Course Title: Establish, negotiate and refine a design brief
Part B: Course Detail
Teaching Period: Term2 2018
Course Code: GRAP5371C
Course Title: Establish, negotiate and refine a design brief
School: 320T Architecture & Urban Design
Campus: Brunswick Campus
Program: C6152 - Advanced Diploma of Graphic Design
Course Contact: Alistair Briggs
Course Contact Phone: +61 9925 9446
Course Contact Email: alistair.briggs@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Leigh Milward
Nominal Hours: 65
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 course you will develop the skills and knowledge required to identify the range and scope of a professional design brief. You will negotiate to establish the requirements, expectations, terms and conditions of the brief and present the outcome to the stakeholders.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBDES502 Establish, negotiate and refine a design brief |
Element: |
1 Establish design requirements |
Performance Criteria: |
1.1 Identify and make appropriate contact with relevant stakeholders for the design project, in addition to the client |
Element: |
2 Develop and refine design brief |
Performance Criteria: |
2.1 Develop concepts and ideas for inclusion in design brief, taking account of overall objectives and parameters |
Element: |
3 Negotiate terms and conditions |
Performance Criteria: |
3.1 Negotiate and agree terms and conditions of brief in accordance with relevant organisational and professional standards |
Learning Outcomes
Details of Learning Activities
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.
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Teaching Schedule
| Week 1 / Studio 1 515.02.018 | Set-up. In this module, you will set up your documentation for the course, set up a user profile and see how it all works. Overview of assessment. Activity: Putting together mock-ups, materials, folds and presentation. | User profile. Discussion: When jobs go wrong. |
| Week 2 / Studio 1 515.02.018 | In this module, you will look at using a reverse brief (aka creative brief) to extract specifications and requirements for a job. This is a really good way to make it clear for yourself, and can also be used with a client to confirm all the requirements. Quite often a brief from a client is a phone conversation, meeting or short email. Part of your job is to turn this into deadlines, specifications and objectives. This week you will write the brief and confirm you have got it correct, next week you will be supplied the files and respond to the brief (ie. do the job). As a way of summarising this into something a client understands, turn the reverse brief into a quote for a job. Determine which stakeholders you can work with to improve your design response. | |
| Week 2 Self-directed study | Graphic Communications Open Textbook Collective 2017. Graphic Design and Print Production Fundamentals, viewed 13 December 2017, <https://opentextbc.ca/graphicdesign/chapter/4-2-step-1-define/>. pp 2.3–2.5. | |
| Week 3 / Studio 1 515.02.018 | Review the reverse brief and compare with others. This module is also about expanding your research beyond the superficial information supplied by the client. You can look into print, the target audience, the design process itself and so on. Distill the requirements into a simulated job quote. Come up with a range of possible design solutions and put them together in a PDF suitable for sending off to the client. We will work on deciding the format together. Prepare initial ideas to show the client and confirm the design direction. | Project 1 concept |
| Week 3 Self-directed study | Communicating with clients: An important part of this process is showing that you can communicate well with a client and others. This article will give you an overview of what that means. http://www.howdesign.com/how-magazine/common-ground-communicating-with-clients/ Develop concepts: https://opentextbc.ca/graphicdesign/chapter/2-5-concept-development/ | |
| Week 4 / Studio 1 515.02.018 | Check through any response to the roughs and begin production. Depending on your approach, this can mean anything from finding the right stock images, or making something original. Use this session to generate discussion around your approach. | |
| Week 4 Self-directed study | Personality in packaging. Ambrose, G, & Harris, P 2011,Packaging the Brand: The Relationship Between Packaging Design and Brand Identity, AVA Publishing, Lausanne, Switzerland. pp 112-114. | |
| Week 5 / Studio 1 515.02.018 | By now, you should be in the final production phase of this job. Before jumping into it, make sure you have the following evidence in your documentation for this project: Communication that generated discussion, debate and critical analysis of your ideas (i.e. feedback). Reevaluate and refine options based on own analysis and discourse with others (i.e. response to the feedback). | |
| Week 5 Self-directed study | Try putting in 3–6 hours on this task – or even try to finish it. That will make next week more relaxed. | |
| Week 6 / Studio 1 515.02.018 | Finalise the file for the client, and use a preflight to make sure it meets the technical specifications. Put together a mock-up so the client understands your product. This needs to be sent off before the project is finalised. | Project 1 client file |
| Week 6 Self-directed study | Complete any unfinished design work. Compile work for documentation. | |
