Abstract:

Emotional design based on creativity and social impact is increasingly considered by the general public for its ability to create a link between the design piece and the user. The Project Based Learning (PBL) methodology has reached technical design engineering studies through the development of projects in order to establish emotional links that encourage reflection and create empathy between the target audience and the design carried out.

This work presents the experience developed in the subject of Graphic Design and Company Image taught in the Master's Degree in Design Engineering at the Polytechnic University of Valencia during the last 8 years. Throughout the sessions, students explore the meaning of personal brand, framed in the line of visual identity, through a design and development project of their brand. This design is carried out using different graphic plastic techniques that allow innovative creations, unique, and creative proposals; a handmade design that allows the student to distance themselves from the visual contamination of the online environment in order to focus their creativity on what is palpable.

The article reflects on the application of the PBL teaching methodology in a creative environment where students combine two-dimensional concepts and ideas with a three-dimensional treatment of brand design. The results offer a broad vision of the possibilities offered by these creative techniques, showing the capacity for innovation and authenticity in the design of a personal brand in the context of a graphic project.

Keywords:

Project-based learning (PBL), Graphic Design, Plastic techniques, Higher Education.