Undergraduate Degree




DG9000 Creative Design in Communication and Marketing

[Lecture and Tutorial: 39 hours; Pre-requisites: NIL; Academic Unit: 3.0]




Academic Unit


3 AU

Course Description


Learning Objective

To deliver to students an introduction to creative thinking as a process in brand identity design. To deliver an introductory understanding of how a designer can serve the needs of a client, a product and their place in the market through effective marketing and communication strategies.


This course introduces students to ways to attain creativity in design in a way that can inform, persuade and shape perceptions of a distinct brand or identity. Students are introduced to the creative thinking processes and to techniques that unlock their visual imagination. They learn to develop creative strategies and innovative solutions to design-centred problems and to apply design solutions to designing brand identity.

Course Outline



1 - 2

Introduction to the Course followed by Thinking Creatively: Ways to Unlock Visual Imagination

  • Ways of Thinking to generate Ideas:

  • The Creative Process:

  • Doing background research

  • Creative Thinking Techniques

3 - 4

Developing a dynamic Creative Concept and Creative Strategy

  • State the essence of the problem

  • Defining the objective

  • Developing the Creative Concept/ solution to the problem

  • Developing the Creative Strategy


From Concept to Communication

  • From Concept to Communication

  • Adding Voice, Vision and Viewpoint to Concept

  • Identifying an original and good idea

  • Content

Students form groups of 5 to discuss CA project


Using Design Basics to get Creative Results

  • Elements of Design – line, shape, type, texture, colour, and value

  • Principles of Design – balance, movement, contrast, and unity

  • Focal point and Visual hierarchy

  • Manipulation of graphic space – positive and negative space

7 - 8

Creating Brand Identity – Introduction, brand strategy & positioning

  • What is a brand?

  • What is brand identity?

  • Why does it work?

  • Why invest in brand identity?

  • What are the essential characteristics of the best identities? Vision; meaning; authenticity; differentiation; sustainability; coherence; flexibility; commitment; value

  • What is brand strategy?

  • What is brand positioning?

  • Brand identity fundamentals


Designing Brand Identity – Concept and Applications

  • Designing brand identity

  • Building brand identity

  • How new brands win market share with innovative design – Case studies of some home-grown brands that are making Singapore proud


Designing for Advertisements

  • Visual and verbal Communication in advertising

  • Gain insight into what consumer wants

  • The ad campaign

11 -12

Presentation of 10 Group Projects



Learning Outcome

The students will have the beginnings of an ability to objectively evaluate a design from the point of view of its formal components. The students will be able to construct their own strategic and effective design approach to the manufacture of a designed identity.

Student Assessment

  1. Final Written Examination: 50%

    Students are tested as to whether they have achieved the objectives of the course through analysis of graphics and essay questions. Grading is based on their comprehension and application of what they learn during the course.

  2. Continuous Assessment: 50%

    Continuous assessment components may include:

  • ​Class Participation
  • Design and create a brand identity – Students form into groups of five. Each group is given a topic to create a brand identity which includes not less than five of the followings:
  • Poster for an ad; pamphlet; letterhead and business card; signage; interior & exterior; vehicle; packaging; uniforms and ephemera.
  • Each group is judged in its presentation to its peers with allowance for individual member’s merit to be reflected in the grades. The criteria for judging is based on (1) concept and strategy, (2) content, (3) public appeal (form) and (4) delivery. There is Q & A after each presentation. The class is encouraged to give comments and discuss on the group presentation.
  • Each group is also required to submit hard and soft copy of the design materials, brainstorming sketches, PowerPoint slide presentation and a single page report. A paragraph on individual contribution to the project has to be included in the report.


  1. Students are given notes and PowerPoint slides.