Brand Driven Design

How to design brand concepts for products and services

Due to the digital revolution, products and innovations tend to commoditise rapidly. More than ever, a strong brand experience plays a vital role in convincing consumers to become loyal to your brand. This Master Class is about how to develop brand driven concepts for products and services.


Innovations should be in-line with the brand, or preferably, strengthen the brand. Ideally, they are tuned with all the other touch points the consumer experiences, in order to create a durable bond between the consumer and the brand.

At the heart of every innovation is a concept that connects the concerns of all stakeholders. The physical product, accompanying services, and the retail experience are nowadays inextricably intertwined. An integrated approach is important in order to stay relevant in a highly competitive field.

Learning Objectives

During this master class you will:

  • understand how to use the strength of a brand;
  • understand what a product concept is;
  • learn what it takes to translate a brand into an enchanting concept;
  • learn to develop a brand driven workshop;
  • learn how to be able to judge whether it is good enough;
  • learn how to make sure a concept is taken further.


  • The theory behind brand driven design
  • Cases and examples of brand driven design
  • A 4-step process for developing brand driven concepts
  • A framework for applying brand driven design in workshops


9:00Registration and welcome drinks
9:30Introduction and overview
Overview of the master class, aims and structure, expectations and background of the participants. 
10:00Lecture - Brand driven design?
A crash course branding and why brand driven design is becoming more and more relevant.
11:30How to develop brand driven concepts - including case studies
How a brand and design can resonate and create competitive advantage. Presenting a framework on how to design brand driven concepts, using the strength of a brand. 
At Industrial Design Engineering
14:00Workshop part 1
In this first workshop we will apply the framework, steps 1 and 2. 
16:00Case study
By guest speaker with examples from practice. About the impact of brand driven design in real life. 


Wrap-up and conclusive thoughts 
Till 17:30
9:30Lecture - What is a (brand driven) product concept? How to judge them?
About how to develop brand driven concepts/ideas and how to judge them? When are they good enough?
10:30Workshop part 2 - steps 3 and 4 of the framework
This is the sequel of yesterday's workshop in which we develop an enchanting concept that fits the brand and the future context. 
14:00Pressure cooker with a guest company - Practicing with brand driven design
A mini workshop with a guest company in which we design a product concept for them in 75 minutes!
16:00Workshop - how to apply the theory in your own work?
Deconstructing the examples of the participants. What could be done better in the future? What are the hurdles to take?
17:00Wrap-up and conclusive thoughts
17:30Drinks and closing
Till 19:00