Brand Positioning: From Local to Global
A course by Provincia, Creative Studio
Learn how to create a global brand without compromising your values by creating conceptual identities inspired by your roots
Want to build local brands with the power to go global? In this online course, learn how to create conceptual identities inspired by your roots alongside creative director Fernanda Medina, cofounder of the award-winning studio Provincia.
Fernanda guides you through the process of building a brand and designing its brand book, including all the graphic guidelines. Analyze global trends and the context surrounding your client and the brand to understand their essence. Using what you've learned, create a verbal and visual brand identity and discover how to transfer your ideas into the real world, either in digital or physical format.
What will you learn in this online course?
14 lessons & 29 downloads
What's included in this course?
Fernanda Medina opens the course by introducing you to her creative studio, Provincia, and explaining how they broke into branding and managed to set themselves apart from the rest. She also shares her biggest artistic influences.
Before you build a brand, take the crucial first step of getting to know your client. Do some research into your local setting and the global stage to find possible trends. Analyze a few examples of brands that went from local to global to better understand the concept of "glocal."
Next, get to the heart of the brand by designing an identity strategy. Prepare a workshop with your client to gain key insights into their personality and use them to create a brand key.
Continue by giving the brand a voice and a look that matches the conceptual identity you developed. Fernanda then shows you how to refine the chosen visual proposals and present your project to the client.
Finally, put together a brand book and a folder with all the brand's assets. Round out the course by learning how to look for collaborators that can bring your brand design to life and put it into the real world.
- 100% positive reviews (17)
- 445 students
- 14 lessons (1h 43m)
- 29 additional resources (8 files)
- Online and at your own pace
- Available on the app
- Audio: Spanish
- Spanish · English · Portuguese · German · French · Italian · Polish · Dutch · Turkish · Romanian · Indonesian
- Level: Beginner
- Unlimited access forever
Recommended software & tools for this course
Adobe Illustrator
Adobe PhotoshopWhat is this course's project?
Build a brand and design its brand book, including all the graphic guidelines.
Who is this online course for?
Designers, art directors, advertising professionals, entrepreneurs, students, and anyone who wants to learn how to create a global brand identity.
Requirements and materials
No previous branding knowledge is needed to take this course.
The only materials you need are a pencil, paper, and a computer with Adobe Illustrator and Photoshop if you'd like to present your project graphically.
Reviews
Provincia
A course by Provincia
María Fernanda Medina is the cofounder and creative director of Provincia, a design studio headquartered in Arequipa, Peru. The award-winning studio designs and develops brand identities, websites, books, exhibitions, and packaging for a variety of clients in Peru, Europe, and the United States.
Their work has been featured in major international media outlets and prominent design blogs like The DieLine, Gestalten, and World Brand Design.
Content
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U1
Introduction
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About Me
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Influences
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U2
Research
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Our approach: from local to global
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A sincere brand: knowing your client
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The Context: Relevant Research
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Analysis
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U3
DNA: The backbone of the brand
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Workshop
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Strategy and conceptual identity: the brand key
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Strategy and conceptual identity: additional concepts
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U4
Brand identity
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Verbal identity
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Visual identity
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How to present the identity to the client
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U5
Brandbook and how to bring it to reality
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Brandbook & tool kit
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The brand in real environments
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FP
Final project
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Brand Positioning: From Local to Global
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What to expect from a Domestika course
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Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
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Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
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Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
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Certificates
PlusIf you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.
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Get front-row seats
Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.
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Share knowledge and ideas
Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
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Connect with a global creative community
The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.
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Watch professionally produced courses
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FAQs
You’ll learn how to research, conceptualize, and develop brands that blend local identity with global trends. The course covers creative diagnosis, naming, conceptual, visual, and verbal identity, plus innovative tools to present and apply brands across different settings.
This is an intermediate-level course, perfect for those with basic design or branding knowledge looking to deepen their skills in creative methods and glocal strategies.
Basic graphic design skills and familiarity with digital tools are required. Professional experience isn’t mandatory, but a keen interest in creative and research processes is recommended.
You’ll need a computer, graphic design software (like Adobe Illustrator or similar), internet access, and sketching materials such as paper and pencil.
The course mixes theory, case studies, hands-on exercises, and collaborative projects with simulated clients, weaving global trends and local contexts throughout every step.
Yes, you’ll learn to create a comprehensive brand book that organizes and documents a brand’s conceptual, visual, and verbal identity for proper use and management.
Yes, the course explores global design trends and teaches how to blend them with local cultural elements to craft authentic, competitive glocal brands.
Adobe Illustrator
Adobe Photoshop
amei, muito didático.
Es un buen curso con un gran método para formar y dar vida a una marca, ahora buscare otros cursos para poder complementar lo visto en este curso como llevar a cabo la identidad visual. Me ha gustado y desde luego pondré en practica lo aprendido en mis marcas.
Es una buena aproximación a los tratamientos de concepto y retórica previos a la gráfica.
Curso practico y claro en la información de una identidad visual. Otorga herramientas de lineamientos interesantes para proyectar en lo individual.
Curso que mostra um otimo e simples processo de condução de projeto de identidade visual.