SUBMIT
Tech Heart
Harbour.Space University

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
RESERVE MY SPOT

We offer innovative university degrees taught in English by industry leaders from around the world, aimed at giving our students meaningful and creatively satisfying top-level professional futures. We think the future is bright if you make it so.

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

Session 1

Introduction to Brand:
What is brand and why does it matter?
Coursework: brand presentation

Session 2

Presentations Group 1 +
An interactive evaluation of the history of brand, based on assigned course research.

Session 3

Presentations Group 2 +
Brand personality, your target audience and user experience design.
Deadline Assignment 1: micro-essay on the value of brand for digital business

Session 4

The psychology of brands and brand archetypes. Deadline Assignment 2: Agile Brands

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