Learning Challenge

🏢 Rupert De Paula
📍 Sydney

Time: 20mins | Skill Points: 5 | Certificate Upon Completion

Create a Brand Identity: The Power of Ideas in Design Thinking

Brand Identity Learning Challenge

Watch the trailer below 👇

Learning Challenges

Learn practical skills from top professionals and gain real-world experience with hands-on lessons and work-based experiences.

Have your work reviewed by industry professionals and get personalised feedback and one-on-one mentoring on how you can improve your skills.



You’ll Learn

Learn to use the power of ideas and design thinking to create purposeful brand identities with branding and ideas expert Rupert de Paula.

Understand your users, generate ideas, and create your very own ideas-led designs with this hands-on learning challenge.

The Challenge

In this Learning Challenge, you will creating a logo, brand identity, and packaging concept for the oat milk company “Lean”.

Watch as Rupert walks you through the design thinking process. Then, implement your learnings into your work for Lean, based on their universal brand idea of “we cut out all the crap”.

The Mentor

Rupert is an accomplished Creative Director with experiences alongside brands like Adidas, Cadbury, Avis, Louis Vutton, Coca-Cola, and the list goes on. He’s partnered with Experlio to give his knowledge to you, at no cost, and invites you to get involved in the practical challenge he has developed for you to refine your Design Thinking Ideas, one of the most sought after skills in advertising, marketing, product development and tech today.

Rupert started his career at Ogilvy and Mather and continued to level up in Creative roles across some of London’s most progressive and awarded creative studios. He’s since been Creative Partner at his own agency, Strategy Creative in New Zealand, and is now evolving his new agency, Non Toxic Studio.


  • a logo and brand identity for oat milk brand “Lean”
  • a packaging concept for the brand

Once you have completed the challenge you can book a mentoring session with Rupert to receive personalised one-on-one feedback on your work.


  • Finding Ideas
  • Design Thinking
  • Understanding Users
  • Harnessing Creativity
  • Ideas-led Solutions
  • Brand Ideas
  • Brand Worlds
  • Brand Purpose

We can’t wait to see your submissions soon!