Evaluation of Patagonia’s Corporate Identity for Product Development

Project Description

“Strategic Design Language” is about understanding the strategic design process and learning how to translate the complex information gathered from the process into visual design language.  The class helps students build compelling stories from their ideas by creating design language that is spoken in today’s design communities and business world.

Project Details

Course ID6214 Strategic Design Language
Date December 2011
Skills Branding, Identity, Business Model Canvas, Brand Positioning, Competitive Landscapes, Personas
Role Individual Project

Defining Brand Value and Building Global Design Language

  • Brand positioning
  • Brand image
  • Brand identity
  • GPDL (Global Product Design Language)
  • SWOT analysis (Strength, Weakness, Opportunities, Threats)

Research Methods, Analysis & Synthesis

  • Hypothesis
  • Insight and implication
  • Personas
  • Experience map
  • AEIOU analysis (Activities, Environments, Interactions, Objects, Users)

Strategic Design Process

  • Identifying opportunity areas
  • Mind mapping
  • Frame works
  • Platform strategy
  • Interactive visualization

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