THE BRIEF*
Aims:
... “When Ken Garland published his First Things First manifesto in London thirty-five years ago, he threw down a
challenge to visual communicators that refuses to go away. As the century ends, this brief message, dashed off in
the heat of the moment, and signed by twenty-one of his colleagues, is more urgent than ever; the situation it
lamented incalculably more extreme...
Consider the areas outlined in the graph –
Staff are available to discuss individual and collective methodologies surrounding the ‘Conversation’. Staff
and students will examine early stages of research and secondary research techniques. Use this session to
explore and link concepts developed in the micro brief and the possibilities to advance / support early stages
of development.
Studio (Supervised)
Project synopsis
This module enables you to develop the integrated design methodologies required to work in a dynamic,
professional, creative and commercial environment.
The introduction of more demanding projects support and generate a greater in-depth knowledge and understanding of aesthetic, environmental, marketing and technical requirements of design for the creative industries. Emphasis is placed upon the ability to develop high-level flexible thinking approaches in the pursuit of creative solutions.
Project/Assessment requirements:
The assignments will incorporate a range of stringent professional requirements, involving personal time management, detailed research, creativity and originality, as well as a high level of technical expertise.
Project/Assessment Task: Brief: A Conversation
Take time to develop ideas and experiment with different media, materials and technologies. Play with instructions, reinterpret, disrupt, reinvent...
What’s the most important conversation for today? What’s the most important conversation for the future? Who will you speak to?
What is the message?
Through the application of your chosen practice you are asked to research and develop a visual outcome that centres around the idea of ‘A Conversation’.
Basic examples or starting points you may want to explore could include:
Consider the conversation between yourself and technology, the internet, phone apps.
Look at current social behavior, group activities, communities, lifestyles, conventions, business, leisure, play. An external, political or social conversation that you may support or contest.
Consider the conversation creative industry professionals have with the notion of communication, technology and society.
We also want you to consider the most appropriate mediums for presenting this 'Conversation':
Graphic Design
Posters, Fanzines, Book, Magazine, E-zine, Manifesto, Marketing Strategy, Direct Mail, Advertising Campaign, Advertisements, Copy, Photography, Social Media (Facebook, Twitter, Instagram, You Tube, Vimeo, Vine, etc...).
Animation
Web application, Film, Animation, Video, Information Graphics, Motion Graphics, Generative Design and Strategies, Game, TV short, Animatics, Scripts and Storyboards, Fictional or Factual Documentary, Social Media (Facebook, Twitter, Instagram, You Tube, Vimeo, Vine, etc...).
Considerations:
Where is the most important place for the conversation to take place? How will the conversation be heard?
Who will your audience be?
What are your aims?
Who will benefit?
The introduction of more demanding projects support and generate a greater in-depth knowledge and understanding of aesthetic, environmental, marketing and technical requirements of design for the creative industries. Emphasis is placed upon the ability to develop high-level flexible thinking approaches in the pursuit of creative solutions.
Project/Assessment requirements:
The assignments will incorporate a range of stringent professional requirements, involving personal time management, detailed research, creativity and originality, as well as a high level of technical expertise.
Project/Assessment Task: Brief: A Conversation
Take time to develop ideas and experiment with different media, materials and technologies. Play with instructions, reinterpret, disrupt, reinvent...
What’s the most important conversation for today? What’s the most important conversation for the future? Who will you speak to?
What is the message?
Through the application of your chosen practice you are asked to research and develop a visual outcome that centres around the idea of ‘A Conversation’.
Basic examples or starting points you may want to explore could include:
Consider the conversation between yourself and technology, the internet, phone apps.
Look at current social behavior, group activities, communities, lifestyles, conventions, business, leisure, play. An external, political or social conversation that you may support or contest.
Consider the conversation creative industry professionals have with the notion of communication, technology and society.
We also want you to consider the most appropriate mediums for presenting this 'Conversation':
Graphic Design
Posters, Fanzines, Book, Magazine, E-zine, Manifesto, Marketing Strategy, Direct Mail, Advertising Campaign, Advertisements, Copy, Photography, Social Media (Facebook, Twitter, Instagram, You Tube, Vimeo, Vine, etc...).
Animation
Web application, Film, Animation, Video, Information Graphics, Motion Graphics, Generative Design and Strategies, Game, TV short, Animatics, Scripts and Storyboards, Fictional or Factual Documentary, Social Media (Facebook, Twitter, Instagram, You Tube, Vimeo, Vine, etc...).
Considerations:
Where is the most important place for the conversation to take place? How will the conversation be heard?
Who will your audience be?
What are your aims?
Who will benefit?
Undertake creative and ambitious research.
Develop a brief through research and development.
Examine the conceptual and aesthetic potential of “a conversation”. Innovate and explore technical parameters.
