Destination Branding workshop run for the CommDe School of Design, Chulalongkorn University Bangkok. Introduction and briefing presentation to 2nd and 3rd Year Design students, leading to the creation of a unique city brand for Bangkok. Workshop conducted entirely in English.

1. b2 brand bangkok Bangkok - Krung Thep: city of angels
b2 bangkok brand - branding the city of angels
b2 brand bangkok
creating a destination brand for the city of angels
Open Studio workshop by Paul Vickers. January 2012
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

2. b2 brand bangkok The workshop challenge
กรุงเทพมหานคร อมรรัตนโกสินทร์ มหินทรายุทธยา มหาดิลกภพ นพรัตนราชธานีบุรีรมย์
อุดมราชนิเวศน์มหาสถาน อมรพิมานอวตารสถิต สักกะทัตติยะวิษณุกรรมประสิทธิ์
“The city of angels, the great city, the eternal jewel city, the impregnable city of God Indra,
the grand capital of the world endowed with nine precious gems, the happy city, abounding in an
enormous Royal Palace that resembles the heavenly abode where reigns the reincarnated god,
a city given by Indra and built by Vishnukarma”
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

3. b2 brand bangkok The workshop challenge
The workshop challenge: create the brand bangkok
What is the identity of this city of 9 million people? (nearly 12 million in the metropolitan area)
How can the city position itself culturally, economically and socially for the future?
What values can the brand vehicle to residents, visitors, businesses and the world? (10 million visitors pa)
What are Bangkokʼs unique attributes compared with other south east asia and global capitals?
How do other cities, and countries, use design to create and build destination brands?
What communications tools and channels can be developed to promote the destination?
Workshop objectives
Research the world of destination branding
Build a visual mapping of Bangkok that can enrich the creative process
Brainstorm creative solutions for a brand strategy
Define the brand, its story and objectives
Write a scenario to serve as a platform for the creation of your brand
Create concept boards to inspire your design exploration and creative directions
Create a unique brand identity to project the future vision of the city locally, nationally and globally
Use design: imagery, type, graphics, moving image to build your identity
Design supporting communications tools: collateral, posters, web, expos, derivative products, apps
Present a coherent overall design campaign for brand bangkok
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

4. b2 brand bangkok Capital city destination brands, some case studies and examples
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

5. b2 brand bangkok Country destination brands, some case studies and examples
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

6. b2 brand bangkok Regional destination brands, some case studies and examples
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

7. b2 brand bangkok Tropical destination brands, some case studies and examples
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

8. b2 brand bangkok Examples of the current multiplicity of Bangkok city brands
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

9. b2 brand bangkok The challenge SWOT analysis
SWOT analysis
Strengths
Opportunities Threats
Weaknesses
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

10. b2 brand bangkok The challenge Process and planning
Working process
Students will work individually or in two/three person teams on the assignment
Emphasis will be on the creative process and development of the project as well as the final execution
Use field and digital research to enrich your knowledge base (Just living in the city is not enough)
Present and discuss an interesting destination brand and a product/service brand you have discovered
The workshop will be run in an ʻagency atmosphereʼ to prepare for internships and industry
Progress presentations to the class will check evolution and provide feedback and exchange
Use scrap-booking, sketchbooks, brainstorming, key words, cloud creative to develop the work
Use digital, programs and computers to complete execution of the work
Present your work in English
Workshop planning
The workshop is scheduled to run over five days (TBC)
The time available will be broken down into three phases and one final presentation day
Ideally the Bangkok city mayors office, and/or the Department of Tourism and Economic Expansion will
participate in the briefing and final presentation of the project, to add a professional dimension and input (TBC)
All projects will be critiqued and feedback provided
The completed projects will be exhibited at ComDe
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

11. b2 brand bangkok The challenge Brainstorming and concept boards
Working process
Research, brainstorming, concept boards, sketchbooks
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

12. b2 brand bangkok The challenge Schedule
Workshop planning and schedule
Phase 1 Discovery. 1 day research, discovery and exploration of destination branding, identity and Bangkok
Phase 2 Conception. 2 days of creative ideation, concept creation, concept boards, scenarios, brand creation
Phase 3 Development & Execution. 1.5 day development and finalization of selected creative direction
Presentation. 0.5 day devoted to project presentation, critique and feedback
Pre
presentation
Presentation
Critique
Phase 1 Discovery Phase 2 Conception Phase 3 Development
Execution
Briefing
January 2012 one week schedule
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

13. b2 brand bangkok The challenge Learning outcomes
Learning outcomes
Include:
Analytical research and problem solving,
Discovery of semiotics,
Understanding of complex communication objectives,
The creation of a visual identity and brand system,
The development of a tool-kit for application and implementation,
Use of global design: 2d, 3d and 4d to achieve objectives,
Development of presentation skills, confidence in presenting in English,
Experience of working as a team,
Knowledge and experience sharing by an international agency professional.
Tools
Pens, pencils, sketchbooks, markers, paperboard
Reference magazines and Bangkok publicity material
Digital camera, computer, Illustrator, Photoshop & InDesign, projector
Studio space for the duration of the workshop
Brain, curiosity, sense of humour, passion, open mind, enthusiasm...!
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

14. b2 brand bangkok The challenge
Workshop animator
The workshop will be led and animated by Paul Vickers in conjunction with ComDe staff
Paul is a branding and design creative director, consultant and professor of visual communications
He has experience of working with leading global design agencies including Pentagram London, Design
Solution Paris, Interbrand New York, Desgrippes Gobé Tokyo & Hong Kong, Dragon Rouge Paris
His work has won awards and been published in books, magazines and on the web.
He won a Gold Award in the Pentawards international packaging design show, his poster for the Japan tsunami
has raised thousands of dollars in aid and is featured in exhibitions in Cannes, Berlin, Toronto, Mexico and
Seoul as well as in the Cannes Lions Awards.
For further information:
www.paulvickersdesign.blogspot.com
Some reference links. Introductory articles to destination branding
http://www.bbc.co.uk/programmes/b00yb2v8
http://www.underconsideration.com/brandnew/archives/i_wolff_olins.php
http://www.johnsonbanks.co.uk/thoughtfortheweek/index.php?thoughtid=232
http://www.underconsideration.com/brandnew/archives/where_the_cold_wind_blows.php
http://www.underconsideration.com/brandnew/archives/pieces_of_melbourne.php
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers

15. b2 brand bangkok Bangkok - Krung Thep: city of angels
b2 bangkok brand - branding the city of angels
b2 brand bangkok
a future vision of the city
Thank you - Paul Vickers
International Communication Design Programme
Chulalongkorn University Bangkok
b2 Open Studio workshop Paul Vickers