Masterclass in Brand & Creative Strategy

We transform creative minds into industry shapers.

Geometric Shapes is the bridge between creative ambition and real-world mastery a living platform that gives thinkers, makers, and disruptors the knowledge, community, and tools to reshape their industries.

We're not here to hand you a certificate. We're here to shape you into a practitioner who builds brands that last.

Course information

  • This course is for: Mid-to-senior creative and marketing professionals.
  • Duration: 8 weeks, 6 teaching Saturdays, 1 independent project week, 1 final presentation day.
  • What's included: Tools, templates, and exercises.
  • Real projects: Case studies from real brands we've designed at Geometric El Djazair.
  • A welcome kit.
  • Access to a community of alumni.
  • Online sessions led by industry practitioners.
  • A completion certificate.
  • Location: Rue de Brazza, Colonne Voirol, El Mouradia, 16000, Algeria.

What will you learn

  1. 01

    The Business Edge.

    How to ground every creative decision in real business fundamentals.

  2. 02

    Precision Positioning

    How to segment, target, and position a brand with rigor.

  3. 03

    The Brand Wheel

    How to build a brand's core, personality, and expression with the Brand Wheel framework.

  4. 04

    Creative Territory

    How to translate strategy into a creative territory that survives real client pushback.

  5. 05

    The Pitch Room

    How to present, defend, and sell strategic work in the room.

  6. 06

    The Judgment Call

    Where AI genuinely accelerates your process, and where your judgment has to stay final.

Price

100,000 DA

Your instructors

Omar Touileb

Managing Director · Strategy & Creative Director

Omar Touileb is a Managing Director, brand strategist and creative leader working at the intersection of business, branding, creativity and culture.

With more than 15 years of experience across advertising, brand strategy, marketing and creative direction, Omar has built his career around one fundamental belief: great brands are not simply designed, they are built through clarity, relevance and meaningful ideas.

As Managing Director and Strategy & Creative Director at Geometric El Djazair, Omar leads the agency's strategic and creative vision, working across brand transformation, communication, digital experiences and business growth.

Over the years, he has been involved in projects ranging from brand strategy and positioning to naming, visual identity, campaigns, digital ecosystems, packaging and brand experiences. This multidisciplinary perspective has shaped his approach to branding: connecting the strategic thinking behind a brand with the creative systems that make it tangible, recognizable and culturally relevant.

Through this masterclass and workshops, he shares the realities of working in the creative industry from the inside: how brands are actually built, how strategists and creatives can think more like business leaders, how creativity can create measurable value, and how to develop brand systems that remain relevant in an increasingly fragmented and fast-moving world. His approach is pragmatic, provocative and deeply human.

“A brand is not what you make people see. It is what you make people understand, feel and believe.”

Omar Touileb

Adem Oumeddour

Brand Consultant · Brand Strategist · Brand Designer

Adem Oumeddour is a brand strategist and creative consultant at Geometric El Djazair, bringing more than five years of experience in branding, brand strategy and corporate identity.

Working at a Creative Director level, Adem has contributed to the development and transformation of more than 15 brands, spanning brand positioning, identity systems, corporate branding and strategic brand development. His approach combines strategic thinking with a strong understanding of how brands are translated into coherent, distinctive and meaningful identities.

Alongside his professional practice, Adem is pursuing academic research in branding and corporate identity at the Vienna University of Economics and Business, exploring the evolving relationship between brands, organizations and the systems that shape their identity.

At Geometric Shapes, he is also involved in curriculum design and educational development, helping structure learning experiences that connect contemporary branding theory with real-world industry practice. He delivers the online component of the masterclass sessions, bringing practical frameworks, research and international perspectives into the learning experience.

“In branding, strategy without design is theoretical, design without strategy is decoration.”

Adem Oumeddour

Your instructors' work

Course structure

Week 1

Business Thinking

Connect brand decisions to business fundamentals and learn to read the business question hiding inside every creative brief.

Key exercise: a live debate dissecting a real company's collapse from three competing angles, followed by a workshop translating business objectives into a working creative brief.

Week 2

Marketing Strategy

Apply segmentation, targeting, and positioning to build a go-to-market logic strong enough to carry a brand strategy.

Key exercise: a live positioning map built twice, once from instinct and once from research, to expose the gap between assumption and evidence.

Week 3

Brand Strategy, The Brand Wheel

Apply a proprietary framework to define a brand's core, personality, and expression logic across different audiences.

Key exercise: a split-team blind build where two groups design a brand's expression for different audiences before comparing what held constant underneath.

Week 4

Creative Direction

Translate a brand strategy into a full creative territory, from narrative to visual identity, with a rationale that survives real critique.

Key exercise: a full studio simulation, research, narrative, sketching, deck construction, and an internal review where every decision has to be defended live.

Week 5

Client Management

Learn to present, defend, and sell strategic work in the room, including work that is not your own.

Key exercise: two rounds of client role-play, one defending your own deck, one defending a peer's, each with a different real-world objection.

Week 6

AI Workflows

Integrate AI into a creative workflow without losing craft, point of view, or final judgment.

Key exercise: a compressed, AI-augmented sprint compared directly against your own earlier, fully human-made work.

Project Week

Independent Project Week

Apply everything learned to your own brand case, chosen from a curated shortlist, working independently with instructor support.

Presentation Day

Final Presentation Day

Present your final Brand Strategy and Creative Direction case to an external jury and your cohort.

Download our brand design guide

the tools and frameworks you need to build brands that last.

FAQ

  • This program is built for mid-to-senior creative and marketing professionals who already work in the field and want to move from making things that look good to building brands that last.

  • Yes. This is not an introductory course. You should already be working in a creative or marketing role, with some hands-on experience behind you.

  • Course materials are in English. Live delivery is a natural mix of Darija, English, and French.

  • This cohort runs in person in Algiers, with one instructor joining live online for part of every session.

  • A certificate of completion, access to an alumni network, and a personal Brand Strategy and Creative Direction case you can add to your portfolio.

  • Cohorts are capped at 15 participants to keep every session hands-on.

  • A week between the last teaching Saturday and Presentation Day where you build your final brand case independently, with instructor support.

  • You present your final case to an external jury and the rest of the cohort, and top projects can be recognized with a distinction.