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Branding Workshop

2022

Sharing And A Half’s Empathy-driven Branding Process with the Creative Community

  • Client

    Design Center of the Philippines

  • Duration

    1-day Face-to-Face Workshop

Our studio was approached by the Design Center of the Philippines (DCP) to provide an open capacity-building workshop in line with Design Week 2022. The workshop we designed aimed to introduce the And A Half branding process to young creatives and equip them with the proper tools and frameworks that incorporate empathy-building, creative thinking and collaboration.

Demographic –
The Design Center of the Philippines offered this free workshop to both students and professionals who aim to learn how And A Half uses empathy as part of its branding process. The workshop was attended by 32 creative professionals and enthusiasts, from a shortlist of 80 sign-ups.

Skill Set–
The workshop was open to all interested parties – from students to creative professionals.

Participant Needs–
The participants needed to be grounded on foundational as well as technical skills to enable them to process and refine their entries further. They also needed guidance on how to work more practically, especially with limited resources.

The three-hour workshop was designed to be practical and immediately applicable to creative professionals, mixing in short lectures with hands-on activities and group feedback.
The participants were paired up and asked to map ideas based on their partner’s favorite food or delicacy from their respective hometowns.
A printed module and writing materials were given out to all participants to be used for the workshop activities.
After each lecture and activity, participants were given space to share and get feedback from both their partner and the larger group they were working with.

Following suggestions from their peers, the participants left the workshop with a rough creative strategy for their imagined brands and frameworks with which to design brands (with empathy) in the future.

“What is your key takeaway from the workshop?”

“Good stories come from a place of emotional connection”. As designers we must tap into what our audiences value to be able to guide them through their goal.”


“We Filipinos are very emphatic in nature, it’s something that should be used as an asset. Personifying the end user and figuring out how our design affects those users through tedious research and understanding is a vital step to achieve an effective design.”
– Participant Survey Feedback

“Empathy is a great medium for designers to live the life, or personify, [who] they are designing for. It gives root to the rationale, answering the questions why, how and who which creates a narrative.”