Finding Brand

Course Details
  • Course Number ADC-2413-A
  • Day(s) W
  • Dates Jun 05 - Aug 14
  • Hours 06:30PM - 09:00PM
  • Ceus 2.50
  • Cost 335.00
  • Additional Fees 0.00
  • Status Open
  • Location To Be Announced

Description

Business strategy identifies the core values of an organization and product as a touchstone to decision-making. This course will blend the creative and analytical points of view, such as marketing and soft skills, to effectively communicate these values (and differences) so that the product becomes category defining, and the logical selection for consumers faced with competing market choices. Through an exploration of competitive contextualization and market opportunity, we will cover how to define the product fingerprint to elevate the organization and product beyond commodity and into valuable brand property. Cross-cultural sensitivity and intellectual property considerations will be considered, and use of traditional and new media in broadcasting the brand will also be addressed.

Instructor

Steve Cranford

Chief executive officer, Whisper

Education:

BS, Pittsburg State University; JD, Washburn University

Clients include:

BigBand Networks, Qantas Airways, NBC Universal, Seagram International, AccuWeather, March of Dimes

Publications include:

Financial Post, Fast Company

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Build an Integrated, Big Idea Portfolio: It's What You Need to Get a Job Today

Course Details
  • Course Number ADC-3936-A
  • Day(s) T
  • Dates Jun 04 - Aug 06
  • Hours 06:00PM - 09:30PM
  • Ceus 3.50
  • Cost 470.00
  • Additional Fees 0.00
  • Status Open
  • Location 136 West 21st Street

Description

Whether you're thinking of creating an ad portfolio or already have one, whether you're a writer or an art director, in order to break through the crush of portfolios out there you need a portfolio with big ideas. You need ideas so big they trigger many multi-channel executions. To put it into perspective, ideas that only work in the print medium won't get you hired. Today's book needs to show an understanding of large-scale conceptual thinking in all media. This course will explore how to conceptualize and develop a quality, big idea portfolio by creating campaigns that can stretch across Web, mobile, social, ambient, viral, guerilla, print, outdoor, etc. As a bonus, I'm going to help you diversify your book so it shows off your strengths and hides your weaknesses. Get all the tools, techniques, principles, methods, strategies and practical skills you need to build an inspired portfolio that can put you in the strongest position to get the most creative and interesting work possible. (A custom-made layered PSD template of digital and rich media Internet banners will be made available to help get your work looking more integrated and modern than ever.) Even copywriters will find these techniques useful. We all had to start somewhere, and the best way to move in-or move up-is by presenting the strongest portfolio possible. I know what today's creative directors look for in new talent-I want your portfolio to be sought after.

Instructor

John Rea

Group digital creative director

Education:

BFA, School of Visual Arts

Professional experience includes:

McCann-Erickson, Wells Rich Greene BDDP, J. Walter Thompson, Rolling Stone

Accounts include:

Coppertone, Volvo, Coca-Cola, HBO, Intel, AdCouncil/MADD, Paramount Pictures

Awards include:

Art Directors Club, International Film and Gold Award, Effie; International Film and Television Festival; Cannes International Advertising Festival; Adweek’s 100 Best; Art Directors Club; Type Directors Club; Archive; Graphis

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Textile Printing: An Introduction

Course Details
  • Course Number FGC-3552-A
  • Day(s) W
  • Dates Jun 12 - Aug 14
  • Hours 06:00PM - 10:00PM
  • Ceus 3.50
  • Cost 470.00
  • Additional Fees 145.00
  • Status Open
  • Location 133/141 West 21st Street

Description

This course is geared toward fine artists, illustrators, graphic designers and emerging fashion designers. Various methods of printing on fabric (from silkscreen to block printing and stencils), step-and-repeat color separation used for bolts of fabric and "engineered" images for pre-made piece goods such as jackets, hats and patches will be demonstrated. Students will use textile inks that are permanent and washable for professional results. Print on canvas, T-shirts or totes, or start your own T-shirt business and know what to buy and where to buy it.

Instructor

Larry B. Wright

Master printer, Larry B. Wright Art Productions. Formerly, assistant to Robert Rauschenberg; co-founder, art director, WTC News

Represented by:

Keys Gallery

Clients include:

Robert Rauschenberg, Andy Warhol, Joseph Kosuth, Romare Bearden, Larry Zox, Dan Christensen, Larry Poons, Keith Sonnier, Art Spiegelman, David Sandlin, Malcolm Morley, Meyer Vaisman, Donald Baechler, Sarah Charlesworth, David Prentice, Michael Steiner, Michael Goldberg, Al Taylor, Michael Knigin, Leo Castelli Gallery, Fabric Workshop and Museum, Victoria’s Secret (Limited Brands)

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Project Management

Course Details
  • Course Number PDC-2526-A
  • Day(s) TH
  • Dates Jun 06 - Aug 15
  • Hours 06:30PM - 09:30PM
  • Ceus 3.00
  • Cost 395.00
  • Additional Fees 0.00
  • Status Open
  • Location 133/141 West 21st Street

Description

To implement any type of project-from the creation of a marketing campaign to a simple brochure-it is necessary to manage a variety of tasks. This course will address the stages involved in effective project management: initiating an account, corresponding with clients, collecting information (technical, financial, historical), coordinating schedules and costs. The hiring of staff and working with human resources departments will also be covered.

Instructor

Gabriela Mirensky

Partner, director of client service and business development, Alfalfa Studio

Education:

BA, Universidad Autónoma Metropolitana; MFA, CCNY

Professional experience includes:

Director, Competitions and Exhibitions, AIGA

managed projects in collaboration with:

Chermayeff & Geismar, Gensler, Milton Glaser Inc., Pentagram

Publications include:

The New York Times Magazine, HOW, Print, I.D., Folk Art

Awards include:

AIGA 50 Books/50 Covers, New York Book Show, SEGD Awards

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