The Beyond Aesthetics Program
“Explore the unseen layers of perception.”
The Beyond Aesthetics Program challenges participants to delve into the unseen layers of perception, culture, and strategy. Through conceptual narratives, each edition is uniquely designed to inspire critical thinking and innovative solutions across diverse marketing landscapes.
TLDR — Jump to the 389 Project ↓
Branding, beyond the visuals.
The inaugural edition of the Beyond Aesthetics Program is in partnership with the American University of Kuwait, designed for the BUS 389: Special Topics in Business — Branding class, led by Dr. Shihanah Al Mutairi. The course introduces students to the intricacies of brand strategy, encouraging them to think critically and creatively about branding beyond visuals.
Students immerse in a detailed brand audit of a rebranded energy drink, applying foundational theories like the Customer-Based Brand Equity model, Brand Resonance, and Competitive Analysis — fostering communication, critical thinking, and technology agility for real-world brand management.
Explore the Program Booklet
Hello, 389'ers
A complete brand story, told across four readers. Turn the pages of each publication below — from the brand narrative to the data behind it.
The Endless Spark
“The Endless Spark” guides students in exploring branding beyond visuals — focusing on the narratives, strategic foundations, and deeper elements that shape a brand's identity, and the storytelling within branding.
Solace Brand Guideline
Presenting the Solace Brand Guideline — a blueprint to Solace's identity, values, and vision. From logo and mantra to color palette and typography, the system that holds the brand together.
Market Data
Explore comprehensive insights and key metrics that shape the energy drink market landscape in this detailed market data document — the evidence behind the strategy.
That's a wrap. Great job, 389'ers!
The Solution Key highlights Solace's branding flaws and offers clear, actionable solutions. Rooted in strategic insights, it bridges the gap between narrative, design, and audience connection — setting a standard for cohesive, impactful branding.
Open the Solution Key