In the Digital Marketing course taught in the fourth year of the Graphic Design Degree, we have worked on projects focused on strategic brand development and its communication in the digital environment. The main goal is for students to understand how a brand is built from a branding, positioning and digital strategy perspective, and how these decisions influence its visual communication, online presence and the relationship it establishes with its audiences.
The course approaches Digital Marketing as a complete strategic process. Before talking about social media or online advertising, we work on the foundations of branding: defining the brand’s purpose, its value proposition, target audience, brand territory and the positioning it aims to achieve in its market. From there, we analyze how to build a coherent digital strategy that allows the brand to generate visibility, build community and connect with its audience.
A large part of the course is developed through practical projects in which students work on different stages of the brand-building process and strategic planning. We begin with branding analysis exercises, where real brands are researched and aspects such as visual identity, brand narrative, value proposition and their management of digital presence are studied.
We also analyze how brands manage their digital channels, distinguishing between Owned Media, Paid Media and Earned Media, and observe how strategies such as Content Marketing, Social Media Marketing, SEO and SEM, or digital campaigns are combined to generate traffic, engagement and brand visibility.
Personal Brands
Based on this analysis, students begin to develop their own brand project. One of the exercises is the creation of personal brands, in which each student defines their professional value proposition, positioning and target audience, developing a coherent identity both conceptually and visually.
Lander Martínez
A personal brand focused on online physical training for football players, based on a scientific and measurable methodology. The project stands out for its focus on real performance and objective player improvement.
Larraitz Lopetegi
A personal graphic design brand focused on individual expression and emotional connection through design. It proposes a creative, innovative identity that moves away from conventional approaches.
Product Brand Creation: Lowcrumb
In addition to personal brands, we developed a product branding project: a cookie brand. In this exercise, students worked on different ideation and conceptualization techniques to build the brand concept that would later guide the development of its identity, narrative and digital communication strategy.
Lorena Mariñelarena
A food brand that focuses on balancing pleasure and well-being, offering healthy cookies with a transparent and conscious approach. It aims to position itself as a reference in indulgent yet responsible consumption.
Design and Strategy: A Necessary Connection
This entire process helps to understand how Graphic Design and Digital Marketing are deeply connected. Design decisions, visual systems, typography, color or tone of voice, are not only aesthetic choices, but part of a brand strategy aimed at generating recognition, differentiation and connection with the audience.
Through these projects, students learn to approach design from a strategic perspective, understanding how branding, content marketing, channel strategy and visual communication work together to build coherent, relevant brands capable of positioning themselves in today’s digital ecosystem.