Create a contemporary portfolio piece.
Make your chosen audience pay attention to your work.
Requirements:
A portfolio of designs involving a high degree of creative and technical skill and also market justification, in which there is a clear reasoned and personal response to the requirements of the brief. Background material in the form of research and concept development will be of a high standard and will clearly support the final outcome. Each assignment will incorporate a high degree of finish and presentation, with all aspects of the brief taken into account.
‘A Conversation’
As Digital Natives you inhabit a seamless, immersive existence with technology; negotiating relationships with the environment and with each other; in the pursuit of connectivity, discovery, creativity and innovation...
This emerging programmable world has created a whole new division between the virtual and the physical; a designable environment, a playground for coders, requiring digital design disruption at all levels. We have to intervene and prioritise unprecedented environmental, social and cultural crisis if we are to become effective visual communicators and address real user experiences to provide meaningful design futures...
Develop a brief through research and development.
Examine the conceptual and aesthetic potential of “a conversation”. Innovate and explore technical parameters.
Create a contemporary portfolio piece.
Make your chosen audience pay attention to your work.
Requirements:
A portfolio of designs involving a high degree of creative and technical skill and also market justification, in which there is a clear reasoned and personal response to the requirements of the brief. Background material in the form of research and concept development will be of a high standard and will clearly support the final outcome. Each assignment will incorporate a high degree of finish and presentation, with all aspects of the brief taken into account.
‘A Conversation’
As Digital Natives you inhabit a seamless, immersive existence with technology; negotiating relationships with the environment and with each other; in the pursuit of connectivity, discovery, creativity and innovation...
This emerging programmable world has created a whole new division between the virtual and the physical; a designable environment, a playground for coders, requiring digital design disruption at all levels. We have to intervene and prioritise unprecedented environmental, social and cultural crisis if we are to become effective visual communicators and address real user experiences to provide meaningful design futures...
...It is no exaggeration to say that designers are engaged in nothing less than the manufacture of contemporary
reality. Today, we live and breathe design. Few of the experiences we value at home, at leisure, in the city or the
mall are free of its alchemical touch. We have absorbed design so deeply into ourselves that we no longer recognize
the myriad ways in which it prompts, cajoles, disturbs, and excites us. It‘s completely natural. It‘s just the way things
are.” – Rick Poyner. 2000
Nearly 16 years later...recognising the tremendous power of design and the modern imperative is the first step in addressing this real world issue. Leading designers of that time chose to discard the frills of an affluent society and consciously disrupt the status quo.
Our currently saturated consumer society needs new design communicators willing to adopt a disruptive approach, to challenge the culture of commodification and discover alternative ways of creating meaningful and effective design experiences.
“At root, it‘s about democracy. The escalating commercial take-over of everyday life makes democratic resistance more vital than ever.” – Rick Poyner
Graphic Design & Animation
Both Graphic Designers and Animators are modern day storytellers who communicate through technology - mobile devices and connected media are the tools of your trade.
We would like you to utilise a selection of media to connect, engage and interact with a chosen audience and convey the message you feel is paramount in this converging reality we call modern life.
As leading thinkers in the field of creativity it is your responsibility to define the digital and physical spaces we inhabit, dictate the topics for discussion and set meaningful and effective future trends.
As a starting point for your research JWT Future 100 introduces us to some of the contemporary trends, topics and developments for 2015 – you are required to consider a selection of these topics and investigate them further - be mindful that you are the instigators and activists for ‘your’ and ‘our’ creative futures.
Nearly 16 years later...recognising the tremendous power of design and the modern imperative is the first step in addressing this real world issue. Leading designers of that time chose to discard the frills of an affluent society and consciously disrupt the status quo.
Our currently saturated consumer society needs new design communicators willing to adopt a disruptive approach, to challenge the culture of commodification and discover alternative ways of creating meaningful and effective design experiences.
“At root, it‘s about democracy. The escalating commercial take-over of everyday life makes democratic resistance more vital than ever.” – Rick Poyner
Graphic Design & Animation
Both Graphic Designers and Animators are modern day storytellers who communicate through technology - mobile devices and connected media are the tools of your trade.
We would like you to utilise a selection of media to connect, engage and interact with a chosen audience and convey the message you feel is paramount in this converging reality we call modern life.
As leading thinkers in the field of creativity it is your responsibility to define the digital and physical spaces we inhabit, dictate the topics for discussion and set meaningful and effective future trends.
As a starting point for your research JWT Future 100 introduces us to some of the contemporary trends, topics and developments for 2015 – you are required to consider a selection of these topics and investigate them further - be mindful that you are the instigators and activists for ‘your’ and ‘our’ creative futures.
