Graphic Design - Focus on New media

Master - Florence

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The Master in Graphic Design integrates the knowledge of the tools and technologies, the project culture and methodology with a sensibility towards Visual Communication and its representations.

Particular attention is given to the new media and to the new frontiers of web communication, in order to create professional figures capable of acting within an evolving scenario.

The Graphic Designer figure, today, is particularly dynamic; being not only an expert in Visual Languages, but also a director of Communication Strategies based on the sign that is expressed on physical support in both real locations and virtual environments.

Career opportunities - The Graphic Designer works in advertisement and communication companies, web agencies, publishing houses or as a freelancer in his own facility ; he is able to interact with multiple clients in different fields thanks to a developed versatility. This professional figure, in fact, has the necessary tools to keep updated and anticipate the times, offering innovative solutions to his clients.

  • Start date
    February 2018
  • Duration
    10 months
  • Attendance
    full-time
  • Language
    English

IED Network

Event

NOT AN ARTIST-WEEKEND

From November 17th to November 19th, all the students interested in the Master courses in the Art field are invited to take part as our guests to the rich programme of NOT AN ARTIST-Weekend that will give you the possibility to visit Biennale di Venezia.

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Get an insight: find out more about Master's activities

Target - The Master is tailored for graduates or professionals in graphic, architecture, design, fine arts and advertising. Participants with a professional (two years minimum) experience in the fields of management, communication, marketing, public relations or visual communications (graphic, product, interior, advertising, photography, web or social) are also welcome.

Methodology and structure - The Master has a complete and articulate program thanks to a balanced didactic structure, organized in three main areas: cultural, tools and techniques and project.

The cultural area's main objectives include the acquisition of notions and an effective method of communication of several types of projects. This area includes lectures, classes, workshops and individual studies.
Tools and techniques area aims at the application of graphic design in diverse contexts with particular attention to developing areas (video, social communication, mobile UI/UX, interface design and digital publishing).
The project area is mainly practical and strategic and aims at the complete management of a communication project in all of its phases in collaboration with companies or other external partners.

Lessons and classes are all structured as working briefs and workshops. Participants work on the basis of real briefs which are inserted from the start in a context that reconstructs the dynamics of working companies and studio in multiple contexts such as communication studios, companies or visual departments within institutions. Professors are selected from experts and professionals in the respective fields of teaching.  

In the last editions the Master hosted some exceptional guest speakers such as:

David Moretti - Art Director WIRED Magazine
Marco Cendron - Creative Director with previous collaborations for Mondadori / ROLLING STONE Italy / GQ Italy
Riccardo Luna - Innovation Editor for the newspapaer La Repubblica

  • Cultural area

    • History of Design and Communication

      The course deals with the evolution of visual communication, from the invention of printing to nowadays.
      An overview of design history, underlying the connections among society, culture and technological developments.

    • Sociology and Ethics in Communication

      The historical relationship between the media and society. An introduction to communication studies, starting from the birth of Mass Media, passing through the counterculture, ending up to the New Media. The study of communicational behavior in public and private dialogue and how the need to consider the ethical approach to this field impacts the individuals, the communities and the societies that populate the world today.

    • Visual Communication

      The aim of this course is to explore, to experience and to deepen the essential themes of the visual communication, conceived as a universal language in the contemporary culture. Images are the new words of a collective language who connects all disciplines expressed by the variegated human community.

    • Marketing and Public Speaking

      The different market segments, analysis of the critical factors of success. Aspects of marketing: consumer behavior and needs, product values, consumer satisfaction. Analysis and use of internet as a communication. Communication and public speaking techniques: how to structure theoretical arguments to support a presentation for a communi­cation project.

    • Account Management & Professional Development

      Providing knowledge and skills on communication and strategy to generate ideas and to work addressing the objectives. Seminars on topics in development and understanding, client relationship management, time management, project presentation skills and laws related to communication.

  • Techniques and tools

    • Color & Print

      The course explores how work with colors and the technical challenges and creative opportunities of contemporary design production and how to prepare definitive proofs for production, in both high-end offset and digital printing. Proofreading. Budgeting – production costs. Working with colors, technical challenges and creative opportunities of contemporary design production. How to prepare definitive proofs for production, in both high-end offset and digital printing. Proofreading. budgeting – production costs.

    • Typography & Type Direction

      The course examines how typefaces work and interact, through the analysis of a single glyph and the creation of a complete set of characters. The final result is a complete typeface made with the correct tools (Font Lab Studio) and ready to use. Composition of text-only content, designing pages with balance between the various elements.

