FreshBritain x Central Saint Martins
From 2016 to 2018 David acted as Academic Supervisor on an 18-month Knowledge Exchange project run in collaboration between University of the Arts London (UAL) and the brand vision firm FreshBritain. A KTP (Knowledge Transfer Partnership) is fundamentally a collaboration between academia and industry where knowledge is exchanged between both parties. The project was backed by Innovate UK, who awarded the project outcome an ‘Outstanding’ grade.
Working as a representative of UAL the focus of David’s role was to help guide the work of a design graduate who was set the target of optimising FreshBritain’s brand strategy process, making it future proof for our increasingly automated and data-driven world. Together with the appointed Associate ( Jordan DeVos), and Director of Brand Strategy at FreshBritain (Andy Lipscombe), they set out to codify the working methods of the brand strategy team. By first deconstructing and then reconstructing their process they were able to bring a strong sense of constructive alignment to the process as a whole, making efficiencies and delivering a leaner and more robust method with potential for increased automation in the future.
As part of this project David developed a broad package of project briefs and workshops for design students focused on brand strategy. This included an intensive one-week bootcamp to help design students familiarise themselves with the key elements of the brand meaning process. The introduction of brand strategy as a credible subject of study for design students represented an innovative and exciting new step for the Graphic Communication Design programme at Central Saint Martins.
With thanks to Dr Rebecca Ross, who supported this project in her role as the Academic Lead.
Read more about the project on the Associate Jordan DeVos’s website, linked here.