Does branding have to necessarily be retinal?
The branding strategy for Universidad Casa Grande embraces the unexpectedness inherent to participative design in order to allow students to appropriate the brand. Certainly, this strategy would perform poorly from a commercial standpoint as it is aesthetically dissonant. Regardless, it does create a powerful shared meaning. Independently from its applicability, I find this project is a useful tool to debate about some aspects of branding that are normally taken for granted. (Student Project)
Students' experiments