| Week 7 / Studio 1 515.02.018 | Check the documentation with a peer to ensure all the evidence is there. You may need to respond to client changes or fix any work that is not up to standard, or expand on your answers. Archive and organise files. Discussion: Negotiating terms and conditions. Getting expert advice. | Project 1 documentation. Project 2 contracts. |
| Week 7 Self-directed study | Project 2 confidentiality and ownership contracts. | |
| TBC | Project 2 excursion and briefing. Planned excursion to the client’s workplace. You will need to bring a notebook. After the excursion, confirm the design requirements by distilling the brief and conducting further research. Identify any issues that may affect the brief. Participate in the Project 2 discussion board. | |
| Week 8 Self-directed study | Compile your notes and start researching trends, starting with WGSN. | |
| Week 9 / Studio 1 515.02.018 | Product differentiation, design research, ideation. Put together a one-page presentation for the client. Put together a simulated quote. Investigate ways of presenting concepts. | |
| Week 9 Self-directed study | Environmental considerations. Ambrose, G, & Harris, P 2011, Packaging the Brand: The Relationship Between Packaging Design and Brand Identity, AVA Publishing, Lausanne, Switzerland. pp 186-190. | |
| Week 10 / Studio 1 515.02.018 | Finalise your presentation and ready for submission. Post your initial concepts to the Project 2: Concepts pin-up discussion board. You will then give feedback to three peers. Once you've got enough feedback, and you've re-examined your ideas critically, upload it to Project 2 concept before the next session. | Project 2a: Concept due. |
| Week 10 Self-directed study | Project 2 discussion board: Concept pin-up | |
| Week 11 / Studio 1 515.02.018 | Project 2 production. In this session, you will put together dielines and start producing any artwork and design needed. You should also plan what your presentation might look like in this session. In the past, students have put together dioramas, scale models or focussed on getting the most realistic product possible. | |
| Week 11 Self-directed study | Print finishing and materials. Ambrose, G, & Harris, P 2011, Packaging the Brand: The Relationship Between Packaging Design and Brand Identity, AVA Publishing, Lausanne, Switzerland. pp 162-171. | |
| Week 12 / Studio 1 515.02.018 | In this module, you will produce your design for Project 2, ready for submission to the client. A draft is due at the end of the session, and you will give and get peer feedback. You might also tap into other networks and get feedback on this draft. Before you get too into it, make sure 1. Establish Design Requirements and some of 2. Develop & refine design brief has been filled out in your documentation. | Project 2b: Draft due. |
| Week 12 Self-directed study | Submit a draft and give peer feedback. Readings: Graphic Communications Open Textbook Collective 2017. Graphic Design and Print Production Fundamentals, viewed 29 January 2018, <https://opentextbc.ca/graphicdesign/chapter/5-7-preflight/>. pp 5.7 | |
| Week 13 / Studio 1 515.02.018 | In this module, we will cover 3. Negotiate terms & conditions. Simulate an invoice. You will finalise your documentation for Project 2. You can modify your previous diagram, but it will inevitably be different, as this was a short, more autonomous job. When completed, update your e-portfolio. Get a peer to check that you have the right URL and all files are accessible. Then submit Project 2 (Competency) next week. | |
| Week 13 Self-directed study | Complete any unfinished documentation for Project 2. Do not submit Project 2 until we've checked it in class next week, please. | |
| Week 14 / Studio 1 515.02.018 | Submit your files and documentation, and confirm that all meet the standard required. Work that does not meet the standard required must be fixed and resubmitted. Prepare finished art files for mock-ups. | Project 2 (competency) due. Project 2 Client files due. |
| Week 14 Self-directed study | The next session will be focused on preparing for grading. Please come in with your files ready to print. If you are planning on using the next session to outsource printing, please let your assessor know. | |
| Week 15 / Studio 1 515.02.018 | Mock-up and presentation production. This session will be spent putting everything together. This will be an open studio, and some equipment will be made available. You might also use this time to outsource production. In this session, it might be necessary to meet with individual students about their progress in the course. | |
| Week 15 Self-directed study | The presentation is next week. You will need to arrive (on time!!) with your process document, mock-ups/display and a folio of your other design work. | |
| TBC | Graded project due. Present your project work, mock-ups and folio to the clients. | Project 2 (graded) due. |
Learning Resources
Prescribed Texts
References
Ambrose, G, & Harris, P 2011, Packaging the Brand : The Relationship Between Packaging Design and Brand Identity, AVA Publishing, Lausanne, Switzerland. |
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Graphic Communications Open Textbook Collective 2017, Graphic Design and Print Production Fundamentals, viewed 3 July 2017, https://opentextbc.ca/graphicdesign/. |
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Leonard, N and Ambrose, G 2012, Basics Graphic Design 02: Design Research : Investigation for Successful Creative Solutions, ebook, AVA Publishing, viewed 3 February 2016, http://primo-direct-apac.hosted.exlibrisgroup.com/RMITU:Books_articles_and_more:RMIT_ALMA5160575860001341 . |
