“Design is the intermediary between information and understanding” - Richard Grefé
Design is key to our economic growth and cultural evolution. A designer’s role involves both individual ingenuity as well as collaborative creativity. Designers can no longer function in isolation since in today’s society design is not just a creative and thoughtful activity but also a collaborative venture. In the Visual Communication and Strategic Branding course at the Srishti Institute, we focus on educating our students to become engaged and socially aware professionals who become agents of change, activism and advocacy in the context of business, society or environment.
This course is designed to address communication and marketing needs of variety of industry clusters across new as well as traditional media and platforms. Learning fundamental skills, design processes and conceptual thinking takes precedence over learning to use computer applications and software. Gaining wider historical and contextual perspectives, strategies and solutions, proficiency in communication and presentation skills, decoding and making meaningful forms and executing these forms and messages on various media are some of the objectives of this course.
We locate ourselves at the meeting point of business necessity and artistic value, where Integrity and personal expression of art meets the purposefulness of commerce supported by a genuine insight into people and the way they feel.
The curriculum comprises of different ways of learning as follows:
- Foundation introduces students to basic principles and tools of Art, Design and Technology as methods, tools and processes
- Disciplinary Studios are learning spaces where students develop core disciplinary capabilities, while navigating a trans-disciplinary environment
- General Studies: A common and compulsory programme of study that integrates Humanities, Sciences, Development and Policy Studies and also offers Languages-English, Indian- Hindi and Kannada as well as Foreign (Spanish, French and German)
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- Interim: An introduction to practice in new and emerging areas of art and design
- Electives: Of three kinds- this program allows students to expand their skills, develop the interests as well as provide opportunities for travel exchange
- Internship/Apprenticeship: Compulsory work experience done over the summer-break between the 6th and 7th semester
- Project involves the application, synthesis and demonstration of capabilities acquired, and is a qualifier to the thesis
- Thesis is culmination of the 4-year program, which allows for demonstration of an integration of values, positions, capabilities and practice.
The Visual communication & Strategic Branding course crosses a wide range of disciplines such as Branding, Publication Design, Photography, Social Communication, Illustration, Interaction Design, Information Design and Experience Design. This cross-fertilization provides a coherent conceptual base and insights that can work effectively to address rapidly changing global and local contexts.
Inputs from user-centric design and strategic design such as qualitative and quantitative research methods and various brand models will enable students to apply their learning in the context of visual communication and branding. Engagements with Typography, Font Design and Calligraphy will enable students to apply their learning in the context of print, publishing and marketing communication. Immersion in principles of interaction and interface design and information design will empower students to become familiar with digital medium and interactive platforms.
The curriculum approaches visual communication & strategic branding through theoretical frameworks combined with applied learning. This method not only informs and enhances the practice but also encourages students to question the norms and scale traditional boundaries.
- Understanding users within larger contexts where work is situated: environments, cultures, societies and world view
- Understanding historical theory, contexts and finding roots to base work upon
- Be articulate in Visual Language using form, shape, color, composition, typography and develop attention to detail
- Ability to think and work using metaphors, signs and symbols to enhance meaning
- Understand inherent nature of variety of printed and electronic media and use them effectively
- Engaging in research with an inquiring mind, and methodical analysis to identify needs, generate insights and propose solutions
- Develop critical thinking, problem solving ability, organising ability, and gain contextual perspectives
- Develop lateral thinking ability to approach the unknown, crossing boundaries, and engage in multi-disciplinary ways
- Work Collaboratively in Participative design, to learn from others and engage in joint creative effort
- Engage in reflective & balanced practice where concerns span social, cultural and business contexts
These capability sets equip and prepare the student for a wide range of opportunities with:
- Graphic Design Studios: As designer in an graphic design studio, Start-ups, small and medium professional studios involved in a wide range of projects from conceptualization to execution
- Graphic Design in R&D Department of Corporations: As designer to enhance product graphics, designing collaterals and publicity material
- Advertising Firms: Junior to mid-level designer in the creative department of an advertising firm, able to contribute at various stages of the creative process.
- Visual Communication Studios: As designer working on multiple aspects of visual communication in a variety of contexts; retail, exhibition, packaging, environmental graphics, digital interfaces and emerging overlaps with other disciplines.
- Publishing Houses: Content creation combined with image making and/or illustration, with a knowledge of publication design enables graduates to craft narratives and books different kinds of market.
- Independent Practice: As a contemporary visual designer, entrepreneur and design consultant.
- Innovation Centres: As a design thinker, information designer and visual communicator.
The course is informed by the following disciplines:
Printmaking and Print Production