Rodrigo F. Pereira, founding partner of BR/BAUEN, joins this month the guest faculty of the Brand Design, Strategy & Technology Bootcamp at Miami Ad School Brasil. The school is part of an international network of creative education, founded in Miami in 1993, with campuses in several countries.
The class brings together professionals from design, branding and advertising. Rodrigo's session, "Case Design", starts from a question that is simple to ask and hard to answer: how do you show the value of a project to the world, and to whom? The session combines a lecture with mentoring on the participants' own projects.
Its thesis is that the value of design is subjective. It lies neither in how long the project took nor in the quality of the drawing itself, but in the size of the change the client expects to get. The client buys an expectation of transformation, almost always blind, because they do not know the process. The case is what makes that journey visible: context, challenge, solution and results, written for whoever is on the other side, whether a client, a partner or a future employer.
From there come the practical rules the class discusses: the content makes the case, never the other way round; one case does not make a summer, and what builds relevance is positioning and consistency across many projects; the project comes before the case, so document the process; and forget vanity metrics, because likes do not close projects. BR/BAUEN learned much of this the hard way, presenting work to clients in more than ten countries and to award juries, and that is the experience Rodrigo brings into the classroom.