    • Adobe Creative Suite - Advanced

      Photoshop / Illustrator / InDesign

       

       

    • Media Design

      Elements of Digital Photography / Video Design / Viral & Guerrilla Marketing / UI/UX Interface & Responsive Design / Digital Publishing: eBook, iBook Author, Adobe .folio / New Media & Interaction Design: ID, Arduino, Kinect and Leap Motion sensors.

  • Project area

    • Creative Process

      Looking at problems or situations from a fresh perspective that suggests differents solutions, involving the discovery of new ideas and concepts.

    • Illustration

      The use of illustration to visually communicate information (drawing, painting, photograph).

       

       

    • Corporate Identity and Coordinate Image

      The strategies of corporations and public bodies; analysis of communication problems, project planning and execution; using brands, typography and colour codes; creating a corporate image handbook. The study of all the elements that create the visual identity of the company (study name, logo, business card, registered paper). The corporate image is designed to be appealing to the public, so that the company can spark an interest among consumers.

    • Copywriting

      Copy is content primarily used for the purpose of advertising or marketing. The Copywriter is the “content writer” and helps to create pay-off for identity, taglines, advertising and to edit online and off-line, content-based, communication projects.

    • Creative Advertising

      Introduction to business communication topics: communicating, informing, promoting. The creative team and the creative process. How the copy strategy turns into a creative idea. Managing creative presentations. Production hints.

       

    • Publishing Design

      Constructing text “stories” and images in the context of complex publications such as magazines, newspapers, corporate brochures, books etc.

    • Packaging and Merchandising

      Considering packaging as the consumer’s initial experience of the product and of brand corporate identity. Studying names, logos, roughs, mock-ups and final products.
      The methods, practices and operations used to promote and sustain the commercial activity. The variety of products available for sale and the display of those products in such a way that it stimulates customers interest.

    • Final Project

      The purpose of the final work is to direct the study path towards the field or area that the students are most interested in and allow them to start the professional career.
      The final project can be developed individually or within a small group and is generally connected to a company, recreating the relationship between commissioner and freelance studio.
      A team of professors and tutors carefully follow the students in the creation of the final work, maintaining high quality standards.
      The final work is necessary to enrich the student’s portfolio that will include, as well as the final work, many of the projects produced during the other subjects.

       

Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Marzia Lodi - Course Coordinator

Marzia Lodi - Course Coordinator
After graduating with a Degree in Architecture at the University of Florence, Marzia Lodi founded the Cultural Association MKN. From event production to expressions of cultural creativity, MKN constantly challenges the concepts and instruments of communication that define and change the multiple elements of Contemporary culture. Marzia Lodi has organized many events including the MUV Music and Digital Arts Festival.From 2008 she is the Academic Coordinator of the Visual Communication Department in IED Firenze. LinkedIn Profile

Cosimo Lorenzo Pancini

Cosimo Lorenzo Pancini
Founder and Creative Director of Studio Kmzero and type designer for Zfonts. Designer and Creative Director for Motion, Print and Advertising. Background in illustration, comic art and gaming development and strong experience in design for multimedia and the web. Interested in mixing new technologies, user experience and visual storytelling. With his partners at Studio Kmzero he wrote and directed short animation videos, developed experimental software and websites, and produced print projects.  

Francesco Canovaro

Francesco Canovaro
Designer and Creative Director for Web, Motion, Print and Advertising. Background in programming, painting and illustration and strong experience in design for multimedia, web design, user experience and interaction design. Interested in mixing new technologies, user experience and new. With his partners at Studio Kmzero he has written and directed short animation videos, developed experimental software and websites, and produced book and print projects, as well as providing a full range of design and consultancy services to clients.    

Marco Innocenti

Marco Innocenti
Designer, illustrator and art director, experienced in copywriting, magazine design, editorial design and type design. Expert in touristic and cultural promotion. Photographer. Co-owner of Kidstudio.

Simone Massoni

Simone Massoni
A Visual Artist who lives and works in Florence. After starting his career as a children’s book Illustrator, he moved his interests to aligned more with visual design and arts. You can find his latest visual explorations in books, magazines, advertising commercials and shows, mainly in US and Europe. Personal profile  

Laura Ottina

Laura Ottina
She is a graphic designer with twenty years of experience in the publishing industry. She worked as project coordinator, art director, layout artist, calligrapher, author and iconographic researcher. Since 2005 she is part of the digital art and visual communication studio Popdesign.

