Course Title: Create design concepts from a brief to produce 3 dimensional artwork to finished art stage

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: GRAP5272

Course Title: Create design concepts from a brief to produce 3 dimensional artwork to finished art stage

School: 320T Design (TAFE)

Campus: Brunswick Campus

Program: C5230 - Diploma of Graphic Design

Course Contact : Paul Copeland

Course Contact Phone: +61 3 9925 9438

Course Contact

Name and Contact Details of All Other Relevant Staff

Nominal Hours: 70

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

VPAU056 Create design concepts from a brief to produce 2 Dimensional artwork to finished art stage

Course Description

In this unit you will create design concepts to produce a 3-dimensional (3D) artwork to finished art stage through exploration and application of a range of advanced techniques and media.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

VPAU057 Create design concepts from a brief to produce 3 dimensional artwork to finished art stage


1. Experiment with equipment and media

Performance Criteria:

1.1 Evaluate the potential for new approaches based on capabilities of techniques and equipment already used
1.2 Explore and experiment with a broad range of advanced methodologies, techniques, tools, equipment and media for the achievement of different effects and to inform practice
1.3 Explore and experiment with advanced design methodologies and typography skills
1.4 Research, adapt and use relevant ideas and approaches with consideration of intellectual property, moral rights and copyright requirements


2. Develop, create and refine conceptual vision for 3D concept

Performance Criteria:

2.1 Determine the initial conceptual vision consistent with the parameters of the brief and based on knowledge and understanding of different techniques and methodologies
2.2 Consider and establish criteria for selecting techniques, tools, equipment, materials required to develop the conceptual design that meets the parameters of the brief
2.3 Select approach to work which meets established criteria
2.4 Refine conceptual vision based on ongoing experimentation, analysis of technological methods and design concept viability to meet design challenge
2.5 Prepare a design proposal representing the design vision


3. Produce visuals

Performance Criteria:

3.1 Explore and discuss with colleagues a variety of forms for visual interpretation of the 3D design
3.2 Produce visual interpretations of design
3.3 Prepare a range of written and visual support materials to contribute to final presentation
3.4 Present design work and explain concepts for work to clients/colleagues including rationale for any changes
3.5 Respond to feedback and make changes as required


4. Realise the 3D design concept

Performance Criteria:

4.1 Realise the 3D concept drawings using methodologies, techniques and media selected from own research and experimentation to meet conceptual vision
4.2 Evaluate and respond to the potential for changes in the use of methodologies, techniques to meet the conceptual vision
4.3 Refine the conceptual vision based on ongoing experiences with the production of the 3D work
4.4 Use safe working practices throughout the production of the 3D artwork
4.5 Prepare final 3D artwork and documentation to accompany final art work
4.6 Develop specifications to ensure that the quality of work meets requirements


5. Produce 3D finished artwork

Performance Criteria:

5.1 Select and fit type into layout to conform with brief requirements
5.2 Select, scale and crop photographs and illustrations to fit
5.3 Position accurately components of the layout
5.4 Check layout against brief requirements to conform with proposed printing process
5.5 Finalise layout ready to present to client
5.6 Select and fit type into layout to conform with brief requirements

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

The majority of learning will occur in a computer laboratory and studio rooms. Some learning activities will include a self directed learning approach. Self-directed learning refers to organised teacher-directed learning activities that you will undertake independently, either as individuals or with other students. This may include workplace research, library assignments, fieldwork and work placements

Teaching Schedule

WeekActivityLearning Element
2Brief 1 - Redesign overview
Introduction & dieline construction
3Brief 1
research & marketing considerations
4Brief 1
Branding and FOP design
5Brief 1
Branding FOP
6Brief 1
BAP and mandatory layout
7Brief 1
Final design amendments, packaging finished art
8Brief 1
Finished art, markup
9Brief 1
Finished art, markup
10Brief 1
11Brief 2
Southern Cross Packaging Awards
Intro & research

11Brief 2
Research & concept development + Brand Naming workshop
12Brief 2
Concept refinement, brand development, pack shape exploration
13Brief 2
Front of Pack Design roughs - 2 concepts
14Brief 2
Front ofPack Design refinements - 2 concepts. Choose final concept
15Brief 2
Refine full pack layout & draft rationale
16Brief 2
Refine full pack layout & finished art
17Brief 2
Project presentation
18Brief 2
Project presentation & submission
19Brief 3 - Series 3
Intro, research, marketing considerations
20Brief 3
Research & concept development + Brand Architecture workshop
21Brief 3
Concept refinement,brand development, die line exploration
22Brief 3
Front of pack design x 3 variants
23Brief 3
Front of pack design refinements x 3 variants
24Brief 3
Full pack layouts x 3 variants
25Brief 3
Refine full pack layout & finished art
26Brief 3
Project presentation & submission

Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

Assessment is on-going throughout the course. Assessment will incorporate a range of methods to assess performance and the application of knowledge and skills and will include:
Practical exercises and industry style briefs
An assessment charter summarises your responsibilities as an RMIT student as well as those of your teachers.

Assessment Tasks

Brief 1 Packaging redesign 25%
Brief 2 Southern Cross packaging Award Brief 35%
Brief 3 Series 3 40%

Assessment Matrix

CHD    Competency with High Distinction
CDI    Competency with Distinction
CC    Competency with Credit
CAG    Competency Achieved Graded
NYC    Not Yet Competent

Other Information

Employability skills are “embedded” in the units of competency in your program. This means that you will be able to develop these skills as part of your learning, and when you demonstrate that you are competent in your particular job skills and knowledge, you are also demonstrating that you have developed relevant employability skills.
For more information about Employability Skills please refer to the Program Guide.

The major learning experience involves studio based exercises, demonstration and production. It is strongly advised that students attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency.

Late submissions and single item extensions
In all courses marks are deducted for late submission unless Special Consideration or an Application for Extension is sought. If a student feels they may miss a deadline for a single item submission they may negotiate an extension with their teacher. They must negotiate the extension by the due date of submission. They must complete the Application for Extension form available for the Administration Office on level 1 B515. (This does not apply where there are a number of missed submissions due to general difficulties – see Special Consideration).

Cover Sheet for Submissions
All students must complete a submission cover sheet for ever piece of submitted work. This signed sheet acknowledges they are aware of the plagiarism implications noted below. Plagiarism is the presentation of the work, idea or creation of another person as though it is your own. It is a form of cheating and is a very serious academic offence that may lead to expulsion from the University. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data and oral presentation. Plagiarism occurs when the origin of the material used is not appropriately cited. Is also occurs through enabling plagiarism, which is the act of assisting or allowing another person to plagiarise or to copy your own work. Please make sure you consider this carefully in completing all your work and assessments in this course and if you are unsure about whether you might have plagiarised, seek help from your teacher.

Work not seen in progress
If a student hands in any work that the teacher has never seen in class or discussed with the student prior to the submission, the teacher can refuse to assess the work on the basis of authentication issues. Course guide is subject to change in relation to project variations.

Course Overview: Access Course Overview