ADD204 - Branding Design

Unit details


2024 unit information

Enrolment modes:Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Online
Credit point(s):1
EFTSL value:0.125
Previously coded as:ADV202
Unit Chair:Trimester 2: Jacinta Kay
Cohort rule:Nil

Must have passed 1 unit in ADD105, ADD106, ADT102, ADT103 or ACG103.

From 2025:

Students must have passed 1 unit in ADD105, ADD106 plus 3 level 1 units.

Incompatible with: ACG208, ADV202
Typical study commitment:

Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

This will include educator guided online learning activities within the unit site.

Educator-facilitated (scheduled) learning activities - on-campus unit enrolment:

1 x 3-hour seminar per week

Educator-facilitated (scheduled) learning activities - online unit enrolment:

1 x 3-hour online seminar per week


The unit will introduce the key concepts involved in building a visual brand strategy culminating in the development of a style guide for a real world business. Students will learn branding theories and practices including marketing, positioning, business practices, visual consistencies, stakeholders and practical design issues. These topic areas will be explored in part through a redesign problem for a real world company or organisation.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes

Apply contemporary branding theories and strategies their design practice

GLO1: Discipline-specific knowledge and capabilities


Justify design strategies created through oral presentation

GLO2: Communication


Critically evaluate branding theories and practices to develop comprehensive design solutions

GLO4: Critical thinking


Create assessable solutions to demonstrate problem-solving branding concerns using contemporary digital technologies

GLO5: Problem solving


Draw on global examples and position own work in a global context

GLO8: Global citizenship


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1: Research Project - Brand Personality   30% Week 4
Assessment 2: Proposal - Brand Identity   30% Week 7
Assessment 3: Creative Project - Brand Application   40% Week 11

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

There is no prescribed text. Unit materials are provided via the unit site. This includes unit topic readings and references to further information.

Unit Fee Information

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