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Branding, Promotion & Packaging Design - … · Assignment Title Branding, Promotion & Packaging Design ... 2. Be able to use integrated approaches to 2D,

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Page 1: Branding, Promotion & Packaging Design - … · Assignment Title Branding, Promotion & Packaging Design ... 2. Be able to use integrated approaches to 2D,

Level 3 Extended Diploma in Graphic Design & Animation

Assignment Brief 3

Branding, Promotion & Packaging Design

Page 2: Branding, Promotion & Packaging Design - … · Assignment Title Branding, Promotion & Packaging Design ... 2. Be able to use integrated approaches to 2D,

UAL Awarding Body

Level 3 Extended Diploma in Graphic Design & Animation

Assignment Brief Template

Assignment Title Branding, Promotion & Packaging Design

Unit No & Title Unit 5: An Integrated approach to 2D problem Solving Unit 6: An Integrated approach to 3D Problem Solving Unit 7: An Integrated Approach to Time-Based Problem Solving

Level & Credit Value Level 3: 36 credits

Assignment Leader Colin Flint

Assignment Verifier Joe Tyers

Start Date 4th January 2017

Interim Assessment 30th January 2017

Assessment Date 10th March 2017

This assignment will enable you to generate evidence of personal & professional development (PPD) in these areas

Initiative Independent

inquiry Creative thinking

Reflective learning

Team work

Self-management

Effective participation

Problem solving

communication

Learning Outcomes: At the end of the unit the learner will

Unit 5: An Integrated approach to 2D problem Solving. Unit 6: An Integrated approach to 3D Problem Solving. Unit 7: An Integrated Approach to Time-Based Problem Solving.

1. Be able to analyse and research 2D, 3D & time-based problems in art and design.

2. Be able to use integrated approaches to 2D, 3D & time-based problem solving in art and

design.

3. Be able to use evaluation to support solutions to problems in 2D, 3D & time-based art and

design.

Content

You are now a graphics specialist working within the advertising department of Creative Spaces, and have been commissioned to produce advertising and packaging materials for one of four different new high street brands. The product identity and branding will require development along with a range of promotional materials for print, livery, packaging and animated logo. You will pitch your final outcomes to the company branding team for critique and feedback, before sharing your ideas with the client.

Page 3: Branding, Promotion & Packaging Design - … · Assignment Title Branding, Promotion & Packaging Design ... 2. Be able to use integrated approaches to 2D,

Design themes:

1. A new high street coffee brand for sale at outlets across the country

2. A new high street clothing brand for teenagers

3. A new high street fast food brand specialising in healthy alternatives

4. A new supermarket brand competing with the four main supermarket giants

You will need to use all your understanding of both the graphic design development process and the skills and theories which are required in order to produce high quality, professional branding materials. The seven graphic design conventions you will explore in this assignment are:

The visual elements of graphic design

The visual principles of graphic design

Visual language and communication

Page layout

Typography

Animation

Creating and using concept boards

During the assignment you will research, experiment with, and create a wide range of examples of work which use these techniques. You will explore and understand the target audience of the product and will use your findings to support the development of your final ideas and designs. You will liaise regularly with the Senior Designer and peers for support, guidance and technical instruction. You must:

Analyse the brief and propose a response

Research designers relevant to the techniques investigated and analyse their work, using

your findings to support the development of your own ideas and designs. Make sure you

use contemporary and historical examples.

Research the current market and advertising campaigns for your chosen product and use

your findings to support the development of your designs.

Research your target audience and how this may affect the development of your designs.

Explore and compare a broad range of different materials, processes and technical skills

and produce responses during workshops and independent study

Review your work throughout and keep a journal of activity

Create concept boards and liaise with the client

Plan, organise and produce final response designs for branding, packaging, advertising, and

animated outcomes to be assessed by the client.

RISK ASSESSMENT: Please adhere to Health and Safety Regulations at all times. AUTHORSHIP (Plagiarism): Any work submitted must be by the student’s own words or artefact. Sources of information, quotations and materials used in the completion of this assignment (including the internet) should be fully identified and properly acknowledged in a Bibliography, Appendix or Endnotes.

Page 4: Branding, Promotion & Packaging Design - … · Assignment Title Branding, Promotion & Packaging Design ... 2. Be able to use integrated approaches to 2D,

Scheme of Work:

Week / Date

Activity / Location

Independent Study – at least 6 hours per week

Week 1: 04/01 – 06/01

Brief analysis and presentation of ideas. Research and investigation into chosen branding and promotion category. Development of software techniques.

