Available in 2022
Course code



10 units


2000 level

Course handbook


This course explores visual design approaches to the development, construction and communication of brand identities. It examines how brand identity operates within historical, social, and commercial contexts, and looks at the application of brand identity design to conceptual and physical spaces, experiences, campaigns and environments. Through a combination of research and project-based learning students will develop the creative, theoretical, and technical expertise required to effectively communicate the identified philosophies and strategic brand messages of organisations, events, and individuals.

Student projects may involve work integrated or research integrated learning opportunities; projects that involve external stakeholders; group/collaborative projects; speculative or more theoretically oriented projects; professionally oriented projects; projects based on competition or award briefs.


Newcastle City Precinct

  • Semester 1 - 2022

Replacing course(s)

This course replaces the following course(s): DESN2031. Students who have successfully completed DESN2031 are not eligible to enrol in DESN2221.

Learning outcomes

On successful completion of the course students will be able to:

1. Implement self-directed visual and contextual research for branding and identity design outcomes;

2. Complete brand identity projects to production ready standards;

3. Engage in ongoing testing, reflection, critique, and refinement during the design process;

4. Apply visual identities to spatial and environmental contexts;

5. Collaborate effectively as part of a team.


  • The construction of brand identity 
  • Forms of branded content and media
  • Historical, cultural, social, and commercial contexts for identity
  • Analysis of creative briefs and brand identity objectives 
  • Branding and identity solutions informed by design and market research
  • Concept and content generation in support of key client objectives
  • Collaboration, and client/designer/team relationships and strategies
  • Presenting branding and identity concepts for professional practice contexts
  • Technical, creative, ethical, critical and budgetary implications
  • Critical and experimental applications of branded media 
  • Design documentation 

Assessment items

Project: Project 1 40%

Project: Project 2 40%

Online Learning Activity: Online Learning Activity - 20%

Contact hours

Newcastle City Precinct


Face to Face On Campus 1 hour(s) per Week for 4 Weeks starting in week 1

Weeks 1, 2 and 7, 8


Face to Face On Campus 2 hour(s) per Week for 8 Weeks starting in week 3

The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.