Visual Identity Branding: from Discovery to Logo and Design Language

New
·

4 - 6 Weeks

·

Cohort-based Course

Learn the ins and outs of distinctive visual identity design with Amy and Jen of Hoodzpah.

This course is popular

26 people enrolled last week.

Clients have included

Disney
 SeatGeek
Industrial Light & Magic
Nike
Hulu

Course overview

Battle-tested process for running a successful visual identity design project

★★★★★ (4.8 / 5)

Course rating from 81 previous students


96% of attendees said they'd recommend this course to a friend



Since Jen and Amy Hood founded Hoodzpah in 2011, they’ve worked on hundreds of brand identity projects, including banner work for clients like SeatGeek, Industrial Light & Magic, Nike, Red Bull, The Athletic, and Disney.


Amy and Jen will share their tried and true blueprint for running a a visual identity exercise: from client management to discovery, executing strong creative, presenting work in a compelling way, and creating a final brand book.


Live sessions will make for a collaborative and fun experience. Gain confidence in your approach and skills while you connect with other creatives!



What is covered in this course:

✔ Visual Strategy and Discovery

✔ Logo

✔ Typography

✔ Color

✔ Design Language

✔ Proof Decks

✔ Brand Book



Prerequisites to get the most out of this co-hort:

— Access and proficiency in Adobe Illustrator and Photoshop

— Access and proficiency to a deck layout tool like Figma, Adobe InDesign, Keynote, or Google Slides (any one is fine)

— Basic understanding of the principles of graphic design

Who is this course for

01

In house creatives who want to grow their visual identity skills to better create for their brand.

02

Agency creatives who want to offer a better visual identity experience to new and existing clients.

03

Independent creatives and studios who want to upgrade their process and learn the best practices for visual identity design.

What you’ll get out of this course

Set a visual identity project up for success through a Discovery phase

Learn how to uncover insights on the brand's core audience, competitive landscape, product/service differentiators, brand personality, and more. This information will determine what design decisions you make, and will help you create terms for success.

Define your brand strategy or goals

We'll break down how we create a strategy for clients to sign off on before we kick of any creative. Getting this early buy-in sets good expectations and engenders trust before you ever present creative.

Identify what makes a logo distinctive

We'll dive into real projects and proofs to show you how to create a logo that tells a unique story and has a distinct look amidst the competition. Apply these learnings as we design together in real time in class.

Curate supporting typography, color and design themes for a memorable visual identity

A visual identity is more than a logo. Learn how using type, color and design themes consistently can create a powerful and memorable visual identity across many touchpoints (print, digital, experience, etc.).

Learn to effectively communicate design thinking to your brand client

Winning buy-in and getting approvals relies on you making a strong case to your client, tying your creative decisions back to the brief and discovery. We'll share our best tips for presentation meetings, making proofs, gathering feedback, and navigating unhappy clients.

Develop a process you can feel confident in, from onboarding to brand launch

From the discovery and strategy phase, to design, to client hand off, and the brand launch, we'll share our A-Z roadmap. Get a sense for standard timelines, file organization methods, and more.

Connect with Hoodzpah and course peers on live calls

Meeting your teachers and peers live via web calls will be an invaluable aspect of this course! Ask specific questions, compare notes with others, and build a network of fellow creatives you can tap even after the course ends. We want this to be educational but also fun.

This course includes

6 interactive live sessions

Lifetime access to course materials

In-depth lessons

Direct access to instructor

1 project to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Aug 17—Sep 21
Oct 3—Oct 30
Expand all modules
  • Week 1

    Aug 17—Aug 18

    Week dates are set to instructor's time zone

    Events

    • Aug

      17

      Session 1: LIVE

      Sat, Aug 17, 5:30 PM - 7:15 PM UTC

    Modules

    • Brand Identity Group Project

    • The Good, The Bad, and The Ugly

    • Understanding Your Client

  • Week 2

    Aug 19—Aug 25

    Week dates are set to instructor's time zone

    Events

    • Aug

      24

      Session 2: LIVE

      Sat, Aug 24, 5:30 PM - 7:15 PM UTC

    Modules

    • The Discovery Process

    • Brand Strategy

    • A Streamlined Process

  • Week 3

    Aug 26—Sep 1

    Week dates are set to instructor's time zone

    Events

    • Aug

      31

      Session 3: LIVE

      Sat, Aug 31, 5:30 PM - 7:15 PM UTC

    Modules

    • Distinctive Logos

  • Week 4

    Sep 2—Sep 8

    Week dates are set to instructor's time zone

    Events

    • Sep

      7

      Session 4: LIVE

      Sat, Sep 7, 5:30 PM - 7:15 PM UTC

    Modules

    • Type & Color

    • Design Motifs

    • Maintaining Consistency Across Various Applications

  • Week 5

    Sep 9—Sep 15

    Week dates are set to instructor's time zone

    Events

    • Sep

      14

      Session 5: LIVE

      Sat, Sep 14, 5:30 PM - 7:15 PM UTC

    Modules

    • Client Communication

    • Brand Guidelines

    • Brand Identity Reveal & Launch

    • Client Handoff

  • Week 6

    Sep 16—Sep 21

    Week dates are set to instructor's time zone

    Events

    • Sep

      21

      Session 6: LIVE

      Sat, Sep 21, 5:30 PM - 7:15 PM UTC

    Modules

    • Class Project Review

    • Attracting the Right Clients

    • Proposals and Packages

    • Q&A Session

What people are saying

         If you love seeing other designers processes and learning little things to implement into your own, you’ll love it!
Lyndon Gehman