Bridge tasks Independent assignment development during self-directed study in own time

Week 2: 09/01 – 13/01

Brief analysis and presentation of ideas. Research and investigation into chosen branding and promotion category. Development of software techniques.

Bridge tasks Independent assignment development during self-directed study in own time

Week 3: 16/01 – 20/01

Experimental research into a range of different materials, techniques & processes options. Developing the brand ideas

Bridge tasks Independent assignment development during self-directed study in own time

Week 4: 23/01 – 27/01

Experimental research into a range of different materials, techniques & processes options. Developing the brand ideas

Bridge tasks Independent assignment development during self-directed study in own time

Week 5: 30/01 – 03/02

Planning ideas and concepts based on original proposal and feedback to client Linking research and experimentation to final outcomes development, refinement and links to research.

Interim assessment & peer critique of sketchbooks Bridge tasks Independent assignment development during self-directed study in own time

Week 6: 06/02 – 10/02

Evaluation of client feedback and development of planning for final design outcomes

Bridge tasks Independent assignment development during self-directed study in own time

Week 7: 27/02 – 03/03

Development of final branding, advertising, and packaging outcomes. Evaluation and reflection, peer feedback and client liaison.

Bridge tasks Independent assignment development during self-directed study in own time

Week 8: 06/03 – 10/03

Development of final branding, advertising, and packaging outcomes. Evaluation and reflection, peer feedback and client liaison.

Bridge tasks Independent assignment development during self-directed study in own time

Week 9: 13/03 – 17/03

Development of final branding, advertising, and packaging outcomes. Evaluation and reflection, peer feedback and client liaison. Final work submission

Bridge tasks Independent assignment development during self-directed study in own time

Suggested Research (include visits /reading lists / websites etc.) Graphic Design Styles: Art Nouveau style Futurism style Art Deco style

Early Modern style Late Modern style Swiss/International style Psychedelic style

Post-modern style Grunge style Flat style

Page 5: Branding, Promotion & Packaging Design - … · Assignment Title Branding, Promotion & Packaging Design ... 2. Be able to use integrated approaches to 2D,

Visits: High street coffee, fashion, food or supermarket outlets http://www.creativebloq.com/branding/create-brand-identity-1233282 http://www.wikihow.com/Build-a-Brand https://99designs.co.uk/blog/tips-en-gb/6-rules-of-great-packaging-design/?lang=en-gb?lang=en-gb http://www.creativebloq.com/computer-arts/10-strategies-successful-packaging-5089329 Clickable links are available on the digital copy EQUIPMENT:

Good quality hard backed sketchbook, a journal, and a planner

Pens, pencils, fine Liners

Macs & Adobe Creative Suite Photoshop, InDesign, Illustrator &

Flash software

Graphics tablets

Assessment Guidance: What you should aim to produce

Assessment Criteria

Evidence

Unit 5: An Integrated approach to 2D problem Solving

1. Be able to analyse and research a 2

dimensional problem in art and design. 1.1 Analyse the requirements and parameters of a 2 dimensional problem in art and design

1.2 Apply research activities to support solutions to a 2 dimensional problem in art and design.

2. Be able to use an integrated approach to 2

dimensional problem solving in art and

design.

2.1 Demonstrate the ability to plan, organise and prepare solutions to a 2 dimensional problem in art and design.

2.2 Apply practical skills, understanding and methods to solve 2 dimensional problems in art and design.

3. Be able to use evaluation to support

solutions to problems in 2 dimensions in art

and design.

3.1 Analyse the effectiveness of solutions to 2 dimensional problems in art and design.

Unit 6: An Integrated approach to 3D Problem Solving

1. Be able to analyse and research a 3

dimensional problem in art and design. 1.1 Analyse the requirements and parameters of a 3 dimensional problem in art and design.

1.2 Apply research activities to support solutions to a 3 dimensional problem in art and design.

Page 6: Branding, Promotion & Packaging Design - … · Assignment Title Branding, Promotion & Packaging Design ... 2. Be able to use integrated approaches to 2D,

2. Be able to use an integrated approach to 3

dimensional problem solving in art and

design.

2.1 Demonstrate the ability to plan, organise and prepare solutions to a 3 dimensional problem in art and design.

2.2 Apply practical skills, understanding and methods to solve 3 dimensional problems in art and design.

3. Be able to use evaluation to support

solutions to problems in 3 dimensions in art

and design.

