Master in Visual Brand Design Course starting February 4th, 2020 Deadline October 25th, 2019

Founded in 1926, Ducati now builds racing-inspired motorcycles characterised by performance engines with desmodromic distribution, innovative design, and avant-garde technology. The company produces a range of premium motorcycles with technical and design features that covers the main market segments with the following model families: Diavel, XDiavel, Hypermotard, Monster, Multistrada, Panigale, SuperSport.


How should a heritage brand communicate itself throughout different generations? Ducati wants to launch a new brand awareness campaign in order to expand its market to younger millennials (25-35 years old) customers from, for example, China and Middle-East as well as Europe and North America. You are asked to conduct a careful analysis of the brand (history, heritage, values, products) and design the concept for a new promotional campaign.

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