Class Hesse University of Art and Design Offenbach
Class Hesse University of Art and Design Offenbach

Lehrgebiet Konzeptionelle Gestaltung
Prof. Klaus Hesse

Conceptual Design at HfG means assignment-oriented communication design. It involves presenting in a cross-media manner content-based and sensory interrelationships. The concepts and visualizations to be developed are Subject to the task and idea, and not to the designer’s own creative abilities. Experience gained during study programs in the fields of photography, text, typography, illustration and layout is desirable, but not a condition. All media and forms of presentation are integrated in the course. The program itself centers on innovative, practice-oriented and culturally responsible teaching. Collaboration with employers from the economic and cultural sectors is a fixed component of the curriculum. Flexibility, intelligence, sensitivity, endurance and above all enjoyment of applied communication are the true foundations of this field of study. 

Modules of the foundation course  

2nd to 4th semester 

 

BASICS OF COMMUNICATION DESIGN (301) 

Theory 1: The nature, key areas, media, tools and qualities of communication design. 

Theory 2: What is an idea? Context between content, stance and form.  

Structure: Assignment-oriented interaction with the forms of presentation of text, typography, illustration, photography and video. 

 

POSTER DESIGN (304/308 Conceptual Design I/II)  

Content: Conception and design of individual posters and poster series, emotional and mental compression of complex ideas, exploration of text, typography, photography and illustration, media-specific application.  

Aims: To identify and communicate essential information, gain experience in serial design, link conceptual and formal aesthetic skills, build confidence in designing with various representative media.  

 

Modules of the main course 

5th to 9th semester  

(308/313 Conceptual Design II/III all modules) 

 

EDITORIAL DESIGN  

Content: Editing, conception, design and realization of periodicals, as well as knowledge and literature structuring. Art direction, text, illustration, photography, editorial and team management, workflow and production management. 

Aims: To develop and realize editorial communication, gain experience in complex projects, team skills, and an understanding of the production process. 

 

CORPORATE DESIGN 

Content: Research, re-briefing, strategic study, conception and design of corporate identities, development of modular design components and systems, cross-media design and application, educational processing and presentation of material. 

Aims: To identify links between strategy and design, between form, media and content, to gain experience of complex projects.  

 

CORPORATE COMMUNICATION 

Content: Research, re-briefing, strategic study, conception and design of integrated communication and campaigns, cross-media realization, educational processing and presentation of material. 

Aims: To identify links between strategy and design, gain experience of complex projects and campaign-oriented communication. 

 

POSTER DESIGN 

Content: Conception and design of individual posters and poster series, emotional and mental compression of complex ideas, exploration of text, typography, photography and illustration, media-specific application. 

Aims: To identify and communicate the essential information, gain experience in serial design, link conceptual and formal aesthetic skills, build confidence in designing with various representative media.  

 

TEXTS (with Maryam Miremadi)  

Content: Idea development, script development, text exercises, condensing of set essays, articles and commentaries, reflection on freely chosen topics incl. research, illustration by means of adding images and text.  

Aims: To identify and understand the key points, to think in images and ideas, expand possibilities of linguistic expression, express own opinions on unfamiliar contexts, teaching skills.