On August 29th, Emanuele Cappelli, Designer & Founder of Cappelli Identity Design, delivered a lecture on the Dynamic brand methodology as part of the Strategic Design course led by Pier Paolo Peruccio, a renowned Design Historian and Visiting Professor at Tecnológico de Monterrey, Mexico.
During his presentation, Cappelli introduced a strategic approach to brand identity design that moves beyond speculative elements, focusing instead on corporate values. This methodology enables brands to engage effectively with their audience, fostering authentic and lasting relationships.
Cappelli emphasized, “For a brand to succeed, it needs to be more human! The speculative approach doesn’t take us as far as it was once believed.”
The event provided a valuable opportunity to share ideas and inspiration with the Product Design students at the campus.