Consider the areas outlined in the graph –
Research contemporary issues involved in the four titles highlighted
Investigate the core principles of each
Analyse the interplay of themes Identify the implications of each
Define your own brief
Construct a communication strategy
Create relevant designs and a narrative
Convey to a chosen audience using a selection of appropriate media – maximising your particular skillset and specialism
Resources:
JWT 100 Future Trends –
www.jwt.com/blog/jwt_intelligence/jwtintelligence-introduces-the-future-100-a-look-at-global-trends-in-2015
The Internet of Things –
www.informationisbeautiful.net/visualizations/the-internet-of-things-a-primer
John Maeda – How art, technology and design inform creative leaders –
http://www.ted.com/talks/john_maeda_how_art_technology_and_design_inform_creative_leaders?language=en
www.itsnicethat.com
www.desgnmuseum.org
www.designweek.co.uk
www.formfiftyfive.com – Design Inspiration www.fastcompany.com – Why your brain loves storytelling www.wolffolins.com – Collaborative approaches to creativity www.idesigni.co.uk – Top 10 student Awards www.designcouncil.org.uk – Ethics of digital design
Ken Garland – First Things First a Manifesto
Adbusters – First Things First Revised
Rick Poyner – First Things First Revisited
Johanna Drucker – Graphesis: Visual forms of knowledge production Jonathan Gottschall – The Storytelling Animal
Wired Magazine – A Programmable world, a new designable environment.
Joseph Campbell – Hero with A 100 Faces
Daniel Kahneman – Thinking Fast and Slow: How our minds work and how we make decisions
Moises Niam – The End of Power: From boardrooms to battlefields ad churches to states, why being in charge isn’t what it used to be.
Cennydd Bowles – Undercover User Experience
IAC – Internet Advertising
Assessment Breakdown:
100% portfolio assessment
Ethics:
If a student has ethical concerns regarding teaching and learning, it is their responsibility to bring it to the attention of the module/course leader. University and school ethical guidelines are available from http://goo.gl/RrH6ZH.
Analyse the interplay of themes Identify the implications of each
Define your own brief
Construct a communication strategy
Create relevant designs and a narrative
Convey to a chosen audience using a selection of appropriate media – maximising your particular skillset and specialism
Resources:
JWT 100 Future Trends –
www.jwt.com/blog/jwt_intelligence/jwtintelligence-introduces-the-future-100-a-look-at-global-trends-in-2015
The Internet of Things –
www.informationisbeautiful.net/visualizations/the-internet-of-things-a-primer
John Maeda – How art, technology and design inform creative leaders –
http://www.ted.com/talks/john_maeda_how_art_technology_and_design_inform_creative_leaders?language=en
www.itsnicethat.com
www.desgnmuseum.org
www.designweek.co.uk
www.formfiftyfive.com – Design Inspiration www.fastcompany.com – Why your brain loves storytelling www.wolffolins.com – Collaborative approaches to creativity www.idesigni.co.uk – Top 10 student Awards www.designcouncil.org.uk – Ethics of digital design
Ken Garland – First Things First a Manifesto
Adbusters – First Things First Revised
Rick Poyner – First Things First Revisited
Johanna Drucker – Graphesis: Visual forms of knowledge production Jonathan Gottschall – The Storytelling Animal
Wired Magazine – A Programmable world, a new designable environment.
Joseph Campbell – Hero with A 100 Faces
Daniel Kahneman – Thinking Fast and Slow: How our minds work and how we make decisions
Moises Niam – The End of Power: From boardrooms to battlefields ad churches to states, why being in charge isn’t what it used to be.
Cennydd Bowles – Undercover User Experience
IAC – Internet Advertising
Assessment Breakdown:
100% portfolio assessment
Ethics:
If a student has ethical concerns regarding teaching and learning, it is their responsibility to bring it to the attention of the module/course leader. University and school ethical guidelines are available from http://goo.gl/RrH6ZH.
The school of Art Design and Architecture has adopted an ethical framework involving a low and high risk approach
to ethics. Students should ensure any activity associated with the assessment or module complies with the
University and schools ethical guidelines. Please use the flowchart (http://goo.gl/6F5qf) to determine if you are
required to complete the ethics approval forms (low risk approval form http://goo.gl/gQPaH3; high risk approval form
http://goo.gl/iCl8h). A copy of the signed approval form should be submitted with the associated assessment.
Guidance regarding participant’s consent can be found at http://goo.gl/Ns7Mim and http://goo.gl/6o6aBq
Reading List:
http://library.hud.ac.uk/my/TID1421
Assessment Criteria:
Refer to Feedback and Assessment Taxonomy
Glossary of terms
Methodology
The science of method, or a body of methods, employed in a particular activity such as the research aspects of a project.
Secondary Research
Established or existing research already undertaken in the field and used to support the designer’s own research.
Primary Research
The raw materials, which a designer directly works with in relation to research.
Primary research approaches might include audience interviews, direct testing of potential visual solutions.
