimulates customers interest.
The purpose of the final work is to direct the study path towards the field or area that the students are most interested in and allow them to start the professional career.
The final project can be developed individually or within a small group and is generally connected to a company, recreating the relationship between commissioner and freelance studio.
A team of professors and tutors carefully follow the students in the creation of the final work, maintaining high quality standards.
The final work is necessary to enrich the student’s portfolio that will include, as well as the final work, many of the projects produced during the other subjects.