Our new brief is to enter the famous D & AD student competition. We can choose from a range of briefs for real clients. Sue has selected the briefs she would prefer we picked, in the brief below...
Assessment Rationale / Aims:
The Design and Art Directive (D&AD), http://www.dandad.org/awards/student is a registered educational charity
that aims to represent ‘the global creative, design and advertising communities’, by encouraging growth and
development in these areas. It has been running since 1962 and is recognised the world over in terms of its activities
and affiliations. Part of these activities includes an annual student competition, which has become the industry
benchmark for identifying excellence within the next generation of design talent. The purpose of the D&AD Global
Student Awards is to highlight the best emerging talent within design, advertising and communications courses
around the world and promote it to the creative industries globally. Appearing in the D&AD Student Annual or winning
a D&AD Student Yellow Pencil is widely regarded as one of the best ways to kick-start your career within the creative
industries.
This module aims to give students experience of working to an industry set brief of their choice. Students must make
appropriate selections, both in their choice of brief and in their response to that brief, and then complete the work
submitting what is required on the brief.
As part of this module students will also have a series of lectures/seminars about industry, copyright, contracts and
portfolio development.
Learning Outcomes for the Assessment:
(For generic course outcomes please refer to student handbook: (L9-L11/L13-L16)
By the end of this assignment students will be required to demonstrate that they have acquired:
•
An increased awareness of career paths within the design industry;
•
A greater ability to identify and make professional contact with employers;
•
An increased awareness of professional practitioners;
•
An ability to present themselves and their work professionally;
•
An appreciation of the importance of transferable skills in relation to future career choice;
The Brief (general description of the course work requirements)
A digital copy of all the briefs can be downloaded at: http://www.dandad.org/awards/student/2012 You must choose
one of the following briefs set for the D&AD Global Student Awards. Bare in mind your strong points, your experience
and, which projects might be appropriate for your personal learning and development.
Open Brief – Aviva
Installation
Make Your Mark
Moving Image
Illustration
Digital Design
Digital Advertising
Typographic
You will also be required to make notes from all the visiting industry professionals, identifying different industries and
ways in which you might approach future employment possibilities. What are the requirements and how can you sell
yourself? How can you use communication technologies to improve your chances? You will also need to evaluate
your portfolio and, using screen grabs, demonstrate how you might change this in preparation for the show and for
gaining employment.
Reading List (these are useful but by no means comprehensive)
http://www.dandad.org/awards/student/2012
http://www.suebamforddesign.co.uk/ba_port/index.html
http://www.sussexinternships.co.uk/
Method of Assessment
What you must produce:
The Learning Outcomes will be met by submission of the following items and will be graded using the specific
criteria listed below:
• Research blog demonstrating appropriate theoretical and visual research
• Workbook containing idea development, notes from visiting lecturers, case studies about designers and
portfolio development. You should also include ideas about how you might integrate your portfolio with twitter
and / or blogs or other ways to get your work known/noticed.
• Digital work required for chosen D&AD brief
All work must be labelled correctly for submission
Learning Outcomes/Marking criteria (To pass all learning outcomes must be met)
To pass the assignment you will:
1. An increased awareness of career paths within the design industry;
To achieve a grade higher than 59% students will need to write up notes from visiting lecturers identifying
various career paths and skills required
To achieve a grade higher than 69% students will need to write up notes from visiting lecturers identifying
various career paths and skills required and identify where they see themselves fitting into industry and
where they have skills gaps.
2. A greater ability to identify and make professional contact with employers;
To achieve a grade higher than 59% students will need to identify ways to approach communication with
professionals; how can modern technologies assist this?
To achieve a grade higher than 69% students will need to identify ways to approach communication with
professionals; how can modern technologies assist this? Students will have a plan for portfolio and other
communication technology integration, such as twitter and blog.
3. An increased awareness of professional practitioners;
To achieve a grade higher than 59% students will need to problem solve and produce designs of a high
standard that demonstrate an awareness and consideration of appropriate design issues, relevant to their
chosen design brief and present their work in a professional manner.
To achieve a grade higher than 69% students will need to problem solve and produce designs of an
outstanding level that demonstrate an awareness and consideration of appropriate design issues, relevant
to their chosen design brief and present their work in a highly professional manner.
4. An ability to present themselves and their work professionally;
To achieve a grade higher than 59% students will need to prepare their design solutions to a high
standard and also show evidence of thorough research and development.
To achieve a grade higher than 69% students will need to prepare their design solutions to an outstanding
standard and also show evidence of thorough research and development.
6. An appreciation of the importance of transferable skills in relation to future career choice;
To achieve a grade higher than 59% students will need to demonstrate to a high standard the use of a
wide range of transferable skills such as, planning, researching, idea development, writing, analyzing,
communication and various technical skills.
To achieve a grade higher than 69% students will need to demonstrate an outstanding use of a wide
range of transferable skills such as, planning, researching, idea development, writing, analyzing,
communication and various technical skills.
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