graphic communication ba4 project 1

8/8/2019 Graphic Communication BA4 Project 1

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PROJECT BRIEF

Course: BA (Hons)/FdA Graphic Communication

Year: 2

Unit: BA4: Focus 1

Project Title: Visual Language

Project 1 of 3 within this unit

Start Date: 27/09/10

Study Hours: 100Submission Date: 15/11/10

Tutor(s): Andrew Campbell, HPLs (tbc)

Description

The projects associated with this unit begin to develop some of the specialist knowledge and

skills introduced in Year 1 of the course; they will also enable you to develop your use of

visual language through a more targeted investigation and engagement with the techniques,

materials and media of your subject.

Project 1 in particular considers some quite specific subject related skills, materials and

processes, as well encouraging you to develop your analytical and problem solving skills.With the support of lectures, workshops and seminars the studio work will enable you to

further explore the professional, commercial and contextual influences that help to inform

and shape your creative work.

The photographic image is an essential part of the visual language of Graphic

Communication. It is ubiquitous (everywhere) and therefore it is important for you to develop

an appreciation and understanding of the current use of photography within the Graphic

Communication context. To help you to contextualise this understanding, the project requires

you to adopt the role of both the art director and photographer in order to conceptualise and

art direct the image-making process. This process will also involve collaboration with other

students, the photography studio staff and a professional photographer. These types of

liaisons contribute to raising awareness and understanding of professional practice within the

creative industries.

This project addresses the key areas of study as follows:

Studio Practice:There is a structured series of tasks that you will work through in the

development of your studio practice within this project. The process of research, analysis,

development and the application of specialist skills will all contribute to the creation of a final

project outcome.


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Task 1

You are required to research examples of photography applied within a Graphic

Communication context that you find particularly interesting; together with some examples of

what you consider to be good art direction. You will be encouraged to create a folder of

examples together with relevant critical and contextual analysis of your selections. This work

will support you in the development of your own ideas and concepts in response to the

project brief.

Task 2

This stage requires you to visualise some imaginative ideas for photographic imagery that

relates to the designs for either:

Option A: Identity/artwork for a music campaign.

Option B: A paperback jacket for a fiction/non-fiction book of your choice

Option C: Promotional material for a play or performance at a national or regional theatre

It is hoped that you may choose to select a genre of music, novel or play/ performance that isbeyond your own taste; i.e. if choosing Option A- design proposals from across the musical

spectrum re. Jazz, Classical, Opera, Folk etc. as well as the Pop/Rock/Dance genre.

An essential part of the brief will be the selection and development of a final concept, and the

production of a comprehensive colour visual of your proposed photographic image. This has

to be discussed and agreed by staff before entering the photographic studio. Once agreed,

your preparations for the studio sessions can start. This studio work will involve a genuine

exposure to the process of art direction and the role of the photographer, as you aim to

maximise both the potential of the idea and the control of the studio environment.

Task 3Following the studio session the next stage relates to the selection, editing and

contextualising of the images within the graphic design environments. This whole process

should be documented and appropriately presented to demonstrate how the project has

evolved and is finally resolved.

Task 4

The final stage of the process is the development of the final outcome, exploring appropriate

media options, incorporating all of the relevant graphics and typography, as well as showing

other important aspects related to the use of formats and production materials. Final

presentations will show all of these aspects through the use of flat printed spreads and/ ordummy packs where appropriate.

Task 5

Finally, you will be expected to write a summative evaluation of the project.

Business and Professional Skills:Although you will not be directly assessed on this as

part of the unit, you will be introduced to the roles of the art director and the photographer

through the project. There will also be the opportunity to discuss your ideas and presentation

with a professional photographer.

Contextual Studies:The exploration of thediscipline of art direction within the context ofphotography, and the deconstruction of the images will contribute to your understanding and

the development of your studio work.


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Personal Development and Planning:Although you will not be directly assessed on this as

part of the unit, you will be encouraged to critically reflect upon your experiences and

performance throughout the project within your reflective journal, together with a record of

your responses to any lectures and contributions towards group tutorials. As in Year 1, you

will also be encouraged to make contributions to discussions and critical review of theory and

practice on the Virtual Learning Environment (VLE).

The table below lists the work you will need to submit and which areas of study each item

relates to:

Work required for this project: Area of study Which Unit AssessmentRequirement this workcontributes to:

Contextual research relating to art

direction and photography from both

historical and contemporary design

practice, and an edited review of

sketchbooks, concept visuals and

project development work leading to

appropriate presentation of final

outcomes for each of the briefs.

Studio Practice BA4 Body of Studio Work andResearch Files

A final outcome of the project

presented in an appropriate format.

Studio Practice BA4 Body of Studio Work

A summative evaluation of your

assessment submission

Studio Practice BA4 Body of Studio Work andResearch Files

Not assessed in this project:

Ongoing development and entries

within your Reflective Journal,

including responses to any lectures

and contributions towards group

tutorials and an appropriate record

of your VLE postings.

PDP n/a

Not assessed in this project: Business andProfessional Skills

n/a

Not assessed in this project: Contextual Studies n/a


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The table below shows which of the Unit Learning Outcomes are addressed by this project

and what you will need to do to show that you have met them:

Learning Outcome How you will be assessed:

LO1: Demonstrate knowledge and

understanding of the key principles of,

and context for your subject.

We will be looking for critical and contextual

analysis of examples of art direction and

photography and explanation on how this

research informs your studio work.

LO2: Apply concepts and principles

associated with the subject to a range

of professional contexts and

environments.

We will be looking for the development of a

folder containing a broad range of ideas

together with supporting analysis.

We will also be looking for a professional

approach to art direction and photographic

skills within the development and realisation

of your work.

LO3: Evidence your capacity to evaluate

the key questions facing the subject

and articulate the means with which

these questions have been pursued.

We will be looking for the documentation in

your research files and evidence in your

studio work of a considered approach to the

selection, editing and contextualising of yourimages.

LO4: Use a range of analytical skills to

effectively review information, in order

to identify problems and propose

solutions.

We will be looking for the final presentation of

your solution that demonstrates the synthesis

of all of the required design elements

including the consideration of formats and

production materials.

Reference material

Heller, S. and Vienne, V. (2009)Art direction explained, At Last!. Laurence King.

Loewy. (2006) Print Production+Production Finishes for CD+DVD Packaging, Rotovision.

Jaeger, A. (2007) Image Makers, Image Takers- The essential guide to photography by

those that know. London, Thames and Hudson.

Bergstrom, B. (2008) Essentials of Visual Communication. Laurence King Publishing.

Krisztian, P and Schlempp-Ulker, N (2006) Visualizing Ideas From Scribbles To

Storyboards.Thames and Hudson.Barry, P (2008) The Advertising Concept Book. Thames and Hudson.

Journals

Creative review

Design Week

CampaignBlueprint

Baseline

Graphic

Grafik (back issues)

Other reference material for this project will be dependent on the option you select in Task 2

of this project and your approach in addressing it. At the start of the project you will work with

guidance from your tutor on the sourcing of appropriate additional reference materials.

graphic communication ba4 project 1

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