Ingrid Lamminpää

Ingrid Lamminpää
She got her Architecture Degree in 2005 and continued her academic career in Multimedia Communication and Design, completing her Master’s degree a couple of years later. She currently teaches in several institutions in the city of Florence. Her interests are ethics in communication, visual design, digital storytelling and new media communication. She is the screenwriter and executive producer of the video blog www.leidissesi.net and the documentary "Just Say Yes", a journey through the civil rights. The documentary won the jury and the audience award at the Biografilm Festival 2014. LinkedIn

Omar Rashid

Omar Rashid
Creative Director. Marketing director for Multiverso. Omar has a degree from Polimoda, Florence, after which he interned at Givenchy in Paris and became a designer at the Zoo York in NYC. He then returned to Florence where he started his own brand, GOLD. His experiences and transversal figure allow him to be involved in several projects at once: co-founder of Logic (Florentine club), Viral Marketing professor at the IED Florence.  

Alessandro Capellaro

Alessandro Capellaro
Architect (graduated in Firenze in 1997) and Doctorate (2000), in 1998 is in Barcelona in Pep Llinas office. In 2003 opens q-bic studio in Florence. From 2010 is associated with b-arch. Professor in Graphic Design and Visual Communication, Faculty of Architecture, Istituto Lorenzo de Medici and Auburn University of Alabama, since 2009 is a Visual Communications and Presentation Techniques at IED Firenze.  

Massimo Alvito

Massimo Alvito
After a long research path, in 1996 he founded the Communication Agency “Almagreal” with Giulia Reali, working mainly in retail, food, design and finance. The training, based on anthropology, brought him to develop integrated projects of communication, where the strategies of brand and product are focused not only to improve the business performance as in the development of projects focusing on content-mix dedicated.  

Paolo Fiorini

Paolo Fiorini
Gradueted in Economics with a thesis on international marketing, he is a Marketing Consultant and in 2006 founded Kaleidos Comunicazione, a communication, event planning and marketing consulting society. He has been teaching marketing and communication since 1997.

Giovanni Iozzi

Giovanni Iozzi
Born and raised in Florence, since 1988 he has been working as System Administrator for communication systems in companies that deal with graphics, multimedia and interior design. He’s also specialized in research and development for strategic and operative marketing. Since 1996 he has been teaching at the Fashion Institute of Technology.

Enrica Ficai Veltroni

Enrica Ficai Veltroni
She began to advertise in Milan in 1981, working for J. Walter Thompson, Leo Burnett, BBDO and J.W.T. as Associate Creative Director. She worked at national and international campaigns for Kodak, Heineken, Kellogg’s, Kraft Jacobs Suchard, Quaker, Alfa Romeo, Carlo Erba, Parmigiano Reggiano, UniLever, Henkel, De Beers, etc. Strategic Copywriter, she combines creative talent with a strong experience in TV and radio production.    

Laura Boninsegni

Laura Boninsegni
She worked for 15 years as an Account in advertising (Grey, BBDO, Eretici), reaching the position of Client Services Director. Two years experience in Yomo as Associate Marketing Director. Currently she owns and manages a concept store online: styletrigger.com. LinkedIn      

Lorenzo Masini and Silvia Agozzino

Lorenzo Masini and Silvia Agozzino
MUTTNIK  is a Florence-based collective composed by communication and product designers experts in different fields like: graphic design, Illustration, product and exhibit design, hardware repair and exotic food.  

Antonio Civita

Antonio Civita
He is Creative Director at Lift-D. He collaborates with several companies, dealing with web design, web development, web platforms, project management and content creation for creative multimedia communication projects, cross-platforms, interaction design, video production and animations. He graduated in Industrial Design and Visual Design at the University of Florence, Faculty of Architecture.

Paolo Servi

Paolo Servi
He studied Statistics at University of Bologna, Bioenergetics at Aipu of Milano and Creative writing at Holden of Torino. He worked in Ireland and Italy. Expert in Creative coding and Interactive, he is partner of Anughea Studios. Creator and Co-author of two European projects - IAM, on augmented reality, and Viset, Virtual Stage Design. He writes posts on blogs and online magazines and he teaches New Media at IED Firenze and Digital Applications and Multimedia at Academy of Fine Arts in Sanremo.

Xenofon Ritsopoulos

Xenofon Ritsopoulos
He is a Design Maker in the field of packaging, paper, fair and sustainable eco furniture fittings. Senior Designer and display packaging in the design laboratory, prototyping and manufacturing Inthebox Lab. Structural Designer and Technical Operator CAD - CAM for cutting plotter.