Abstract
In July 2019, students from CSU Long Beach and Hamburg HAW University participated in a two-week international brand design workshop hosted in Hamburg. Thirty-five international students participated in the workshop, sponsored by both universities and Landor Brand Consulting and Design Agency. This included fifteen students from Los Angeles, who teamed up with twenty students from Hamburg to form small focus groups to research/propose ideas for the simultaneous brand introduction of a Mini Cooper Self-Driving/All-Electric Vehicle in L.A. and Hamburg for the year 2020. Students from both universities were mixed together in small groups to undertake research on cultural differences between vehicle owners/users in Los Angeles vs Hamburg. During the workshop, students learned more about each other’s cultural values, which created new and unforeseen challenges for the brand design process. For example, students from Hamburg had to work with their team members from L.A. to learn about the car ownership and car-sharing culture in L.A., while students from L.A. discovered that young generation in Hamburg is more interested in public services and ride-sharing. Through a series of lectures, students learned about the current state of self-driving vehicles and the car industry, design history of Mini Cooper and UX/UI best practices. Students also received critique from top designers in Landor Consulting Agency. This paper discusses the challenges/novelty of making international design workshops, and how a multi-cultural international exchange can help students in different design programs to collaborate with the industry and gain the first-hand experience.
Presenters
Sam AnvariAssistant Professor - Graphic Design Program Co-Head, School of Art - Graphic Design Program, California State University Long Beach, California, United States Tor Hovind
California State University Long Beach Sven Vogel
Professor Graphic Design , Department Design HAW Hamburg University
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Brand design, Service Design, Design Culture, Design Social-Research, Design and
Digital Media
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