Certificate in Copywriting

Date & Time: 12 March – 2 April 2018 (7.00 pm – 10.00 pm)

Duration: 4 sessions x 3 hours, total: 12 hours

Price:  S$360 (+S$30 non-refundable registration fee)

Course Description:

In a crowded market, impactful advertising can make or break a company. Effective copywriting can raise your brand profile and connect you with your target audience. This module introduces participants to the elements of copywriting and how to express a succinct viewpoint tailored to the brand’s identity and marketing context. Balance clarity with creativity in promotional text and learn from real-world case studies.

Participants will gain an understanding of copywriting as well as brand identity and how the latter can shape the former. They will be able to apply skills learnt to a wide variety of media, both traditional and interactive. Those working as part of an agency, in-house teams and freelancers will all benefit from this course.

Who Should Attend

In-house designers looking to level-up their company’s marketing efforts. Freelancers seeking to enhance the quality of their design work and widen their range of skills to include branding and copywriting.

Course Content

  • Essentials of Copywriting
    • Headline, body copy and call-to-action
  • Brand Awareness
  • Understanding of Branding and Naming Brands
  • Brand Identity and Writing for Visuals
  • Tailoring Copy to Fit Your Target Audience
  • Writing for Online and Offline Media
    • Print Ad Copy
    • Advertorial Copy
    • Flyer and Brochure Copy
    • Facebook and Twitter Copy
  • Writing Taglines
  • Organising & Creating Content

Learning Outcomes

By the end of this course, participants will be able to:

  • Recognise how copywriting aids in brand awareness of certain products
  • Select the most effective media outlet for brand promotion
  • Generate copy design concepts and develop design ideas for effective design solutions
  • Design copy that is tailored to fit different target audiences
  • Write copy for print media, web and multimedia products for product promotion, eg; print ad copy, advertorial copy, flyer and brochure copy, social media copy
  • Maintain an awareness of trends and developments in design and copywriting

 

About the Trainer

Xu Zhiwei has been in the advertising industry for 12 years of which 5 were as a copywriter and 7 as a strategy planner. He specialises in recruitment, retail, tourism and the public sector and has worked with clients such as National Arts Council, Heritage Board, Singapore Civil Defence Force, Bugis+ and United Overseas Bank. The move from writing to planning saw him solve communication challenges by marrying creative and media strategies to achieved synergistic campaigns.

 

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For more information, download the e-brochure HERE

Certificate in Branding & Corporate Identity

Commencement 27 February – 20 March 2018 (7.00 pm – 10.00 pm) and 27 March 2018 (7.00 – 8.30 pm)
Duration 13.5 Hours
Location 7 / 12A Pahang Street, Singapore 198608
Value S$400 (S$30, non-refundable application fee)


Course Description

Developing a strong, recognised brand and corporate identity is the goal of most businesses. To become a household name, businesses need to develop a brand management strategy that will increase customer loyalty, competitive advantage and profitability.

This short course aims to provide an overview of how branding serves as an important aspect in materialising intangible company mission and vision statements into recognisable and recallable traits through consistent equities, positioning and tone of voice and aligning visual systems and cues. These are then used to build brand personality.

Teaching Methodology
A low teacher-to-learner ratio facilitates an open, discussion-driven, caring and supportive learning environment. The teacher are practicing designers or artists who direct learning through project briefs that are designed to stimulate real client briefs in order to build a substantive portfolio that place learners in good stead with prospective clients and employers.

Who Should Attend
Business owners and marketing staff looking at refreshing their company’s brand image. Executives currently engaged in Marketing Communications, Marketing, Brand Management and Sales Executives interested in pursuing a career in Marketing, Brand Management or Entrepreneurship.

Course Content

  • Introduction to Branding
  • Execution of Branding Project;
    • Sensitivity towards colour and typography
    • Appropriate image selection to represent brand
    • Production methods reflecting the positioning of a brand
  • Update Existing Brand
  • Implementation of Brand
  • Corporate Identity Visual System
  • Cascading Values Through Company Staff

About the Trainer

The course lecturer is Ms. Sheau Chan, BA (Hons) in Graphic Design, Camberwell College of the Arts. With close to 20 years of global client experience in London, Singapore & Bangkok, Sheau’s multi-disciplinary skills range from corporate, retail and FMCG branding, paper engineering to signage and environmental graphics. Her winning entry in the BBC Design Awards is the original prototype of the proprietary packaging solution RAP. She lives by the Shaker’s philosophy – “Don’t make something unless it is both necessary and useful; but if it both necessary and useful, don’t hesitate to make it beautiful.”

For more information, download the e-brochure HERE

Certificate in Print Collateral Layout Design

Commencement 03 April – 24 April 2018 (7.00 pm – 10.00 pm), 26 April 2018 (7.00 pm – 8.30 pm)
Duration 13.5 Hours
Location 7 / 12A Pahang Street, Singapore 198608
Value S$400 (+S$30, non refundable application fee)


Course Description

This short course teaches the effectiveness of a good layout design through principles of design, information flow, typography and grid system. Layout design is an essential skill in creating a variety of print collaterals and commercial artworks such as posters, brochures, web pages and presentation decks.

Participants will learn basic Adobe InDesign to be able to work with grid systems to create effective information hierarchy, signalling and flow for their brochure design.

 

Course Content

  • Principles of Design
  • Information Flow
  • Basic Typography
  • Grid Systems: using columns and modules
  • Content allocation in a two-fold brochure
  • Design of moodboards
  • Basic of Adobe InDesign
  • Preparing digital files for print

 

For more information, download the e-brochure HERE

Certificate in Packaging for Fast Moving Consumer Goods (FMCG)

Commencement 15 March – 5 April 2018 (7.00 pm – 10.00 pm)
Duration 12 Hours
Location 7 / 12A Pahang Street, Singapore 198608
Value S$370 (+S$ 30 non refundable application fee)


Course Description

How often have we made purchasing decisions based on what we see first on the store shelves? Packaging design is crucial in creating consumer perception and influencing purchasing decisions. This course focuses on innovative and creative packaging design techniques for Fast Moving Consumer Goods (FMCG), such as soft drinks, toiletries, over-the-counter drugs, toys, processed foods and many other consumables.

Students will be exposed to the process of packaging design from first idea to final product. They will learn to integrate visual and aesthetic appeal with functionality in their design and apply them to FMCG products in order to make a lasting impression on consumers and create brand equity.

Who Should Attend
Designers, especially those working in-house, looking to enhance their products and capture consumer attention effectively and employees of printing companies hoping to offer a wider range of solutions to their customers’ packaging design needs.

Course Content 

  • Introduction to FMCG Packaging
  • Basic Adobe Illustrator for deigning
  • Use graphics for packaging design for commercial design work
  • Different materials for construction of structural packaging
  • Integrated graphics design and type usage for packaging
  • Computer generated templates of packaging design
  • Fold lines, perforations and die cuts
  • Packaging printing techniques

About the Trainer

Ms. Sheau Chan graduated with BA (Hons) in Graphic Design from Camberwell College of the Arts in United Kingdom. Her multi-disciplinary skills range from corporate, retail and FMCG branding, paper engineering to signage and environmental graphics. She has over 20 years of global corporate experience with clients from London, USA and ASEAN. Her winning entry in the BBC Design Awards is the original prototype of the proprietary packaging solution of Rapid Action Packaging Company (RAP), UK based company.

For more information, download the e-brochure HERE