RESERVE MY SPOT

Isabel Serval is a London based senior creative copywriter and brand strategist. She lends her creative skills to creative, digital and advertising agencies such as DigitasLbi and SapientRazorfish for a wide range of clients, among which Timberland, RBS/Natwest, UBS, Jade by HSBC Premier, Nestle and Scania as well as London tech companies such as global meet-new-people app Badoo, mortgage disruptor Habito and fintech giant PayPal. She designed the voice and tone for Harbour.Space University and was previously Head of Creative Communications at production agency jelly London.

Research/Academic Interests:
brand strategy, sociology, psychology, behavioural economics, political theory

This course won’t teach students how to become copywriters, creative directors or brand strategists. Rather, it will teach how to develop a brand in collaboration with the right creative people. They will learn what makes a good copywriter, creative director or brand strategist for their business, so they can get the best team together right from the start.

Successful, leading brands always have a bespoke, crystal clear identity and speak with a coherent voice that resonates directly with the brand’s desired audience. That’s why we emphasise recognising good creative – to help young entrepreneurs avoid a common pitfall for tech startups: launching with haphazard branding and tone of voice. Start-up spirit isn’t to be mistaken for “a quick fix”, leading only to early deaths of great ideas.

SKILLS:

- Creative Copywriting

- Brand Strategy

- Ideation

- Blogging

- Online Marketing

- Content Strategy

- Web Content

DATE: 6 Nov - 24 Nov, 2017

DURATION: 3 Weeks

LECTURES: 3 Hours per day

LANGUAGE: English

LOCATION: Barcelona, Harbour.Space Campus

COURSE TYPE: Offline

WHAT YOU WILL LEARN

COURSE OUTLINE

ABOUT ISABEL

BIBLIOGRAPHY

HARBOUR.SPACE 

THE ART OF STORYTELLING IN BRANDING FOR DIGITAL BUSINESS

Every great service, product or idea needs to find its way to the people who want and need it. In an oversaturated world, ways to reach target audiences are ever more creative and elaborate. This module explores the art of storytelling in brand, and copywriting specifically as part of brand identity and marketing. Students will learn what makes a good brand, how to tell a story and how to recognise good creative copywriting for digital business.

ISABEL SERVAL

Senior Creative Copy and Brand Strategy Consultant at Sapient Razorfish_, DigitasLbi

HARBOUR.SPACE UNIVERSITY

DATE: 6 Nov – 24 Nov, 2017

DURATION:  3 Weeks

LECTURES: 3 Hours per day

LANGUAGE: English

LOCATION: Barcelona, Harbour.Space Campus

COURSE TYPE: Offline

THE ART OF STORYTELLING IN BRANDING FOR DIGITAL BUSINESS

The Agility Paradox

by Landor

All Marketers are Liars
by Seth Godin