Brand. Protest. Algorithm. ArtCamp's Visual Communication course will explore the design of ideology

When does a protest become a brand, and when does branding turn into propaganda? The Visual Communication course at this year's ArtCamp at the University of West Bohemia will be led by cultural researcher, designer, and journalist Oded Ben Yehuda. Applications are open until 31 May.

Oded Ben Yehuda is a graphic designer, brand strategist, cultural researcher, activist, and educator. He teaches at the Holon Institute of Technology, runs his own creative studio, and is the founder of Graphics & Words, a platform dedicated to visual culture and branding. As an author and designer, he focuses on branding, visual communication, social engagement, and the relationship between design and ideology. His work has been shown at international exhibitions and in projects exploring the intersections of design, branding, and public space. In an interview with INFO.zcu, Ben Yehuda primarily spoke about the Visual Communication course he will be teaching at this year's ArtCamp in Pilsen.

What will participants create during the course?
Over five intensive days, participants will dissect the visual mechanics of power, turn ideology into a simple image, and create bold hybrid projects that blur the line between activism and marketing. In addition, we will look at the impact of artificial intelligence over the past few years – a new player that has changed the rules of this visual game. Using DIY methods, AI tools, and critical design thinking, they will create works that do not merely look relevant but question the very meaning of relevance.

In the course description, you mention that participants will explore the relationship between brands and ideology. What brands will you be working with?
Using examples of brands such as Patagonia, Toms, United Colors of Benetton, Nike, Diesel, and Pepsi, we will observe, discuss, and analyze some of the most influential commercial brands and their ideological activities – the good, the bad, and, at times, those that are damaging to the brands themselves. At the same time, we will explore how contemporary protest movements have learned to spread their message exactly like commercial brands.

How does visual imagery function in contemporary protests?
Public protests have been an inseparable part of our lives for decades. Over the past ten years, their power and significance seem to have grown. Their impact is visible in the recent elections in Hungary and other European countries. As part of the workshop, we will discuss the world of contemporary protests, which have transformed their forms and the rules of the "game".

Who is the course intended for?
The course is intended for participants with an interest in design, culture, and public discourse, and is particularly suitable for those with a background in graphic design, visual communication, branding, strategy, or current affairs. This is not just a workshop about design; it's a lab for the visual language of influence.

The milestone 20th edition of the ArtCamp summer school at the Ladislav Sutnar Faculty of Design and Art at the University of West Bohemia in Plzeň will begin on Monday, 13 July, and run until Friday, 31 July.