What is the added value of developing a Master in Communication Design with a multidisciplinary approach?
Like many colleagues, I belong to a generation that has itself benefited from courses and master’s programs focused on creativity. I distinctly recall the sense of emptiness I felt at the end of my program: while I had learned how to “do my part” creatively through numerous exercises, I struggled to place myself within a broader vision—a perspective I only gained later through experience. The ambition of a multidisciplinary course like this is to create a creative professional who is aware of what is happening around them. This professional doesn’t think in silos but rather has a comprehensive view that spans the entire process, from start to finish. We are convinced that an aware creative is a better creative.
How does SPD’s Master in Communication Design differ from other communication programs on the market? How significant is SPD’s reputation as a premier design institution with over 70 years of history?
The first standout feature is its international focus. The numbers speak for themselves: students enrolled in the Master come from almost every continent. This allows us to develop a course that is neither exclusively “Italo-centric” in terms of input nor output. In addition to offering an education without boundaries, we also expect our students to bring diverse contributions to the work we do together.
Another key distinction is the program’s curriculum, which incorporates disciplines rarely included in similar courses. Our mantra is: “Think first, design later,” as we prioritize creative thinking at the core of our approach. Only an institution like the Scuola Politecnica di Design (SPD), with its rich history, could conceive an innovative program like this. On one side, it is accredited by Teesside University, ensuring the quality and reliability of this collaboration. On the other, it works closely with real clients, who present actual briefs and evaluate the resulting work.
What role do real brands play in the educational process? Can you share concrete examples of campaigns developed by students?
The active involvement of major brands in the Master’s program is undoubtedly a standout feature and a differentiating factor in its design. Working on real-world tasks with specific requirements and tight deadlines is essential for training students to be not only effective but also efficient. Students will develop campaigns spanning from classic media to the most innovative, leveraging the expressive richness offered by today’s technology and market opportunities.
What is the role of a communication designer in today’s media landscape?
Today’s communication designer must possess the skills to intervene not just at the creative output stage but also in the strategic-creative decisions of clients, who increasingly seek direct engagement with creatives. Lateral thinking is not only a method for producing great creativity but also a means of finding solutions to problems that linear thinking cannot address.
What essential skills are required today, and how does the Master help students develop them?
The communication designer must step out of the creative department and become a cultural leader. They need to interpret the market and the world around them, proposing innovative approaches that break rules and forge new paths. However, they must do so while convincing stakeholders often constrained by a “this is how we’ve always done it” mindset. Achieving this requires credibility, which comes from a thorough understanding of existing rules, an empathetic approach to collaborators and clients, and critical thinking—all competencies the Master prioritizes developing.
The Master addresses evolving sectors like technology and digital media. How are these transformations integrated into the curriculum?
Staying true to our belief that ideas and thinking come first, we equip our students with all the tools they need to feel confident in an increasingly digital world. This enables them to offer innovative solutions powered by technology. The beauty of this profession lies in its constant evolution; today, more than ever, there are countless ways to develop and execute creative ideas.
What do you hope students take away from the Master?
In his brilliant writing guide On Writing, Stephen King describes a toolbox that every writer should have—a fundamental set of skills that complements talent and forms the foundation for any respected writer’s craft. Similarly, I hope that each student leaves the course with a rich toolkit of knowledge and experiences to help them unlock the countless opportunities awaiting them in the communication market. More importantly, I want them to have the confidence in their abilities to make the right choices as they embark on their careers.