In the new academic year 2025–26, Istituto Marangoni Milano Design opens a direct dialogue with the world of branding through an outstanding collaboration with FutureBrand, the global brand consultancy that for over twenty years has been helping companies and organizations build identities capable of shaping the future.
The project takes shape within the course Communication Skills and Techniques, part of the 2 years Master Course in Communication Design, where theory meets practice and creativity turns into strategy.

A laboratory for brand thinking

Conceived and directed by Marco Morini, Strategy Director at FutureBrand Italy, the course guides students through a journey that blends vision, analysis and experimentation.
Across 25 lessons, participants explore the core disciplines of contemporary branding, led by industry professionals — including strategists, designers, content experts and project managers.

From building a brand strategy to defining a tone of voice, from developing messaging frameworks to applying the principles of design thinking and brand-led business transformation, students learn how to express a brand’s value and personality through a language that is coherent, distinctive and emotionally engaging.

Giving form to meaning

Today, a brand is not merely a logo or a product — it is a vision of the world.
FutureBrand brings this perspective into the classroom, guiding students to understand how communication can become a tool for both cultural and business transformation.
The course encourages reflection on how strategy, language and design can build trust, generate empathy and inspire action.

“A brand is, ultimately, a point of view on the world.”
— Marco Morini, Strategy Director, FutureBrand Italy

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A bridge between education and industry

The collaboration with FutureBrand is a tangible example of Istituto Marangoni Milano Design’s educational philosophy: fostering real connections with the professional world and offering students learning experiences that mirror the dynamics and challenges of the industry.
Through this synergy, the school reinforces its role as a platform where talent meets enterprise — a place where knowledge evolves into competence and creativity becomes a tool for vision.

Balancing theory and practice, strategy and language, this collaboration offers students a unique opportunity to enter the heart of branding and to learn how to build identities that speak to the future.