Course Title: Interpret and respond to a design brief

Part B: Course Detail

Teaching Period: Term2 2013

Course Code: BUSM5879C

Course Title: Interpret and respond to a design brief

School: 345T Media and Communication

Campus: City Campus

Program: C4312 - Certificate IV in Photo Imaging

Course Contact : Program Administration

Course Contact Phone: +61 3 9925 4815

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher: Sessional
Contact: Naomi Herzog
Phone: 9925 4170

Nominal Hours: 20

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


Course Description

In this course you will cover the skills and knowledge required to interpret and creatively respond to a design brief through project work.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBDES402A Interpret and respond to a design brief


1. Interpret design brief

Performance Criteria:

1.1. Correctly interpret the specifications of the design brief
1.2. Establish and clarify user or client for the proposed product/service to inform design decisions
1.3. Identify and clarify specifications, parameters or constraints of the design brief in consultation with relevant colleagues
1.4. Source and evaluate information pertinent to design brief


2. Explore and develop design concept

Performance Criteria:

2.1. Generate ideas for design concept through research, exploration and experimentation
2.2. Develop initial design concept consistent with design brief parameters
2.3. Evaluate and explore options for refining the concept to best meet design brief parameters
2.4. Refine options and select the approach which best meets design brief requirements


3. Liaise with client

Performance Criteria:

3.1. Agree on communication process and frequency of communication with the client
3.2. Present concepts for work at appropriate stages during design process as required
3.3. Present and explore different options and creative ideas with client when appropriate
3.4. Pro-actively seek and act on client feedback
3.5. Reach agreement on concept for work which complies with design brief


4. Plan production of work

Performance Criteria:

4.1. Assess specific design production risks
4.2. Identify all components required to produce a prototype
4.3. Assess technical requirements for production against specified guidelines
4.4. Identify and consult with support services required for production
4.5. Produce a prototype and evaluate against design brief requirements
4.6. Analyse prototype and determine any further adjustments to production requirements
4.7. Finalise production specifications supported by accurate and complete documentation


5. Complete production of work

Performance Criteria:

5.1. Collect and/or organise required components for the work
5.2. Produce or monitor the production of work ensuring all parameters of design brief are met
5.3. Accurately document work progress in a format appropriate to the nature of the design and requirements of design brief
5.4. Seek client approval for work where appropriate

Learning Outcomes

On successful completion of this unit, you will have the skills and knowledge required to interpret and creatively respond to a design brief through the production of project work.

Details of Learning Activities

Learning activities will consist of:
In class learning activities include, but are not limited to:
lectures & tutorials
class exercises
class presentations
group discussion
online research
work shopping of students’ own projects

Out of class activities include, but are not limited to:
• research (online /library /public displays/galleries)
• independent project based work

Teaching Schedule

WeekClass contentAssessment DueElements
1Intro, Course & Project briefing –
Lecture: A Brand called You. Developing a Brand Identity
Assignment Briefing1, 2,
2Basic TypographyFormative Item 1 due1, 3
3Lecture: Developing a Brand Identity collateral materials – Print, Online, social mediaFormative Item 2 due2, 3, 4
4Understanding and Interpreting a brief – Create Creative Concepts, Cost Estimate, Technical considerationsFormative Item 3 due2, 3, 4
5Responding to the brief – Test and evaluate preliminary creative visual representations of the brief, Organise Resources, – Selecting preferred Approach 3, 4, 5
6Assessment - Student Brand Identity presentationsSummative Item 1 due5

Learning Resources

Prescribed Texts

Dabner et. al., 2010, Graphic Design School, Thames and Hudson


You are advised to look at the course Blackboard site for ongoing updated information and to make use of RMIT’s library database facilities.

Other Resources

Personal data storage device, personal computer with current versions of In Design, Acrobat, Bridge and Photoshop and current web browsers as required, as available in RMIT labs

Overview of Assessment

Assessment is ongoing throughout the course and will include both interpreting client briefs and respond to them by developing and implementing your own designs. You will use Adobe InDesign and other complementary applications to present your assessment.

Assessment Tasks

Assessment tasks in this course are either formative or summative. Formative tasks provide the basis for ongoing feedback and can be considered essential building blocks for the more substantial summative assessment tasks. Summative assessment tasks in this unit are graded.
For further information on the assessment and grading criteria, please refer to the course Blackboard site.

To demonstrate competency in this course, you need to complete each one of the following pieces of assessment to a satisfactory standard.

Assessment items include: 

1. Brief to design a brand identity and logo design
Develop a brief for a brand identity and logo.
Due - week 2

2. Brand & Identity Concept Development
Produce research and initial concepts that clearly identify the use and purpose of the brand.
Due – week 3

3. Brand draft presentation & review
Produce draft mockups of log and brand identity for review
Due – week 4

Logo, Brand & Identity
In this globally acting and increasingly crowded creative marketplace, it is important to develop & distinguish one’s own brand and what it stands for. Produce a logo and branding identity.
Due – week 6

Grades used in this unit are as follows:

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 for Assessment

Assessment Matrix

Assessment matrix
The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency. These are available through the course contact in Program administration.

Other Information

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.

Cover Sheet for Submissions
All students must complete a submission cover sheet for each piece of submitted work.

RMIT has a strict policy on plagiarism. For more information on this policy go to Academic Integrity

All students have access to the myRMIT copyright shell. The myRMIT copyright shell contains information on copyright, plus also examples on how to use copyright works as part of your projects and assignments.

Special consideration Policy (Late Submission)
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. Please refer to the following URL for extensions and special consideration:

Course Assessment Committee/Program Advisory Board
These committees promote the early identification of students who are not achieving acceptable academic performance. The Course Assessment Committee provides identified students with assistance and seeks to ensure such students are aware of the range of support services available to them at the University.

Student Feedback
Students are offered opportunities to provide feedback through a variety of mechanisms including online surveys conducted at the end of each course or semester, student complaints and Student Staff Consultative Committees

Course Overview: Access Course Overview