SDN Academy Events - Other

What is a brand? How do you define, create and evolve one? And why is it important for service design?

What to expect?

What is a brand? How do you define, create and evolve one? And why is it important for service design? Join Fiona Myles in this half-day course covering the key business considerations, principles and tools of branding for service design. The course will not only cover the why, what and how of defining, creating and evolving service brands, but will also provide some insight in naming and organising service brands as portfolios.

The course will include presentation, exercise and interactive sessions.

What are the takeaways from this training?

You will learn:

  • What a brand is and how it is defined
  • Why a brand is important for service design
  • How to go about creating and evolving a service brand
  • What the key principles and tools are
  • How to organise service brand portfolios
  • How the industry is evolving

Course Outline 

  • Branding specifically for service design
  • Delivering at customer touch points
  • The role design plays
  • Naming and organising service brand portfolios


Who is this course for?

Service designers, design strategists and anyone interested in harnessing the power of branding in their practice.

Financial Inclusion

We, as the Service Design Network, support financial inclusion as part of our DEI mission (Diversity, Equity, and Inclusion), based on the world bank clusters. So, if you think you are eligible, please contact us at

Course Dates and Times​

April 18, 2024 | 14:00 - 17:30 CEST (GMT+2)
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Early Bird Members              €125
Early Bird Non Members      €150

Regular Members                 €140
Regular Non Members         €165


Enroll today! 

Fiona Myles
Fiona Myles - Invited Trainer

Fiona is a brand strategist, design thinker and lecturer, with over 25 years of experience. After working at brand consultancies Wolff Olins and Elmwood, Fiona founded her own consultancy Kin, recent clients include British Council, British Library, Bupa, Design Council, Emissions Analytics, The National Lottery Heritage Fund and The University of the Arts London. She has recently collaborated with service design agency Unboxed Consulting to brand a government digital service.

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