Project and Methodology of Visual Communication

“The design method is nothing more than a series of necessary operations, arranged in a logical order dictated by experience. Its purpose is to achieve the maximum result with the minimum effort.”

— B. Munari, Da cosa nasce cosa. Appunti per una metodologia progettuale, Laterza, 1981

In fashion, how are communication strategies designed? How are visual communication projects developed and managed? How are creative and commercial needs integrated? How are the most effective and innovative contents conceived, planned, and executed? What are the most utilised techniques?

Far from being rigid or exhaustive, the course develops high-level professional skills through a project-based structure built around the creation of strategic decks for a seasonal communication calendar.

Students select an emerging brand (AI-supported research is allowed, but guided by critical constraints), identify areas of improvement, and define a macro-concept grounded in three core brand values. From this foundation, narrative strands, content formats, and project proposals are structured through the Product–Values–People framework, leading to a coherent editorial system and calendarisation.

In an attempt to respond to the general flattening of online visual content, I work together with students on creating value-based moodboards by sourcing materials from books on art, architecture and fashion — rather than Pinterest — available at the library.

In addition to in-class work, the course includes curated educational outings — for example at Fondazione ICA, Fondazione Elpis, or Fondazione Sozzani — to connect projects with contemporary artistic research and specific cultural areas of the city. Guest lectures are also integrated: last year, Natalie Corre (Advance Copy) focused on values and purpose in brand communication, while Rosie Donoghue (un/produced) addressed content production and artist patronage.