Course Title: Extend expertise in a specialised art form to professional level

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: VART6299C

Course Title: Extend expertise in a specialised art form to professional level

School: 320T Architecture & Design

Campus: Brunswick Campus

Program: C6127 - Advanced Diploma of Graphic Design

Course Contact: Alistair Briggs

Course Contact Phone: +61 3 9925 9196

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Andrew Phillips 

Nominal Hours: 80

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None required.

Course Description

In this unit you will maintain and develop specialist knowledge and ideas in your professional design practice. You will build skills to respond to more complex technical and conceptual challenges. You will investigate individual and experimental ways to approach a design problem and gain experience in presenting the outcomes to the public.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUVPRP606A Extend expertise in a specialised art form to professional level


1 Maintain currency of specialised knowledge in
professional practice

Performance Criteria:

1.1 Initiate own exposure to contemporary practice in chosen art form

1.2 Proactively identify and explore the potential of new and emerging technologies, materials and methodologies relevant to own art form

1.3 Evaluate impacts of current and emerging trends on the creation of ideas, production of work, and management of professional creative practice


2 Evolve ideas in a specialised art form

Performance Criteria:

2.1 Research historical and contemporary themes and concepts in chosen art form

2.2 Analyse the motivations, philosophies and cultural origins of different works in chosen art form

2.3 Identify new sources of ideas and research opportunities and consider any intellectual property requirements

2.4 Identify the potential for individualised and/or specialised research based on current practice

2.5 Evolve own ideas, and develop innovative approaches and a strategy to realise them

2.6 Hone and adapt concepts for work based on emerging ideas and research


3 Manage specialised resources

Performance Criteria:

3.1 Evaluate the requirements for the set-up, handling and storage of specialised materials, tools and equipment

3.2 Create resource management systems that support professional practice


4 Refine specialised technique to professional level

Performance Criteria:

4.1 Integrate command of technique, materials and process to create finished work of professional standard suitable for the public domain

4.2 Extend techniques and the expression of ideas in work

4.3 Challenge, adapt and refine the evolving creative work


5 Resolve technical and conceptual challenges

Performance Criteria:

5.1 Troubleshoot technical challenges that arise when creating the work based on detailed understanding of specialised materials and processes

5.2 Develop innovative solutions that allow for experimental approaches

5.3 Apply solutions that enhance the conceptual integrity of the work


6 Finish and prepare work for public presentation

Performance Criteria:

6.1 Finish work to a professional standard using specialised techniques for the chosen art form

6.2 Develop and apply effective approaches to safety and sustainability in the final preparation of work


7 Evaluate professional work

Performance Criteria:

7.1 Seek and apply constructive feedback from others

7.2 Evaluate work against planned strategy for own creative practice

7.3 Evaluate own work in the context of work by others

7.4 Adjust work processes and practice to improve technical, conceptual and commercial outcomes

Learning Outcomes

On successful completion of this course, you will have developed and applied the skills and knowledge required to demonstrate your competency in the above elements.

Details of Learning Activities

This course addresses the design process in a holistic way. It will support students to develop skills in areas such as design problem solving, concept development, design research, audience analysis, design production, application of design principles and design delivery. There is an emphasis on projects that simulate real world industry situations and finished graphic design work suitable for inclusion in an industry ready portfolio.

Learning activities will take place in a studio, workshop or classroom using industry standard tools and resources. You will complete exercises and industry style projects. You will also be required to undertake independent study.


In class activities may include:

  • class exercises
  • tutorials
  • practical demonstrations
  • workshops
  • group discussion
  • review and revision
  • peer learning
  • peer teaching and class presentations
  • teacher directed group activities/projects
  • workshopping of student projects including peer/lecturer feedback


Out of class activities may include:

  • independent research
  • independent project based work
  • studio practice
  • online tutorials and activities
  • review and revision

Teaching Schedule




Due dates





Introduction - Developing specialist knowledge and ideas for your professional design practice. How to build skills to respond to more complex technical and conceptual challenges. Investigating individual and experimental ways to approach a design problem and gain experience in presenting the outcomes to the public.

Project 1: Corporate Identity Branding

Project 2: RMIT PROJECT - To be discussed in class.


Case studies



Design studio - Logo & Invitation production. Investigate and develop design solutions.

Production - Technical considerations regarding legibility of brand marks at various sizes, and that it can reproduce successfully across all mediums, colour spaces, resolutions, and specialist papers and print processes.



Design studio - Refine design solution. Finalise core branding assets. Formal midway milestone presentation. Feedback from peers.

Formal midway milestone presentation.


Design studio - Complete finished art and finalise project.

Preliminary finished art DUE for proofing


Presentations - Individual in class presentations to client

Submission Project 1 DUE and presentation to client


Introduction - Investigate language and visually interpret ideas. Research and explore themes to create design solutions. Test suitability against target audience.

Project 3: Direct Mail Promotion


NOTE: Individual arrangements will be made for students on the 2017 Study Tour


Direct Mail Marketing and Product Design - Utilising mechanics to reveal a product and surprise the viewer. Develop prototypes.

Design Trends & Issues - Exploring product design as a means engage the identified audience. Conduct & document research.



Design studio - Continue development and exploration of prototypes. Working with a range of paper stocks to create blank envelopes, folders, die cut shapes, and paper mechanics.




Easter break - no Thursday class this week.



Presentations - Refine design solution and promotional theme. Discuss engagement expected by the target audience. Formal midway milestone presentation. Feedback from peers.

