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This course aims to equip students with the essential skills to effectively communicate their design projects to a diverse audience. Through understanding communication models, storytelling techniques, branding strategies, transmedia narratives, and content creation, students will learn to craft compelling narratives and execute impactful communication strategies for their design interventions.

Keywords: Storytelling, Communication, Narrative

Learning Objectives

  • Understanding Communication Models: Introduction to communication theories and models applicable to design projects.
  • Storytelling Techniques: Applying narrative techniques to effectively convey project ideas and narratives.
  • Project as a Brand/Persona: Defining the mission, vision, tone, archetype, and style of a project.
  • Defining Audience: Strategically selecting the stakeholders you want to communicate with, and the media channels to do so.
  • Transmedia Storytelling: Exploring diverse media for storytelling and mapping audience engagement.
  • Content Strategy Development and Execution: Developing and implementing a comprehensive communication strategy across multiple media, using different communication pillars.

Methodological Strategies

  • Case studies.
  • Workshops.
  • Project-based learning.
  • Peer learning.


Introduction to Communication Models

  • Fundamentals of communication theories.
  • Models applicable to design projects.

Storytelling Techniques

  • Narrative techniques for effective project communication.
  • Crafting compelling narratives.

Project as a Brand/Persona

  • Defining the identity of a project, including mission, vision, tone, archetype, and style.
  • Creating the project brand.

Defining Audience and Media Channels

  • Strategically selecting target stakeholders.
  • Identifying suitable media channels for communication.

Transmedia Storytelling

  • Exploring various media for storytelling.
  • Mapping audience engagement strategies across media.

Content Strategy Development and Execution

  • Creating comprehensive communication strategies.
  • Implementing strategies using different communication pillars.

Case Studies and Practical Applications

  • Analyzing real-world examples of effective communication strategies.
  • Group discussions and case study presentations.

Final Project Presentation

  • Feedback and evaluation.


  • Communication strategy applied to different medias to communicate your project to your desired stakeholders.
  • Tandem content created with another student.

Grading Method

Percentage Description
50% Personal project communication
50% Tandem project development

European Credit Transfer and Accumulation System (ECTS)


Additional Resources


Pablo Zuloaga Betancourt

Pablo Zuloaga Betancourt

Futures Designer, Creativity & Strategy Consultant / POWAR Founder

Experienced Creative Director with 15+ years in global agencies and brands across Latin America and Europe. Holds a Master's in Future Design, specializing in digital manufacturing and emerging tech. Over 6 years of teaching in diverse universities, focusing on communication, creativity, design, and storytelling.

Founder of POWAR, a Barcelona-based R+D Ed-Tech studio driving planet-centred STEAM education. Known for strategic vision, expertise in innovation, project management, and audiovisual production. Researching around the future of education.