RBA guides new designers to discover the world of branding
Another academic journey has come to an end and, once again, Fabrizio Bernasconi – founding partner and managing director of RBA – has guided a new generation of young design talents in acquiring the skills, expertise, and knowledge essential to creating successful brands.
In Milan, Fabrizio held the role of lecturer in Packaging Design within the Graphic Design and Art Direction BA course offered by NABA. From this now more than decade-long experience, Fabrizio emphasizes: “I have always been convinced that a product’s packaging is first and foremost a strategic element for the brand. For this reason, I have been committed to communicating to my students the importance of being creative partners for clients, supporting them in refining their skills in the field of communication.”
The result? A training for real visual business managers equipped with a much broader perspective than that traditionally offered by graphic design. The course taught by Fabrizio covered several topics, including the importance of brands in today’s world, the central role of the consumer, brand identity, the anatomy of a brand, and methodologies for creating a strong brand identity through design.
“We have, of course, combined the theoretical part with a more practical one, such as brand packaging projects, a visit to the Packaging Premiere Exhibition and the actual creation of a packaging. I also took my students to experience first-hand the RBA offices here in Milan, where they were able to meet successful designers and breathe the exciting atmosphere of a constantly vibrant branding hub,” continues Fabrizio.
But RBA’s educational commitment doesn’t end here. In fact, Fabrizio also taught the course in Brand Management and Experience this year, which is part of the online master’s degree in Consumer Behaviour and Neuromarketing at the Rome Business School.
The module taught by Fabrizio aims to introduce branding as a fundamental tool both commercially and culturally. The students had the opportunity to discover how branding works, why it is essential to capture the consumer, and how it will evolve in the future.
Among the topics addressed during the course, Fabrizio chose to discuss brand identity, brand vision and brand strategy, as well as the management of products in highly competitive digital environments. All this was accompanied by the crucial role of creativity within the design process of winning brands.
Congratulations to Fabrizio and RBA Design for once again guiding young talents in the industry to discover the thousand facets of branding, packaging and design!
