This course is designed to help practitioners within culture and creativity to understand the importance of strategic branding as a tool to clarify an organisation’s position, realise its potential and maximise its influence. Over five sessions it focuses in depth on the process, creation and implementation of a powerful and distinctive brand strategy, and is directed towards professionals invested in communication and PR.

Who is it for ?

The course will be delivered by Pernilla Glaser and Jane Wentworth - two highly experienced brand strategy consultants. It’s aimed at professionals in Skåne operating in the cultural and creative sector, whether public or commercial, or across the wider academic, civic and cultural field. While the course is targeted at one-person companies, representatives of larger organisations are also welcome.

It is free of charge, but you must be employed (or self-employed) to be able to attend.

What will you learn?

During the course participants will be equipped with tools to understand, frame and develop their own organisation’s brand. They will learn about collaboration, creative risk-taking, internal mobilization, brand implementation and evaluation. The course offers practical case-based models as well as theoretical perspectives and creative exploration. It offers unique insights from international projects and will cater for the specific needs and resources for each participant. The aim is for participants to define clear goals and – over the course – build the confidence to fulfil them.

How is it structured?

The course will consist of 5 themed workshop sessions of approximately 6 hours each. Each session will include a presentation from Jane Wentworth on one of the following themes and in-depth workshops facilitated by Pernilla Glaser. Participants will also work individually on their cases in between sessions.

Session one: What is brand and why it matters.
Session two: How to build a distinctive brand and support your organisation through transformation
Session three: Bringing the brand manifesto to life and prototyping the future
Session Four: Explore, develop and optimising your assets
Session Five: Keeping it fresh – How to maintain continuous change

Please note that you need to be able to attend all sessions in person at Media Evolution.

Jane Wentworth

Jane Wentworth has a unique reputation for helping cultural organisations - including the V&A Museum, Tate and the Guggenheim Foundation – to articulate who they are and what they do in order to develop and communicate their brands. She is known for her clarity, insight and ability to engage the whole organisation in transformative work.

Pernilla Glaser

Pernilla Glaser is a facilitator focusing on interdisciplinarity and collaboration. She has been teaching at the Royal Institute of Art Stockholm, Goldsmith London and Uniarts Academy of Circus. She has worked with numerous universities supporting a climate for dialogue and collaboration, such as Center for Sociodigital Futures at Bristol University and University of Lund. Pernilla is an expert in the Vinnova Innovative Start-Up call. She has also written several books, the latest published in 2025 “Attempts to console”.

Practical information

Dates: March 20, April 10, April 24, May 22, June 5 2026.
Time: All sessions run from 9 AM to 4 PM with breaks.
Place: Media Evolution, Malmö
Level: No prior knowledge or experience in branding is needed
Cost: The course is free of charge for professionals within cultural and creative roles, but seats are limited. You need to be employed/self-employed and based in Skåne to be able to register.

How to register

Press the “Sign me up!” button at the top of the page and leave your registration of interest before March 8.
The course is free of charge thanks to funding from the European Social Fund – therefore we need to collect statistics and personal information about all participants and their organisations. The registration form takes approximately 10 minutes to complete.
Once you have registered your interest, Media Evolution will contact you shortly to ask an authorized signatory from your company to sign a certificate that confirms your participation. Once the certificate is signed, your seat is confirmed.
You are now enrolled in our competence development program and will get the opportunity to connect with other like-minded professionals as well as receiving regular updates on what’s happening in the Media Evolution community. We’re really looking forward to having you with us!
This course is part of Create, Adapt, Sustain – a project that supports creative professionals in Skåne to strengthen digital skills, leadership competences and Futures thinking. It is run by Media Evolution in collaboration with Region Skåne and The City of Malmö, with funding from the European Social Fund.

Illustration by Anna Olsson.