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# Project Description Brand Worldbuilding Framework Goldaneh Torkamani Summary Final work Goldaneh Torkamani is a "Creative Solutionist" with over a decade of strategic expertise in the fashion, beauty, and lifestyle sectors. Her portfolio spans agency and in-house roles for global icons like L'Occitane and Make Up For Ever, alongside major luxury retailers. At CSM, she expanded her practice to investigate the symbiotic intersections of branding, fashion, literature, and entertainment, aiming to challenge and reshape traditional commercial narratives. Goldaneh Torkamani is a "Creative Solutionist" with over a decade of strategic expertise in the f... College Central Saint Martins Course MA Applied Imagination Graduation year 2025 The Problem: Modern audiences are disconnected and tired of being constantly bombarded by brands, while strategists are exhausted by the "content treadmill." The industry's current answer -which advises brands to become entertainment entities and build worlds- has been interpreted by brands very narrowly, resulting in brands becoming production houses. The Solution: This project introduces a robust, transdisciplinary framework that operationalizes the worldbuilding practice of the entertainment industry for brand application. It is a B2B project and this framework is especially designed for brand strategists and brand owners. The Methodology: Moving beyond scent marketing or visual guidelines, this research defines worldbuilding as the construction of governing laws, history, political, technological and societal structures. Inspired by literary worldbuilders such as Tolkien and based on my research, I developed a proprietary framework featuring three pillars and 40 distinct prompts. These questions would help strategists to define worlds that are commercial yet it helps brands to provide opportunities of escapism for the audience, understand and shape the zeitgeist and build a fandom. The Impact: This tool enables strategists to move beyond arbitrary approaches to defining and developing brands. This framework has already been successfully piloted by industry strategists to help brands shape culture, future-proof their narratives, and build inclusive, immersive realities that audiences actually want to inhabit. Final work Brand Worldbuilding Section I developed a thematic analysis system to synthesize responses that generates rules and guidelines of the universe startegists want to build. Synthesis Section The outcome of this project is how these answers are synthesized. To do so, I used thematic constellation for visualisation and then introduced themes for each element of the framework. Brand Worldbuilding Positioning Within Branding Process This photo suggests that brand worldbuilding is another step within the branding process and not another strategy framework. Research and process Share this project The Problem: Modern audiences are disconnected and tired of being constantly bombarded by brands, while strategists are exhausted by the "content treadmill." The industry's current answer -which advises brands to become entertainment entities and build worlds-... A link to this page has been added to your clipboard Browse related work Being Human Community Futures Realities AI ArtificialIntelligence Branding Fashion Marketing Strategy Systems Technology
# Links ## Official page - https://ualshowcase.arts.ac.uk/project/688384/cover ## External - https://www.linkedin.com/in/goldaneh-torkamani-azar - https://www.instagram.com/thegoldaneh - https://www.spatial.io/s/Goldanehs-Portfolio-6687584ea15f4999a0ad7410?share=2598808404344226863 - mailto:goldaneh.torkamani@gmail.com - https://forms.arts.ac.uk/client-enquiry-form/ - https://portfolio-tools.s3.eu-west-2.amazonaws.com/wp-content/uploads/2025/11/28111154/Brand-Worldbuilding-Framework-1.pdf - https://twitter.com/intent/tweet?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F688384%2Fcover&text=Brand+Worldbuilding+Framework - https://pinterest.com/pin/create/button/?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F688384%2Fcover&media=https%3A%2F%2Fportfolio-tools.s3.eu-west-2.amazonaws.com%2Fwp-content%2Fuploads%2F2025%2F11%2F28111839%2FCover-4.png&description=Brand+Worldbuilding+Framework