Mariam Shamma is an Emirati & Palestinian interdisciplinary designer and strategist who believes branding is not just about aesthetics. It is about understanding what you are communicating, to whom, and why it matters. In this class, she introduces a grounded approach to brand building that starts with research and leads to clearer creative decisions. She shares how a structured process can make your work feel more aligned, more consistent, and easier to articulate, especially when you need to present your thinking to others.
Collect the right information and turn it into useful research
Interpret findings, identify patterns, and extract clear insights
Use the IDAR framework to move from intention to strategy to expression
Translate insights into a brand system that can be applied consistently
Present your strategic and creative direction with clarity and confidence