courses

com Ricardo Lopes

Dates: May 12, 14, 19, 21, 26 and 28
Mondays and Wednesdays
Hour: 19h to 21h
Duration: 06 meetings
Audience: general interested parties
Investment: R $ 480,00

Online course
Live, via video conferencing platform
Recorded classes available for a limited time only
Course includes certificate at the end

Brand building for cultural institutions is an ongoing and systemic process, permeated by the objectives, modes of operation, concepts, programming and audiences specific to each project. More than just thinking about a visual identity, it is about reflecting on how the brand is built based on an integrated vision of strategy, design and content — looking inward and outward, at the present and at what we want to project in the future.

This course is an invitation to think about the challenges and possibilities in building a brand/identity, understanding the role of design beyond aesthetics. Through case studies, dynamics and discussions, participants will be invited to develop a more conscious and strategic view of the role of the brand as a link between cultural institutions, their audiences and the contemporary world.

Agenda

Class 01 – Introduction

• Brand, identity and branding: what it is and how it is seen
• Cultural institutions: creative subjects and communication and design challenges
• Brand building

Class 02 – Strategies and processes in brand building

• Reflect what you are and be recognized as
• Design, systemic intelligence: beyond the visual
• Briefing as an investigative process

Class 03 – Design and brand building

• Creative processes
• Look at what you do to build who you are
• Visual identity: coherence, personality and innovation

Class 04 – Digital in brand building

• Thinking about digital and in digital
• This is not a post: proprietary strategies and a changing spirit
• Metrics vs. Goals vs. Audiences

Lesson 05 – Image is everything – and content even more so

• Image and content: contributions to brand building
• Beyond text: formats and audiences

Class 06 – Brand experience: much more than visibility

• Living a brand: people's experience and brand perception
• Products and brand value extension
• Being today and designing for the future: brand building

Ricardo Lopes

Ricardo Lopes is a professional with over 15 years of experience in cultural institutions and projects, working in the areas of communication, strategy, content, design and project management, both in the public and private sectors. He holds a degree in Social Communication from the Federal University of Minas Gerais (UFMG) and the Higher Institute of Social and Political Sciences of the University of Lisbon (ISCSP), with specialization in creative processes, strategy and branding.

He is currently Design Manager at Inhotim, one of the most important contemporary art museums in Brazil and the world, where he has worked for eight years. During this time, he was responsible for implementing the institution's first in-house design studio. He also coordinated the digital area, leading the restructuring of the website and the creation of a new digital language for the museum – a project awarded at the Brasil Design Awards in 2022.

MAM friend has 20% discount. Be part!
Students, teachers and retirees have a 10% discount
Doubts:
cursos@mam.org.br
WhatsApp: 11 99774 3987

By participating in this activity/event, you authorize, free of charge and definitively, MAM – Museu de Arte Moderna de São Paulo, to use your image, voice, biographical data and characteristic signs, captured in video, audio, photography and prints, for the purposes of recording, disseminating and promoting the Museum's activities, in any means, vehicles, supports, media, methods and technologies, tangible or intangible. If you do not want your image to be disclosed, please inform MAM (cursos@mam.org.br)