Visual Design and Lateral Thinking

Summer and Winter Courses - Florence

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Visual Design and Lateral Thinking takes a multi-disciplinary approach to incorporating theoretical and practical skills necessary for a solid foundation, with the objective of the creation of different projects through the use of several techniques. Students will use the cultural and architectural heritage of Florence of the past and present as their inspiration to utilize and transform their experience and ideas into a unique work.

  • Start date
    January 2019
  • Duration
    3 Weeks
  • Attendance
  • Language

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8 Design Ambassadors, 8 cities around the world, in partnership with ADI and the Italian government. Check all the details about IED’s contribution to the 3rd edition of the global event dedicated to the value of Italian Way of Life.

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This is an Advanced course, participants should have a basic foundation in the main components of the courses, a background in the use of the main graphic software and should be motivated to work independently and under deadlines. Applicants need to show strong motivation and the ability to work in groups.

Structure and methodology - During the program students will acquire the historical and modern fundamentals of Italian graphic design and how it could be applied to a project of Visual Branding.

Through specific laboratories  participants will learn to refine the skills in the Adobe Suite, how to screen-write and produce a video for the web and acquire the skills necessary for the use of the equipment for hand-crafting. Moreover through manual and artisan-craft techniques, students will learn how to develop their personal coordinate image.
Experienced faculties are actively involved in course development which ensures that students are in touch with current thinking and the latest developments and relevant technologies.

The regular activities such as visits to museums, theaters and other places full of interest ensure that students are kept abreast of the changing dynamics of industry demands and requirements.


  • Syllabus

    • History of Design and Communication

      The historical (and modern) fundamentals of Italian graphic design and how it could be applied to a project of Visual Branding.

    • Printing Techniques and Ennobling

      Laboratories on the processes of craft-printing and paper ennobling through the use of different techniques. A laboratory inside one of the artisan’s labs in Florence where the students can learn and use the equipment for hand-crafting in first person.

    • Semiotics and Visual Design

      How semiotics apply to visual design. How to compose an idea through the use of symbolism and signs.

    • Adobe Photoshop and Illustrator

      Laboratories to refine the skills in the Adobe Suite that will lead to a set of visual experiences and products. A project on a particular subject about the intriguing background of Florence.

    • Video Design

      Laboratories to learn how to screen-write and produce a video for the web. The final product will be a motion “story telling”, a dynamic and viral content for the web communication, on the project made during the Adobe course.

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.

Marco Innocenti - Course coordinator

Marco Innocenti - Course coordinator
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.

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.  

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 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.