Course Title: Interpret and respond to a design brief

Part B: Course Detail

Teaching Period: Term2 2014

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

Teachers: Sessional  - Bill Burrows and Emma Woods
Contact: Naomi Herzog
Phone: 9925 4815

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:

This element is no longer applicable as per the Unit Descriptor

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:
• online tutorials
• research (online /library /public displays/galleries)
• independent project based work
• online feedback

Teaching Schedule

WeekClass contentAssessment DueElements
1Project briefing – A Brand called You.

Lecture: Interpreting a brief to develop a brand Identity pt 1

-Part 1 - Developing a Brand Identity
-An Overview of Creative Techniques, Tools, Materials, Equipment:

InClass: Research Design practitioner movements/genres
collateral materials – Print, Online, social media

Online tutorial – InDesign setup

Assignment Briefing1, 2, 3
2Lecture: Interpreting a brief to develop a brand Identity pt 2
-Basic Typography

InClass: Reference/research – Brand identity and developing a Mood Board

Online tutorial – Optimising Graphics

Formative Item 1 due1, 2 & 3
3Lecture: Typography
-Typography, Visual representation & Verbal meaning

Development of Brand and identity - Draft presentation

Online tutorial – Importing assets into InDesign

Formative Item 2 due1, 2 & 3

In Class exercise

Project work

Review of development work and selection of preferred approach

Formative Item 3 due2 & 4
5Brand Identity proposal submissions – Test and evaluate creative visual representations of the briefSummative Item due 1 - 4
6Assessment feedback - Student Brand Identity assignment  

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

RMIT will provide you with resources and tools for learning in this course through our online system.
RMIT has a range of equipment available for students to use to complete their assignments including access to RMIT labs with computers, server storage space and required software to complete exercises and assignments. Many students prefer to also have their own personal computer with current Photoshop, Acrobat, Bridge and editing software as well as personal data storage devices (generally a minimum of two)

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.


To demonstrate competency in this course you need to complete each one of the following pieces of assessment to a satisfactory standard.
You must submit all pieces of assessment in order for your competency to be assessed in this course.
For further information on the assessment and grading criteria, please refer to the course Blackboard site.

Semester 2 Assessment items include:

  1. Brand and Identity proposal - Initial Concept development document
    Produce research and initial written concepts that clearly identify the use and purpose of the brand and your intended design
    Due – week 2
  2. Brand and Identity proposal - Draft Presentation document
    Produce draft mockups of logo and brand identity for review & feedback – liaise with “client” (tutor) and incorporate feedback in final proposal
    Due - week 3
  3. In-class exercise: Set up of a small InDesign document and output as a pdf
    Using the materials provided create a simple 4 page document importing the images and text provided as per the online tutorials
    Due - week 4


Brand and Identity proposal - Final Presentation - incorporating Logo, Branding & Identity
Develop a simple logo and brand identity that responds to a design brief. As part of the brand development, you will research brand identity design and present your findings in a pdf proposal.
Due – Week 5

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 for Assessment

CA - Competency Achieved
NYC - Not Yet Competent
DNS - Did Not Submit for Assessment

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
You must complete a submission cover sheet for every piece of submitted work. This signed sheet acknowledges that you are aware of the plagiarism implications.

Feedback - You will receive spoken and written feedback from teachers on your work. Where appropriate, this feedback will also include suggestions on how you can proceed to the next stage of developing your projects.
Student feedback at RMIT;ID=9pp3ic9obks7

Student Progress
Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential. Student progress policy;ID=vj2g89cve4uj1

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. You can apply in writing for up to a week’s extension from your course teacher. If you need a longer extension, you wil need to apply for special consideration. Special consideration, appeals and discipline;ID=qkssnx1c5r0y

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;ID=kw02ylsd8z3n

Work Placement:
It is a requirement of this program that all students participate in authentic work related tasks. These may be either simulated or in a real work environment. On occasion, we are approached by industry and given opportunities for students to apply for short term placements. When these placement opportunities arise, students are required to negotiate the specific details with the relevant program coordinator or teacher. All industry placements require students, RMIT staff and host organisations to sign a written agreement prior to the commencement of the placement.

Course Overview: Access Course Overview