Course Name: Brand-Driven Car Design


What is your brand’s design DNA?


What makes people love your brand?



Learn about the emotional function of a brand and how design plays a crucial role in brand recognition communicating the brand message (theory and practical exercises).


Design DNA

Learn how to extract a brand identity and how to transform the brand values and beliefs into a sophisticated and timeless design DNA (theory and practical exercises).



Learn how design trends develop, how to detect new design trends and integrate trends in an existing design DNA and about regional differences in design taste (theory and practical exercises).



The course will consist of hands-on project based learning assisted by the master in combination with lectures depending on the knowledge level of the attending students.


Target of the first week is to define the scope of the design project. Students can either select the topic of their design project themselves,  together with the master or it will be given by industry partners. The topic of the design projects can differ from near future sustainable urban  living  products  (new  green  home  appliances,  space  saving green  furniture, green bathrooms, green kitchens, personal electronics, etc.) to near future sustainable urban mobility (car concepts, personal mobility, public mobility). The projects can be handled in small groups or individually.The first steps in the project will be carried out:


· identifying challenges and chances of urban living;
· research on the selected subject and a possible historical reference in Chinese history;
· brainstorms and workshops to develop new product ideas;
· first sketches and first rough models;
· a work schedule will be set up depending on the chosen time module.


Target of week 2 is to select the right concept to be developed. Based on the ideas and first sketches, design concepts will be developed by  hand  sketching  and  rough  3D  CAD  models.  After  a  thorough  evaluation of several design concepts in terms of design, usability and  sustainability one concept will be selected to develop further. A work schedule will be set up depending on the chosen time module.


Target of week 3 is to develop the chosen concept further into the final design in terms of finalizing the shape, material choice and color selection, producibility, branding, etc. The design concept will be finalized in 3D CAD and will be made presentable by renderings. A design model will be made by hand or by rapid prototyping.


Every student or student team will present their work in front of the team and important guests from the industry, followed by a big party. The work will be presented in an exhibition in the DTMA CCIC building and in an online presentation. Furthermore the concepts will enter design concept awards, like the iF Concept Award to receive international recognition.



Students will have 3 weeks of overseas study in Holland and Germany, providing students with field experience in famous universities, design centers of the industry, exhibitions, museums, etc. Study and communicate with foreign outstanding scholars and professionals, studying advanced techniques in industrial design.



Apart from taking professional courses given by industrial masters, DeTao, by taking use of its multiple resources of masters in various industries, also offers many general courses designed to improve the apprentices’ capacity. Such courses are about creativity, innovation, leadership, entrepreneurship and project financing, etc. which aim to cultivate the versatile talents in the international high-end industries.

Students in Art, engineering or design.

Post graduates in the relevant industries.

Design staff.

Anybody with an artistic talent and an open mind set.

Personal CV, certificate of basic English skills, personal portfolio that demonstrates conceptual and formal expertise including research, idea sketches, renderings, and designs.

After test, qualified apprentices will receive the Certificate of Industrial Elite which is co-issued by SIVA and DTMA, and the Endorsement Letter of Masters. Graduates of distinction will receive a personal written recommendation letter of Master Prof. Mathis Heller.

60000RMB, Including registration fees, tuition fees, certificate fees and teaching management fees; Besides fees of teaching for “Overseas Study” ,other costs (including travel, accommodation, etc.) are paid by the participants themselves; schools provide students with accommodation and catering facilities, other related expenses are paid by the participants themselves.

Tel: 400-680-5608

Fax: 021-67828107

Address: Detao Shanghai Centre, at SIVA, 2200 Wenxiang Rd Songjiang District, Shanghai, China

Contact Person: Maohui Xue

Detao Shanghai Centre, at SIVA, 2200 Wenxiang Rd Songjiang District, Shanghai, China