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Lupton, E and Phillips, J. 2015, Graphic design: The new basics, 2nd edition, Princeton Architectural Press. |
Other Resources
There are no compulsory prescribed texts in this course. This course has recommended books listed under ‘References’
You are advised to look at the Learning Hub at myRMIT site for ongoing updated information. A range of learning resources and references are provided throughout the year. You will require a personal storage device and tools as outlined in tool kit list. 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 to the library resources. Amongst the library’s electronic resources is the ability to access Lynda.com for online tutorials and lessons. You may be given these tutorials (and other resources) to supplement your classroom learning. The University Library has extensive resources for Design students. The Library has produced a subject guide that includes quality online and print resources for your studies. http://rmit.libguides.com/graphicartanddesign The Library provides guides on academic referencing http://www.rmit.edu.au/library/referencing and subject specialist help via your Liaison Librarian http://www.rmit.edu.au/library/librarians/dsc
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 exercises.
The assessment tasks are:
Learning exercises
Major project/s incorporating design and print outcomes
Research reports and/or presentations
An assessment charter summarises your responsibilities as an RMIT student as well as those of your teachers.
Assessment Tasks
You will be assessed on how well you meet the course’s learning outcomes and on your development against the program capabilities. Feedback will be given on all assessment tasks.
If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or the Disability Liaison Unit if you would like to find out more.
Assessment tasks in this course are:
Project 1: Client 1
Collaborate with a client and stakeholders to refine the requirements of a brief. Deliver files to agreed specifications. Document and assess interactions. Organise to a professional standard. Show your knowledge of the design process. Present the evidence. Completing this project allows you to demonstrate
- Practical demonstration of skills through the development and finalisation of a design brief.
- Effective collaboration and communication skills to work with others to develop and refine a design brief.
- Knowledge of the design process.
Assessment tasks will receive the following outcomes:
- Satisfactory
- Not Satisfactory/Not Observed
Project 2: Client 2
Collaborate with the client and others to refine a design brief, deliver files to agreed specifications and present your outcomes.
It's a big job. Some aspects of the project management will be covered in BUSM8778C Undertake project work. This will include setting a budget and using project-management tools.
In this course, the focus is on identifying the brief requirements, agreements and outcomes. An issue you will face is confidentiality agreements and understanding who owns the work. The client requires authenticity.
In the documentation, you will show and explain the work and process.
Assessment tasks will receive the following outcomes:
- Satisfactory
- Not Satisfactory/Not Observed
Graded project
This project has additional grading criteria. You do not have to meet this criterion to get a satisfactory outcome. This submission is voluntary. You are not eligible for grading unless project 1 & 2 have been submitted to a satisfactory level buy the due date.
To be graded, you will make mock-ups of your products, present your work and show a folio at the client presentation.
In the past, this presentation has been very relaxed and friendly. A large group of clients looked through the work, ask about it and give feedback. They choose the best of the bunch (in terms of meeting their brief and understanding their audience).
Grades which apply to courses delivered in accordance with competency-based assessment, but which also use graded assessment are:
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
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
Attendance
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.
Feedback
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 Progress
Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential. Student progress policy
Submissions
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 eSubmission 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
Reasonable adjustment is available and may be applied through the Special Consideration process. 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
Credit Transfers and Recognition of Prior Learning
Credit transfer is the recognition of previously completed formal learning (an officially accredited qualification). Recognition of Prior Learning (RPL) is an assessment process that allows you to demonstrate competence using the skills you have gained through experience in the workplace, voluntary work, informal or formal training or other life experiences.
Recognition of Current Competency (RCC).
RCC applies only if you have previously demonstrated competence in a unit of competency, and now require to be reassessed to ensure that the competence is being maintained.
Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL or RCC for the unit(s) of competency addressed in this course.
Course Overview: Access Course Overview