More, The Brand Design Executive Programme by Mucho

Led by Mucho, this programme is for professional graphic designers and art directors looking to take the next step in their careers, evolving from execution to strategic leadership.

More trains and deepens the most essential and transformative capabilities of brand design, developing in a critical thinking environment designed to question and redesign the future of brands.

The content is structured into three key modules: creative strategy, brand design and the business of design. Orchestrated around a central project. The sum of masterclasses given by key figures from different disciplines and the constant debate of the programme's community generates a learning experience that questions the very heart of design assumptions. All of this is designed to inspire, broaden perspectives, lead and design more and better.

Know how, know why, know more.

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Complete programme
→ This programme includes the intensive programme
→ From 6 October 2025 to 26 June 2026
→ Mondays and Wednesdays, from 5 p.m. to 8 p.m. + 3 intensive weeks (see intensive programme)
→ 45 ECTS, 280 hours
→ 9.000 €

Intensive programme
→ 3 intensive weeks
→ 6 to 10 October 2025
→ 2 to 6 February 2026
→ 11 to 15 May 2026
→ Monday to Friday, from 10 a.m. to 6 p.m.
→ 15 ECTS, 90 hours
→ 5.250 €

Creative Strategy
This module delves into the foundations of cultural and social meaning, challenging participants to question assumptions and uncover new perspectives. Through tools like the Socratic Design Method and models of relational reality, participants learn to deconstruct and rebuild narratives that shape modern branding. Emphasis is placed on aligning brand identity with dynamic cultural contexts, using creativity and critical insight to craft resonant strategies.

Design Culture and Branding
Here, participants explore how design formalizes a brand’s holistic experience. From symbols and rituals to touchpoints and interactions, the programme emphasizes building brands that emotionally connect with audiences. By aligning values, visuals, and behaviors, professionals learn to create shared cultural experiences that extend beyond products or services, fostering deeper emotional bonds with consumers.

The Business of Design: Managing Creativity
This module equips participants with essential tools for managing creative teams, commercializing design services, and navigating legal frameworks. It combines leadership training with practical strategies for growth, positioning, and client engagement. By balancing creativity with business acumen, participants gain the expertise to ensure long-term impact and relevance for their brands.

Through rigorous analysis, actionable creativity, and Mucho industry expertise, this programme prepares professionals to create culturally resonant, adaptive brands that thrive in a global market

Intensive Track
For participants seeking a more concentrated structure, the programme offers an intensive track designed to accommodate demanding professional schedules. This track condenses the full curriculum into three dedicated weeks distributed across the academic year, covering the core modules of Creative Strategy, Design Culture and Branding, and The Business of Design: Managing Creativity. Equivalent to 15 ECTS credits, this format offers a rigorous and immersive learning experience, providing participants with the opportunity to engage deeply with the content while minimizing disruptions to their ongoing commitments.

MUCHO

Who it is aimed at

More, The Brand Design Executive Programme by Mucho is designed for individuals with university education or professional experience in creative and cultural fields such as graphic design, branding, communication, visual arts, architecture, or cultural management. It is also suitable for professionals with a keen interest in advancing their expertise in creative strategy, brand culture, and the business of design, seeking to lead impactful branding projects in dynamic cultural and market contexts.

MUCHO

Career Opportunities

Creative Director
Strategic Design Consultant
Art Director
Brand Manager
Brand Narrative Consultant
Brand Experience Specialist
Corporate Communication Manager
Digital Transformation Strategy Consultant
Market Trends Researcher
Visual Identity Design Specialist
Creative Projects Director
Cultural Management Consultant
Service Design Expert
Immersive Experience Designer
Branding and Innovation Consultant

MUCHO

Aims

More, The Brand Design Executive Programme by Mucho aims to empower graphic designers to become strategic and reflective leaders with a critical and innovative perspective on their role within visual culture and business. The specific objectives of the programme are:

Develop skills to create creative strategies that influence contemporary culture, moving beyond technical execution to become agents of cultural and social change.
Foster a deep understanding of how visual imagery and narratives shape perceptions and behaviors, enabling designers to create projects with significant, long-term impact.
Provide the tools to understand business models and markets, equipping participants to make informed decisions that align creativity with business goals.
Integrate technology and emerging trends, such as AI, into the design process to maintain relevance in an evolving context.
Promote a critical view of the designer’s role as a creator of value and meaning, with a focus on sustainability, ethics, and cultural coherence.
Cultivate leadership skills for managing creative teams and client relationships, ensuring effective communication, collaboration, and the successful delivery of design projects.
Empower participants to design immersive and multisensory experiences, leveraging cutting-edge tools and methodologies to create emotional and impactful brand interactions.