Lyndon Gehman

Founder, Lyndo Design
        I got WAY more than I expected out of this workshop. My brain hurts in the best way. Can't wait to dive even deeper to some of the resources and tools we touched on today. Huge thanks to the Hood sisters for being so generous with their skills and knowledge.
Rosie Tulgetske

Rosie Tulgetske

        This workshop was pure GOLD! It was packed start to finish with so much value it felt illegal to watch! Thank you to the Hoodzpah sisters for being so transparent and authentic. I feel so inspired now to improve my processes and "get a little weird". 100/10 would recommend this workshop to all creatives out there!
Kristen D

Kristen D

        Hoodzpah overdelivered yet again with this one! As someone who has watched many branding tutorials, I've hear the "basics" quite a bit. I was hesitant to pay for this workshop but I'm so glad I did. Amy and Jen give insights into process, creative, and business in such easy-to-implment ways. Can't wait to begin implementing these principles...
Tatum B

Tatum B

        I think this was the most comprehensive and concrete workshop I have ever done. Having the opportunity to communicate with two professionals in the industry on what is involved in payments, workflow, customer research and proposing is crucial today in order to understand customers and make them understand our work (and also our potential). 
Pietro Paciullo

Pietro Paciullo

        Can't overstate how amazing this workshop was! It felt like I was hanging out with two of my very knowledgeable and enthusiastic friends. The Hood sisters are incredibly generous with their knowledge and really held nothing back... The community of designers who joined were also a fun and unexpected bonus.
Dom

Dom

Meet your instructor

Amy & Jen Hood

Amy & Jen Hood

Amy and Jen Hood are co-founders of Hoodzpah, a Southern California brand identity and type design studio founded in 2011. They’ve collaborated on projects with Disney, Hulu, Nike, The LA Lakers, RedBull, Industrial Light & Magic, SeatGeek and more. Their work has been featured on Brand New, The Dieline, Communication Arts, and AIGA's Eye on Design.


Amy and Jen are co-authors of Freelance, and Business, and Stuff: A Guide for Creatives (Rated 4.5 stars on GoodReads) a book about the business side of creativity based on the Professional Practices course they taught at Laguna College of Art + Design. You can catch their retail fonts used everywhere from Andy Samberg movies to Lizzo music videos. And yes, they're twins 😁.

A pattern of wavy dots
Join an upcoming cohort

Visual Identity Branding: from Discovery to Logo and Design Language

Cohort 1 (Aug - Sept • Saturdays 10:30am - 12:15pm PT)

$400

Dates

Aug 17—Sep 21, 2024

Payment Deadline

Aug 16, 2024

Cohort 2 (October • Thursdays 3-5:30pm PT)

$400

Dates

Oct 3—30, 2024

Payment Deadline

Oct 2, 2024
|

Bulk purchases

Course schedule

2 - 4 hours per week
  • August Cohort 1: Saturdays

    6 weeks • 1 class/week • 1.75 hr session

    10:30am – 12:15pm PT on Saturdays from August 17–September 21, 2024

  • October Cohort 2: Thursdays & Tuesday

    5 weeks • 1 class/week • 2.5 hr sessions

    3:00pm – 5:30pm PT on Thursdays from Oct. 3–24, 2024

    + 1 hr session on Tuesday October 29, 2024 to end

  • Class project

    Optional

    Work on the class project at your own pace and submit for feedback in the online community or during live sessions.

Free resource

Visual Identity & Branding Live Q&A

Get a preview of the content, the vibes, and the instructors of the Visual Identity Branding cohort through this free, (and LIVE!) Q&A with Amy & Jennifer Hood. This course will aim to be as transparent and helpful as possible.

Watch this free resource

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Frequently Asked Questions

What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?

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A pattern of wavy dots
Join an upcoming cohort

Visual Identity Branding: from Discovery to Logo and Design Language

Cohort 1 (Aug - Sept • Saturdays 10:30am - 12:15pm PT)

$400

Dates

Aug 17—Sep 21, 2024

Payment Deadline

Aug 16, 2024

Cohort 2 (October • Thursdays 3-5:30pm PT)

$400

Dates

Oct 3—30, 2024

Payment Deadline

Oct 2, 2024
|

Bulk purchases

$400

4 - 6 Weeks