Brand and Purpose Driven Design

IDE Design Master Class for Professionals

How to design on 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. Not only for commercial companies, but also for non profit organisations and even governmental institutions. The purpose of the company or institute that offers the product plays an increasing role in this. This Master Class is about how to develop brand and purpose 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 touchpoints of the consumer experience, 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.

This course is intended for product managers, product owners, designers and marketeers. Actually for everyone involved in strengthening brands through new products and services.

Learning Objectives

During this master class you will:

  • get a crash course branding and learn more about the future of brands;
  • understand what a brand driven product concept is;
  • learn what it takes to translate a brand into an enchanting concept;
  • learn to apply a framework for a brand driven approach;
  • learn how to be able to judge if your ideas fit and are good enough.


  • The theory behind brand driven design
  • Models and perspectives to validate your designs
  • 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


Jeroen van Erp

Jeroen van Erp was full Professor of Concept Design at IDE, TU Delft (2015-2021). He is one of the founders of multidisciplinary design agency Fabrique (1992), that has grown through the years into an international strategic agency with studios in Amsterdam and Rotterdam.


9:30 Lecture - 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?
10:30 Workshop 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. 


at the Faculty of Industrial Design Engineering

14:00 Pressure cooker with a guest company - Practicing with brand driven design
A mini workshop with Brand Guru - Eugene Bay –. in which we design a product concept for them in 75 minutes!
15:30 Break
16:00 Workshop - 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?
17:00 Wrap-up and conclusive thoughts
17:30 Drinks and closing
Till 19:00

Practical Information

How to prepare?
Please think of an example of your own professional career where a brand driven project failed or succeeded.

To read
The preparation material (including case studies, reflection questions, and relevant articles) will be sent as a PDF by email. Hand-outs of all lectures will be provided with space for personal notes. All materials provided are included in the course fee.

After the course
Two months after the course, a pre-set consultation timeslot will be offered to all participants to share experiences and ask questions to the IDE Master Class. The format and the timing will be discussed with the participants during the IDE Master Class.


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