Ian Micallef furthered his studies with a MSc brand leadership course run by the University of East Anglia, UK.
Micallef researched and submitted an 18,000-word dissertation report entitled ‘Branding in the dark’, which examined how brand experiences change when the sense of sight is deducted.
He organised a number of workshops and interviews with sighted and visually impaired individuals. His findings suggested that brands should be designed with everyone’s sensory abilities in mind.
The study formed part of a Steps scholarship part-financed by the EU – European Social Fund under Operational Programme II – Cohesion Policy 2007-2013, ‘Empowering People for More Jobs and a Better Quality of Life’.