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: 100
Submission 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 is
beyond 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 3
Following 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/ or
dummy 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 the discipline of art direction within the context of
photography, 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 Assessment
Requirement this work
contributes to:

Contextual research relating to art Studio Practice BA4– Body of Studio Work and
direction and photography from both Research Files
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.
A final outcome of the project Studio Practice BA4– Body of Studio Work
presented in an appropriate format.
A summative evaluation of your Studio Practice BA4– Body of Studio Work and
assessment submission Research Files

Not assessed in this project: PDP n/a

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.

Not assessed in this project: Business and n/a

Professional Skills

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.
LO2: Apply concepts and principles
associated with the subject to a range
of professional contexts and
environments.
LO3: Evidence your capacity to evaluate
the key questions facing the subject
and articulate the means with which
these questions have been pursued.
LO4: Use a range of analytical skills to
effectively review information, in order
to identify problems and propose
solutions.
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.
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.
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 your
images.
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
Campaign
Blueprint
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.

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