Digital marketing - strategies for digital promotional campaigns.

Formal midway milestone presentation.


Design studio - Incorporate feedback to improve design solution for direct mail product.

Digital marketing - Define the product offer. Establish a call to action in preparation for writing content for digital media. Landing page ideas to inspire your campaign and basic survey content to capture consumer information.



Design studio - Refine design solution for direct mail product including finished artwork.

Digital marketing - Draft and proof content for digital campaign, including a blog post, a customer testimonial, and detailed product information.

Preliminary finished art DUE for proofing


Design studio - Finalise design solution for direct mail production.

Digital marketing - Finalise digital campaign content.



Direct Mail Product - Finalise all project components.



Presentations - Individual in class presentations to client

Submission Project 3 DUE and presentation to client

Learning Resources

Prescribed Texts


Other Resources

Prescribed Texts

None required.



Ellen Lupton, 2011, Graphic Design Thinking: Beyond Brainstorming, Prinston Architectural Press

Debbie Millman, 2008, The essential principles of graphic design, Cinncinnati, Ohio : How Books

Timothy Samara, 2007, Design Elements: A graphic Style Manual, Rockport Publishers


Other Resources

You are advised to look at the course myRMIT site (Blackboard) and also for Google Docs and Google Groups via your student Google Account for ongoing updated information. A range of learning resources and references are provided throughout the year. Additional information relating to this will be provided on an ongoing basis. A digital resource folder resides on network server. Further information regarding access to this is available in the ‘Computer Survival Kit’ provided during orientation.


You will require a personal storage device and tools as outlined in tool kit list.


Amongst the library’s electronic resources is the ability to access for online tutorials and lessons. You may be given these tutorials (and other resources) to supplement your classroom learning.

RMIT will provide you with resources and tools for learning in this course through our online systems and access to specialised facilities and relevant software. You will also have access of the library resources.

The University Library has extensive resources for Graphic Design students. The Library has produced a subject guide that includes quality online and print resources for your studies

The Library provides guides on academic referencing and subject specialist help via your Liaison Librarian

Overview of Assessment

Assessment is on-going throughout the course. Assessment tasks will require you demonstrate the application of knowledge and skills through practical projects and/or written tasks. Assessment tasks are:

  • Design Project 1 
  • Design Project 2 
  • Design Project 3 

Assessment Tasks

Assessment is on-going throughout the course. Assessment tasks will require you demonstrate the application of knowledge and skills through practical projects and/or written tasks. Assessment tasks are:

  • Design Project 1 (40% of final grade)
  • Design Project 2 (not assessed)
  • Design Project 3 (60% of final grade)

Tasks in this course are either formative or summative. Feedback throughout the course may be written, verbal or a combination of both.

Formative tasks provide the basis for ongoing feedback and can be considered essential building blocks for the more substantial summative assessment tasks and you should engage in all formative tasks.


This course has two Summative Tasks, all of which must be completed. Each task has an allocated percentage of the total grade. You are required to demonstrate all learning outcomes to a satisfactory standard.


Formative Assessment tasks:

During this course you will undertake a range of formative assessment tasks including:

  • Design constraints exercises
  • Client analysis
  • Audience analysis
  • Explorative drawing exercises
  • Moodboard development
  • Thumbnail and compositional production
  • Creating visual elements
  • Client presentation


Summative assessment task 1:

Corporate identity – Due week 6

Summative assessment task 3:

Direct mail package – Due week 16


Grades which apply to courses delivered in accordance with competency-based assessment, but which also use graded assessment

CHD – Competent with High Distinction

CDI – Competent with Distinction

CC – Competent with Credit

CAG – Competency Achieved - Graded

NYC – Not Yet Competent

DNS – Did Not Submit

Assessment Matrix

An assessment matrix demonstrating alignment of assessment tasks with the relevant Unit of Competency is available from the course contact person (stated above).


Other Information


The major aspect of your learning experience involves studio based exercises, demonstration and production. It is strongly advised that you attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity for success.



You will receive verbal and written feedback by teacher on your work. This feedback also includes suggestions on how you can proceed to the next stage of developing your projects. Student feedback at RMIT


Student Progress

Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential. Student progress policy



When submitting work for assessment you are required to complete a declaration of authorship. This must be done for every summative assessment task. This statement acknowledges that you are aware of the plagiarism implications. For non-digital submission use the printed form provided. For digital online submission please use e-Submission process.Information regarding the e-Submission process


Special Consideration Policy, Late Submission & Extensions

All assessment tasks are required to be completed to a satisfactory level.

If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension.


Pick the following link for details on applying for Special consideration

Any student seeking an extension, should aim at doing so a minimum of 2 days before the deadline. Work submitted late and without an extension at any point will incur late penalties in accordance with university policy.


If you require an extension you must complete an extension form with evidence supporting your application and hand this to your instructor. Further links -Application for extension of time


On Time Submission and Impact of Late Submission

On time submission is an important factor in your assessment. Employability skills are embedded in all courses and these include Planning & Organising and Self-management. For this reason, late work impacts on your overall grade for each assessment task.

The following adjustments for late submission will be made: Work submitted late will be assessed for competency only. Submissions are only permitted during the period that the competency is scheduled.


Academic Integrity and Plagiarism

RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy go to Academic Integrity. Academic Integrity

Course Overview: Access Course Overview

Course Overview: Access Course Overview