Double Master’s in Branding, Packaging & Visual Identity

You will explore creativity as a way of seeing the world and generating original solutions to common problems. Discover how a creative mind works and how to enhance it in your daily life. Analyze real cases and complete exercises that will help you apply creative thinking directly to communication projects, strengthening your ability to innovate and stand out.

You will study the most common consumer profiles in marketing, analyzing their emotional, psychological, and technological behaviors. You will learn how different groups adopt technology, what motivates them, and how they communicate, enabling you to identify their needs and connect with them more effectively.

You will explore how technology is transforming the relationship between brands and consumers. Key trends such as neuromarketing, the Internet of Things, artificial intelligence, Big Data, 3D printing, and augmented reality will be reviewed, understanding their impact on user behavior. Rather than becoming an expert in each, you will learn to identify the potential of these innovations to apply them strategically in branding and communication.

Tablets and smartphones have become fully integrated into our daily lives, acting as constant channels through which information and content flow at high speed. Their adoption has transformed how we consume and interact with brands. Understanding this dynamic will enable you to engage with consumers naturally and non-invasively.

You will understand that today no brand is limited to one-way communication. You will learn to build human, lasting relationships with clients, delivering real value to society and showing genuine commitment to the issues and causes that truly matter. You will develop the ability to convey honesty and consistency to connect meaningfully and durably with your audience.

You will explore how everything around us is changing: how we shop, what we eat, how we find partners, manage our time, travel, and interact with our environment. You will analyze the small changes that shape this constantly evolving reality and delve into the reasons driving them.

You will learn how brands build their identity and connect with society in a constantly changing digital world. You will see that everything communicates: from a logo or advertisement to the scent of a store or an employee’s uniform. You will analyze how brands integrate into culture, develop strategies beyond communication, and use visual branding to convey personality and achieve recognition.

You will understand how the digital environment opens new ways for brands to connect with consumers. You will learn to master the language of digital marketing and explore all disciplines that link brands, consumers, and technology. The goal is to gain a broad, strategic perspective that allows you to fully leverage the opportunities offered by the digital era.

You will learn to design, plan, and analyze a brand’s digital presence with a strategic and practical approach. Discover how to create a realistic and effective Social Media Plan, tailor content for each platform, design paid campaigns, and measure the results that matter. Beyond using AI tools, you will develop observation, analysis, and strategic decision-making skills through practical exercises simulating the day-to-day challenges of a social media manager.

You will analyze why some brands fail to have a voice and how others lose credibility trying to be everywhere. You will understand that a brand needs to find its own purpose beyond selling products and learn to identify connection points with a specific audience. This subject will teach you to turn those connections into authentic stories that engage and captivate consumers.

You will explore how a brand translates into packaging design capable of communicating, differentiating, and attracting. You will learn the history of packaging, the strategies a product needs, and the narrative it should convey. You will analyze references and trends across different sectors to understand what works in the market. This knowledge will enable you to conceptualize a product, define its values, and design packaging that captivates customers at the point of sale.

You will discover how to design packaging that is not only attractive but also functional and consistent with brand identity. You will analyze the requirements a product must meet to be viable for transport, storage, and use. You will study the different types of packaging available on the market and learn to select the most suitable for your proposal. Finally, you will develop your own designs considering form, function, and communication.

You will explore how graphic design can transform packaging into a strong, memorable visual identity. You will learn to define a product’s look & feel using images, typography, color, and composition. You will work on content hierarchy and graphic resources that communicate clearly and capture attention on the shelf. The goal is to apply graphic design strategically to reinforce brand value and personality.

You will delve into structural packaging design, learning to create both containers and wrapping that protect, optimize, and enhance the product. You will study key technical aspects to ensure products reach consumers in perfect condition. You will work with shapes, dimensions, materials, opening systems, folds, and protective elements, as well as strategies to reduce waste and facilitate recycling.

You will explore in detail the main production methods applied to packaging, understanding what systems exist, how they work, and the advantages each offers. You will learn about the most commonly used materials, inks, substrates, and finishes, selecting the right ones according to the product’s needs. You will also discover their possibilities, limitations, and how they affect the final outcome.

Software learning lab for Adobe Creative Cloud, where you will work with InDesign, Illustrator, Photoshop, and Lightroom. Resources and exercises are structured across three difficulty levels: beginner, intermediate, and advanced. You will receive guidance from a professional instructor expert in these tools. Duration: 6 weeks, running alongside the introductory workshop and the first subject.

You will learn to identify the essential elements of a professional brief and translate client objectives into clear creative direction. You will understand how communication strategy guides all project decisions and develop the ability to synthesize information precisely and actionably. This workshop offers a practical and fluid understanding of an indispensable tool for working effectively as an art director.

AI has arrived to revolutionize the communication sector as well. Beyond its benefits in process optimization and quality of results, it will change the skills professionals need. This workshop provides the foundations to start familiarizing yourself with and mastering a tool that is already shaping the most competitive profiles in the industry.

You will learn to strengthen your business mindset and transform a creative idea into a profitable and sustainable venture. You will discover the keys to turning projects into real opportunities, exploring areas such as strategic planning, resource management, market analysis, and value proposition.

You will explore the principles of Design Thinking through a new perspective on collaborative design that places the user at the centre and rethinks and adapts traditional design processes. You will acquire the tools needed to develop new methodologies in creative and entrepreneurial processes, using the latest techniques such as Manual Thinking, SCAMPER and lateral thinking.