Course N°02 — Branding
Build a Brand People Remember
with Elena Marchetti
Brand director behind 40+ launches
A working founder's guide to naming, positioning, and visual identity — how to look like a category leader before you are one.
What you’ll walk away with
Skills, not certificates of attendance
Curriculum
3 chapters · 10 lessons
3h 45m total01Positioning before pixels3 lessons+
- 1What a brand actually isVideo12:15
- 2The onliness statementVideo15:38
- 3Studying your category's visual codesVideo13:44
02Naming and voice3 lessons+
- 1The four kinds of names that workVideo17:02
- 2A naming sprint, start to finishVideo22:19
- 3Finding a voice that isn't beigeVideo14:51
03Visual identity for non-designers4 lessons+
- 1Typography carries 80% of the weightVideo16:30
- 2Color with intentVideo12:47
- 3Briefing and judging design workVideo19:25
- 4Live critique: 5 startup brands, rebuiltVideo26:40
Your instructor
Elena Marchetti
Brand director behind 40+ launches
Elena spent a decade inside world-class studios before going independent. She has named, positioned, and art-directed launches for challenger brands across food, fintech, and fashion — several of which became household names in their markets.
View profile →“We rebranded over a weekend using her system. Investors started replying to the same deck that got ignored before.”
Verified student, cohort 1
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