In the fourth semester of the Branding programme the students go on a more psychological route. Through the Brand Me project the students learn a lot about themselves and about their classmates. AMFI.nl spoke with second year students Isabel de Kievit and Lindsey van Welzen about an intense semester.
Interview by Flora van den Berg (first year Int. Fashion & Branding). Photos by Isabel and Lindsey.
How was the switch from the third to the fourth semester?
“The Triptych project that was in between both semesters was rather heavy as we were working in big groups of more than 20 students, so it was nice to work on a somewhat less stressful assignment.” Lindsey tells us. “I thought it was interesting to work on a more personal project. I really enjoyed working on something new that would be the start of something that continues for the rest of the school year”, Isabel adds.
What stands out to you about the fourth semester?
“It is a lot more specialised. It seemed to have more depth than the other semesters so far” says Lindsey. “We had to truly look at ourselves, but we have also learned how to create a brand out of someone’s characteristics. And, we elaborated a lot more on our brands than we did before.”
Isabel agrees: “It has become a lot more ‘real’ in a way. Mainly because there is an additional communication strategy, an online campaign and sponsored magazine. It feels very realistic.”
What assignments does the fourth semester consist of?
“It’s all about brand driven design and brand personality. The brand is the foundation”, explains Isabel. “The first product we had create were the Brand Me-boards, on which you needed to present your personal life path. During different classes we discussed our stronger and weaker points. When something drastic had happened to you in the past it had to be on the board. We needed to have 3 or 4 basic values on the board and everything had to be connected to these values. But,we couldn’t design or style the board.”
“Yes, those psychology classes were intense”, says Lindsey. “The teacher would ask the most difficult questions, some of which you may not wanted to answer.”
“After that we had to create the Brand DNA-board. Those boards were swapped and you were linked to someone you may not have known very well. That person had to translate the personal story & DNA that was on the boards into a brand. It was quite a fun challenge, honestly”, says Isabel cheerfully.
What happens after that?
“Right now we are working on a brand- and communication strategy”, explains Lindsey. “The concept we were working on earlier needs to be translated into a fashion concept: How are you going to launch your brand? Where do you want to be? What is your position in the market? ”
“Following this we have to create a campaign magazine and an online branding campaign. We will be working on the concept in groups of four. Two people of the group will attend the Magazine classes, and the other two will attend the Online Campaign classes”, Isabel tells us. “In the end we have to deliver a process book, three A3 boards and a digital presentation for the campaign group, and one A3 board and the magazine, for the magazine group.”
This is the last semester before the flexibel programme starts, in which your can choose your own path. Are the next two years a lot on your mind?
“I think most of us think about it quite a lot”, says Isabel honestly. “We need to do a lot of research into what we would want to do after we graduate. At the moment I am working on my portfolio and a format of my presentation.”
“We have to orientate on the companies where we would like to do our internships, and where we would want to do our minors. The people who have already passed the assessment are already a bit further along in the process, I am still figuring out what I do want to do”, Lindsey adds.
“I have already arranged for my minor, but I am still working on finding the right internship,” Isabel explains to us. “I just want my portfolio, resume and cover letter to be in the same style. It is hard thoughto divide your time between the AMFI assignments and the internship interviews. Finding the balance can be difficult at times.”
And a great tip from Lindsey: “I think that just sending a letter isn’t enough, your application needs to be original. I think it’s smart to adjust your resume and cover letter to the brand you’re applying to.”
What was your favourite part of the fourth semester so far, and what was your least favourite part?
“The hardest part for me was to really open up in front of the class. I have been through quite some things in the past and it was difficult for me to tell them, as our class isn’t very close”, Lindsey tells us.
“I think my favourite part is that we get to work together now”, Isabel adds. “I have to work with a completely different style for this project, so I am really getting out of my comfort zone, I love that.”