Of all the 2015 TedxUCLA talks, the one I felt our DCA students would benefit from the most was Adi Jaffe’s talk, “Rebranding our Shame.” Jaffe shares intimate details of his less-than-savory previous life, a life that could have left him branded many negative words forever (I won’t spoil his powerful storytelling by sharing what some of those are).
Many of our DCA graduates go on to help clients take a fresh look at their branding and create new identity systems. I’ve personally felt my preexisting notions about, for example, a “cheap but cheerful” LA restaurant transform as I’ve perused a new logo, storefront, menu, and takeout packaging created by one of our students. The design communications arts can be an extremely powerful tool for shaping how we feel about almost anything, including other people.
Watch Adi Jaffe challenge us to reconsider how we brand one another: