Conceptdevelopment course

For Graphic Designers

become an art director

From a blank screen to a beautiful logo. From a white sheet of paper to a typographic poster. In this course, Concept development,  you develop your creativity and experiment with materials. The focus is on your own style and visual language. The emphasis is on developing a strong vision and smart concepts.

what can you expect when you study Conceptdevelopment with art and the city?

What can you do after completing this course?

Are you ready to unleash your creativity? If so, explore the world of concept development in Amsterdam and enroll in our course today!

Indeed, concept development brings together creativity and strategy. After all, developing a good concept can be a huge challenge because the process from idea to execution is not always linear. In this programme, you will map out this creative process. Additionally, you will experiment with various materials and explore the boundaries of different media. Consequently, you will gain a comprehensive understanding of how to turn your ideas into reality.

Length, duration, and study load

The concept development course costs €2500 excluding VAT.

Alternatively, you can pay in 5 installments: €500 per month.

This popular course of 12 lessons, comprising 4 live days at our studio in Amsterdam and 9 online sessions. Course Start Date: Friday, September 5th, 2024 | Daytime

Entry Level and goal

The programme is structured around the four main design aspects: line, shape, color, and composition. Within each module, you will create images and illustrations that focus on one of these specific design aspects. Additionally, experimentation is key throughout the course. Consequently, you will be challenged to draw outside the lines and think with your hands. As a result, your new portfolio will put you in an excellent position to acquire assignments as a graphic designer or, for example, as an Art Director.

course itinery


After the kick-off to release your creative juices, the ‘Drawing’ section follows. First, how do you start a design based on sketches? Next, how do you turn this into a clear and attractive concept in Illustrator?

Paper Art

Paper art includes both 2D and 3D creations made from paper and cardboard. These can support various projects, such as articles in a magazine or blog posts. For instance, think of collages, abstract objects, peep boxes, wigs, papier-mâché, lamps, and hats.

Analogue Typography

Work with paper, magazines, and even textiles. In this module, you will develop an Analogue Topographical poster, among other things.


In this module, you will discover the power of images. Before working with Photoshop, consider what image you have in mind and how you can realize it. Furthermore, you will discuss design aspects, such as the effect of color versus black-and-white photography. Additionally, you will explore medium-related issues, such as point of view and viewing direction.

ready to take your skills to the next level?

Sign up for this course