Past event —

D&AD Training with Michael Johnson // Branding Demystified

  • Thursday 29th June, 09:30 - 17:30
  • 7 Unicorn Park, Bristol

WEDF is thrilled to bring D&AD’s world-class training to Bristol.

Course Outline

This session is designed to demystify branding and give those who attend a much clearer understanding of what it means, and what it does. Drawing and building on his bestselling book of the same name, Michael Johnson shows how to firstly define, then design brands that make a difference.

Taking inspiration from Johnson Banks’ portfolio of blue chip, cultural and charity clients, and applying what he’s learned in 25 years at the coal face, Johnson gets under the bonnet of branding’ in an intense day of workshops, discussion, thinking, writing and design, revealing key insights that you’ll be able to apply in your own work. 

Learning Outcomes

  • Learned new ways to analyse a market, how to map’ it and look for gaps and opportunities
  • Tested out Johnson’s own brand model to clearly define a brand’s verbal and strategic basis
  • Undertaken naming exercises and gained a greater understanding of the process
  • Taken at least one example through, from research, to narrative, to naming, then design
  • Seen and heard examples throughout the day backing up each of the stages of the process, including in-depth examples of Johnson’s own projects and case-studies from across the world
  • Gained a new appreciation of why some brand thrive and why others fail
  • Gained unique insights into both the strategic and design sides of the process, when and how they interact and how each side can learn from the other

Suitable for

  • Anyone who wants a better understanding of the full spectrum of the branding process
  • Marketing and communications directors and managers
  • Designers
  • Anybody who is employed in the communications industries
  • Ideally participants will already have some experience/​knowledge of branding 

Your Facilitator

Michael Johnson is Creative Director and Founder of Johnson Banks, the award winning branding consultancy. He is a frequent speaker on branding and a decade ago served as our president at D&AD. Johnson Banks’s clients include the Science Museum, charities such as Shelter and Unicef, blue-chips such as Virgin Atlantic and the internet pioneer Mozilla. Michael’s projects make a creative impact, including seven Yellow and one Black Pencil, from fourteen nominations, at D&AD. And they also make a measurable impact too – his work for the University of Cambridge raised £310 million in just one year. As you might expect, Michael is passionate about the subject of branding – if you want to know how it works, what it can do, and use it to your advantage, then this is the session for you.


What are my transport/​parking options for getting to the event? 

Home’s studio is a 10 minute bike ride or taxi journey from Bristol Temple Meads train station. Street parking is available.

Food and Drink 

Lunch and refreshments are provided though-out the day.

D&AD Members 

Please note that tickets are offered at a subsidised cost by WEDF, and therefore any additional discounts do not apply.

Thank you 

A big thank you to the team at Home for hosting this session at their fabulous new studio.