Aprender Design


In a world saturated with brands, become fluent in comprehending and crafting standout and impactful visual identity systems with Carlos Bocai (Base) and Julia B. Aguiar (Jones Knowles Ritchie).

Why take this course?

We're overwhelmed by images.

Images are created, shared, and destroyed within seconds. In this scenario, which brands actually make an impact on us? An identity, or a brand, is no longer confined to just a logo; instead, it unfolds into a set of elements that shape a complex visual system.

Sharpen your perspective.

Skillfully dissect visuals while comprehending nuances, identifying strengths, and pinpointing areas for improvement. This course is a collective exercise and a continuous journey of exploring methods, connecting knowledge, and unraveling what's behind authentic and successful visual identities.

Build identities with a unique point of view.

Venture through case studies, discussions, and dynamic assignments: from conception and idea development to execution. Through direct mentorship, you will receive valuable feedback and sharpen your skills by developing a project with a solid conceptual foundation — culminating in a compelling presentation at course completion.

What are you
going to learn
in this course?

Now and Then

An open conversation about Carlos & Julia’s careers and the challenges of navigating a competitive global design industry. Additionally, we will discuss the evolution of design over time and its influence on the emergence of trends throughout history.

What is a Reference?

Introduction to the process of creating a visual repertoire. We will discuss the significance of everyday observation as an exercise in critical analysis. We will also deconstruct the notion of "good design" by delving into trends, category codes and questions about Taste vs. Suitability while assessing pertinent projects.

The dialogue between visual and verbal

Emphasis on the significance of laying robust conceptual foundations as the primary step in crafting meaningful identities. We will explore research tools and idea generation techniques to facilitate conceptual visualization and the development of creative territories.

What makes a design system?

This module breaks down how a visual identity toolkit is composed of elements that work together as a system to communicate the brand personality. By analyzing how name, logo, typography, color palette, graphics, and art direction combine, we will delve into the scalability of these components across various platforms and levels of expression.

Experimentation and Creative Processes

An introduction to methodologies for generating solid and varied visual concepts while curating ideas into a compelling brand story. We'll explore practical examples of dealing with creative blocks, embracing experimentation, and highlight the importance of storytelling as a presentation tool for effectively advocating for your projects. To conclude, we will engage in an open conversation about a designer's responsibility as a creator.

World-class professionals ready to teach you.

Carlos Bocai

Associate Design Director, Base NY, previously JKR, &Walsh and Gretel.

Julia B. Aguiar

Senior Designer at Jones Knowles Ritchie NY and partner at Anywhere.

Enroll today for our next class


US$ 850

10% discount for former students. If you have completed at least one course with us in the past, you are eligible to receive the discount immediately.

We offer scholarships. If you are a member of an underrepresented or marginalized community, have an annual income of less than $45,000.00, are unemployed, or work for an organization making a social impact, you could be eligible for a scholarship immediately. Enroll now.

Course Duration

6-week course.
7 classes — Tuesdays and Thursdays from 7pm to 9.30pm EST

All classes take place live via Zoom. The links are automatically sent to your email and WhatsApp (optional). The sessions are recorded and will be available to students.

What you can expect attending Decoding Identities

Remote classes.

Our classes are always remote and live via Zoom so you can get the most out of it and have real connections with your peers and the instructor.

Stay close.
Learn more.

You have direct access to the instructor and your peers with an exclusive channel on Slack, allowing you to exchange experiences and learn from world-class professionals and students worldwide.

A platform
tailored for you.

From the moment you enroll in a class to the moment you get the certificate, we designed a platform that gives you the best experience. Alune is our proprietary platform where you can watch back the Zoom sessions and keep up with your progress anytime, forever.

Learn from
real-life examples.

You can also be eligible for our Talent Program, which puts you in front of top-tier companies ready to hire. After completing the course, you’ll receive a certificate to celebrate the achievement and brag about it on social media.


Who is this course for?

This course is great for recent graduates, junior designers, or anyone looking to deepen their understanding of conceptual and systematic thinking.

Is the course more theoretical or practical?

In general, the classes will have a greater focus on presenting concepts and exchanging ideas, aiming to expand your visual vocabulary and enhance critical analysis. However, the program includes practical activities to be completed outside of class hours. These individual activities are relatively short and optional, yet they enrich your learning experience, and you will receive feedback from instructors on them. Additionally, the course features a more extensive group project, which is a mandatory component, and one of the 8 classes is exclusively dedicated to providing guidance on this project.

How does the final assignment work?

As a way to apply the learnings and discussions, the students are given a group project to be presented at the end of the course. They will receive 1:1 live mentorship as they work on designing a visual identity system for a music playlist of their choice. The groups will have approximately 3 weeks to work on the assignment until the presentation day, where they will receive feedback from instructors and a special guest.

Is each class structured around the topics from the outline above?

Not necessarily. These topics will be recurring themes throughout the entire course and will likely come up in multiple classes.

What tools do I need? Will I learn how to use specific software?

No, the course's scope does not include technical instruction on any software. However, certain activities may require familiarity with vector or image manipulation software.

How can I communicate with the instructors and peers?

Upon application, you will be added to a private Slack group with instructors and other students. It is a place for questions, exchange of ideas, and inspiration, in addition to official communication and announcements.

Let us help you

Need help to decide?
Let's chat.

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