An energising 2-day workshop that equips students to create branding with purpose. Working in small groups, students take on a real cultural institution — moving from strategic analysis through to creative expression and a final pitch. Day one focuses on context, purpose, audience and brand platform. Day two shifts into creativity: narrative, identity, design and a final pitch. Fast-paced, hands-on and rooted in real-world practice, the workshop equips students to reposition a cultural institution as a more inclusive, purposeful and audience-centred space.
The workshop is only open to undergraduate and graduate Communication Design students (max. 15 participants).
Cecilia Martín is an arts and culture brand strategist and founder of Culture Connects (CC). For more than 20 years she has helped museums, orchestras and cultural institutions develop purposeful brands that connect with contemporary audiences. Her work combines strategy, creativity and digital culture, with projects for organisations such as the Berlin Philharmoniker, Philharmonie Luxeumbourg, Art Fund, British Council, culturAL, Philadelphia Museum of Art, LAS Art Foundation, Wiener Konzerthaus and Wereldmuseum. Cecilia is a visiting lecturer at Royal College of Art, Central Saint Martins and the University of Barcelona, and speaks at international forums on cultural branding and audience development.
- Website: http://www.ceciliamartin.net
- Instagram Handle: @iam_ceciliamartin