3.1 Analyse the effectiveness of solutions to 3 dimensional problems in art and design.

Unit 7: An Integrated Approach to Time-Based Problem Solving

1. Be able to analyse and research a time-

based problem in art and design. 1.1 Analyse the requirements and parameters of a time-based problem in art and design.

1.2 Apply research activities to support solutions to a time-based problem in art and design.

2. Be able to use an integrated approach to

time-based problem solving in art and

design.

2.1 Demonstrate the ability to plan, organise and prepare solutions to a time-based problem in art and design.

2.2 Apply practical skills, understanding and methods to solve time-based problems in art and design.

3. Be able to use evaluation to support

solutions to times-based problems in art

and design.

3.1 Analyse the effectiveness of solutions to time-based problems in art and design.

Page 7: Branding, Promotion & Packaging Design - … · Assignment Title Branding, Promotion & Packaging Design ... 2. Be able to use integrated approaches to 2D,

Level 3–Seven Grading Themes

Fail Work submitted fails to meet one or more of the assessment criteria and is of a poor standard.

Pass Work submitted meets all of the assessment criteria and is of a satisfactory standard.

Merit Work submitted meets all assessment criteria and is to a high standard.

Distinction Work submitted meets all assessment criteria and is to a very high standard.

Context

Narrow understanding of subject context, lacking clarity in aims and purpose.

Understanding of subject context used appropriately to make judgments, describe aims and clarify purpose

Good understanding and knowledge of subject context used to make sound judgments, articulate ambitions and clarify purpose.

Comprehensive understanding and knowledge of subject context used to communicate complex concepts, articulate ambitions and clarify purpose.

Research

Little or no evidence presented or information does not relate sufficiently to task.

Sufficient relevant information has been gathered, documented and used in the development of ideas.

Thorough and sustained research and investigation of relevant sources, interpretation and synthesis of information used to inform, support and develop ideas.

Independently identified, thorough and sustained research and investigation of relevant sources, insightful interpretation and synthesis of information used to inform, support and develop ideas.

Problem Solving

Insufficient exploration of alternative ideas and processes. Problems unresolved.

Sufficient exploration of alternative ideas using established approaches to resolve practical and theoretical problems.

Decisive demonstration of initiative in effectively solving problems, adapting to unforeseen practical and theoretical challenges to achieve identified goals.

Decisive demonstration of initiative in effectively solving problems, autonomously implementing creative solutions, adapting to unforeseen practical and theoretical challenges to achieve identified goals.

Page 8: Branding, Promotion & Packaging Design - … · Assignment Title Branding, Promotion & Packaging Design ... 2. Be able to use integrated approaches to 2D,

Planning and Production

Ineffective planning and little or no evaluation against aims. Task or tasks are incomplete.

Evidence of effective planning and evaluation against aims that has contributed to a satisfactory completion of the task or tasks.

Coherent and reasoned planning, subject engagement and commitment. Realistic evaluation against aims and efficient production against timescales.

Detailed and coherent self-directed planning and negotiation, subject engagement and commitment. Continuous evaluation against aims and efficient production against timescales.

Practical Skills

Limited range of processes demonstrated, judgement and execution of techniques is poor.

Adequate range of processes, skills and knowledge demonstrated. Competent execution and application of techniques used to develop ideas.

Consistent and appropriate processes, skills and knowledge applied to extend enquiry and develop creative solutions.

In depth understanding and aesthetic awareness, imaginative and flexible processes, skills and knowledge applied in extensive enquiry to develop creative solutions.

Evaluation and Reflection

Little evidence of ongoing evaluation, lack of or only basic analysis and little or no justification for ideas.

Clearly communicated evidence of valid evaluation and realistic analysis independently used to inform and develop ideas.

Effective communication of analysis and interpretation, independent synthesis of information and application of reasoned decision making to inform development of ideas.

Accomplished and professional communication of perceptive analysis and interpretation, demonstrating clarity and sophistication in thinking and maturity in decision making to progress ideas.

Presentation

Ineffective communication and presentation of ideas. Lack of clarity in structure, selection and organisation.

Competent communication and sufficient clarity and consistency in presentation of ideas appropriate to the intended audience.

Confident selection, organisation and communication of ideas. Consistent approach to presentation demonstrating a good understanding of conventions and standards.

Confident selection, organisation and communication of ideas. Demonstrating autonomy, personal style and an ambitious use of available resources to communicate ideas effectively to an intended audience.