MUCHO

Programme

Module 1: Creative Strategy

Strategic Capsule*
Credits: 5 ECTS
Description: This intensive, week-long module introduces the foundations of creative strategy. Students explore reality models, brand narratives, and market dynamics through immersive sessions blending theory and practice. The course culminates in a project integrating learned concepts to craft culturally relevant and strategically aligned brand solutions.

Models of Reality
Credits: 3 ECTS
Description: This course examines the cultural and social assumptions shaping perception and meaning, offering tools to deconstruct and redefine realities. Through Socratic dialogue and case studies, students explore AI’s role in reshaping cultural frameworks and driving innovative, strategic brand development in evolving contexts.

Strategy
Credits: 6 ECTS
Description: This course examines brand perception and cultural alignment, equipping students to develop creative strategies that harmonize brand purpose with audience expectations and market trends. Participants craft impactful brand identities, balancing innovation, consistency, and commercial positioning through analysis and narrative-building.

Narrative Dynamics
Credits: 3 ECTS
Description: This course explores how narratives shape perception, construct shared values, and influence identities in cultural and commercial contexts. Participants analyze storytelling structures, examine media platforms, and develop adaptive, engaging brand narratives that build trust and inspire active audience participation.

Module 2: Design Culture and Branding

Brand and Culture Design Capsule*
Credits: 5 ECTS
Description: This immersive, week-long course guides students through the complete process of brand and culture creation. Through collaborative workshops, rapid prototyping, and applied practices, participants conceptualize, design, and activate comprehensive brand identities, integrating cultural meaning and multi-sensory experiences.

Culture: Making Value Tangible
Credits: 3 ECTS
Description: This course explores how brands translate cultural values into concrete experiences. Participants examine shared culture, rituals, and intersubjective spaces, developing tools like naming, taglines, and manifestos to express brand values and build collective identities through meaningful audience engagement.

Brand Narrative Core: Establishing the Present
Credits: 3 ECTS
Description: This course examines how foundational brand elements—symbols, names, and visual identity—create coherent narratives that reflect brand identity and cultivate strong emotional connections. Participants analyze cultural symbols and use AI-driven prototyping to visualize and shape future brand behavior.

Brand Experience: From Symbol to Sensation
Credits: 3 ECTS
Description: This course examines how multisensory touchpoints and physical interactions transform abstract brand values into emotional experiences. Students analyze visual, motion, and vocal elements to design touchpoints that embody brand identity and create immersive audience experiences.

From Brand Interaction to Social Identity
Credits: 3 ECTS
Description: This course explores how brand interactions evolve into platforms for collective identity, deepening cultural impact. Students design assets and strategies that transform narratives into lived experiences, embedding brands into daily life and expanding their influence through shared social spaces.

Module 3: The Business of Design: Managing Creativity

Strategic and Commercial Management of Design Services Capsule*
Credits: 5 ECTS
Description: This intensive week-long course teaches students to commercialize design services, manage creative teams, and establish sustainable business strategies. Participants position services effectively, build studio culture, protect creative assets, and lead with vision to ensure differentiation and long-term growth.

Strategic and Commercial Management of Design Services
Credits: 6 ECTS
Description: This course focuses on commercializing design services while maintaining brand identity and market differentiation. Students explore client acquisition, service packaging, team leadership, and studio development. By integrating strategic tools and practical frameworks, participants deliver impactful, legally protected, and sustainable design solutions.

(*) This course is part of both the Full and Intensive Tracks, with students from both programmes participating together.