Content and structure

Course content.

Students explore the methods of trend and futures research: They categorize current developments, identify trends, analyse aesthetics and design innovative products, service and events.
On the basis of the phenomena of everyday culture, the major makes students more aware of different categories of identity and the fact that identities are fluid and changeable. Students recognize design potential and implement it in attractive and informative images, worlds and events.

Learn to initiate, design and present design projects. Students are able to implement their creative projects independently in analogue and digital form, and appeal to others with their independent aesthetic style and approach.

Course structure.

Theory and context 
The major explores aspects of design history and teaches sociological and cultural-scientific theories. Students analyse modes and reflect on the topic of identity at the theoretical level. The major-specific content is supplemented with a department-wide range of courses. 

Design basics 
Students design two and three-dimensional products and follow design processes from the idea, to the implementation and presentation. They are also introduced to the working methods in studios and workshops. 

Explore trends 
The focus is on the terminology and methods of trend research. Besides the design of texts and images, students also work on implementing trends in products and events. 

Create identities 
Students explore inequalities in different topic areas and formats, where they visualize, document, develop and list identities. 

Practical work with other majors 
Learn how to act and work in interdisciplinary design teams. Students formulate and implement joint ideas on a current issue, learn how to communicate design processes, and get across their understanding of design in discussions with others. 

Graduation project 
Develop an independent theoretical, design-based graduation project on an individual topic and, in doing so, explore an issue in the area of Trends & Identity. Support is provided in the form of mentoring sessions. 

Skills acquired in the course.

  • Discover, analyse and communicate trends in texts and images
  • Critically reflect on and design aspects of identity in a contemporary manner
  • Categorize and discuss historical, sociological and ethnographic theories
  • Impress others with your own aesthetic style and approach.
  • Based on specific content, select an appropriate means of implementation – in texts, images, products or events 
  • Implement creative projects independently
  • Initiate, design and realize design projects
  • Curate, present and communicate projects 

Admissions requirements.

You are curious, a critical thinker and would like to make your mark. You also have the following skill set:

  • Creative talent
  • A real flair for anticipating new developments
  • A keen interest in societal transformation and identity concepts
  • Able to entertain different perspectives 

Benefits of studying at ZHdK.

The Major in Trends & Identity is characterized by close collaboration with renowned institutions in the area of trend and futures research:

  • Sturm & Drang, Hamburg
  • Trend One, Hamburg/Zurich
  • Mare Research, Amsterdam

Partnerships have been established, among others, with:

  • Cultural institutions such as the Museum of Design Zurich, Gewerbemuseum Winterthur [Museum for Applied Arts and Design] and Kunsthaus Zurich
  • NGOs such as Amnesty International
  • Magazines such as Annabelle and Transhelvetica
  • and companies such as Globus, Bally and PKZ 

Studying at ZHdK offers you a wealth of benefits.

  • Take your future in hand: You enjoy a contemporary, interdisciplinary, highly specialized education. 
  • You have access to the Toni Campus. This centre for education and culture combines all disciplines under one roof and is unparalleled in its dimensions anywhere in Europe. 
  • ZHdK regularly puts on projects and events. 
  • You benefit from professional networks and collaborations with the creative industry and other educational institutions in Switzerland and abroad.