Programme
Week 01
Tuesday 29th September
Studio Meeting, Briefing, Research and Development Techniques, Q&A
Studio Meeting, Briefing and Outlining Studio Agenda 09:15 — 11:15 CEG/28, Canalside East
Studio (Supervised)
11:15 — 12:15, 13:15 — 17:15
CAA2/01, CAA2/02, CAA2/04, Creative Arts Building, Level 2 Studios
Research contemporary issues involved in the four titles highlighted Investigate the core principles of each
Reading List:
http://library.hud.ac.uk/my/TID1421
Assessment Criteria:
Refer to Feedback and Assessment Taxonomy
Glossary of terms
Methodology
The science of method, or a body of methods, employed in a particular activity such as the research aspects of a project.
Secondary Research
Established or existing research already undertaken in the field and used to support the designer’s own research.
Primary Research
The raw materials, which a designer directly works with in relation to research.
Primary research approaches might include audience interviews, direct testing of potential visual solutions.
Programme
Week 01
Tuesday 29th September
Studio Meeting, Briefing, Research and Development Techniques, Q&A
Studio Meeting, Briefing and Outlining Studio Agenda 09:15 — 11:15 CEG/28, Canalside East
Studio (Supervised)
11:15 — 12:15, 13:15 — 17:15
CAA2/01, CAA2/02, CAA2/04, Creative Arts Building, Level 2 Studios
Research contemporary issues involved in the four titles highlighted Investigate the core principles of each
No final outcomes should be reached at this point. Week 01 is purely about idea generation and
advancing into primary research.
Week 02
Tuesday 06th October
Studio Meeting, Lecture, Idea Generation, Review, Q&A
Studio Meeting and Outlining Studio Agenda 09:15 — 11:15 CEG/28, Canalside East
Studio (Supervised)
11:15 — 12:15, 13:15 — 17:15
CAA2/01, CAA2/02, CAA2/04, Creative Arts Building, Level 2 Studios
Analyse the interplay of themes Identify the implications of each
This session will be used to review and discuss all work to date and how best to use the upcoming supervised studio session in order for staff to support both secondary and primary research techniques, output and the development your project.
Week 03
Tuesday 13th October
Studio Meeting, Lecture, Research & Development, Review, Q&A
Studio Meeting and Outlining Studio Agenda 09:15 — 11:15 CEG/28, Canalside East
Studio (Supervised)
11:15 — 12:15, 13:15 — 17:15
CAA2/01, CAA2/02, CAA2/04, Creative Arts Building, Level 2 Studios
Define your own brief
Construct a communication strategy
This session will be used to review and discuss all work to date and how best to use the upcoming supervised studio session in order for staff to support your research and development techniques, output and the further development your project.
Week 04
Tuesday 20th October
Studio Meeting, Lecture, Concept Development, Review, Q&A
Studio Meeting and Outlining Studio Agenda 09:15 — 11:15 CEG/28, Canalside East
Week 02
Tuesday 06th October
Studio Meeting, Lecture, Idea Generation, Review, Q&A
Studio Meeting and Outlining Studio Agenda 09:15 — 11:15 CEG/28, Canalside East
Studio (Supervised)
11:15 — 12:15, 13:15 — 17:15
CAA2/01, CAA2/02, CAA2/04, Creative Arts Building, Level 2 Studios
Analyse the interplay of themes Identify the implications of each
This session will be used to review and discuss all work to date and how best to use the upcoming supervised studio session in order for staff to support both secondary and primary research techniques, output and the development your project.
Week 03
Tuesday 13th October
Studio Meeting, Lecture, Research & Development, Review, Q&A
Studio Meeting and Outlining Studio Agenda 09:15 — 11:15 CEG/28, Canalside East
Studio (Supervised)
11:15 — 12:15, 13:15 — 17:15
CAA2/01, CAA2/02, CAA2/04, Creative Arts Building, Level 2 Studios
Define your own brief
Construct a communication strategy
This session will be used to review and discuss all work to date and how best to use the upcoming supervised studio session in order for staff to support your research and development techniques, output and the further development your project.
Week 04
Tuesday 20th October
Studio Meeting, Lecture, Concept Development, Review, Q&A
Studio Meeting and Outlining Studio Agenda 09:15 — 11:15 CEG/28, Canalside East
11:15 — 12:15, 13:15 — 17:15
CAA2/01, CAA2/02, CAA2/04, Creative Arts Building, Level 2 Studios
Create relevant designs and a narrative
Convey to a chosen audience using a selection of appropriate media – maximise your particular skillset and specialism
This session will be used to review and discuss all work to date and how best to use the upcoming supervised studio session in order for staff to support the development of your project and prepare for final outputting. It is essential that you are willing to engage in open dialogue in order to further the development of your project.
Week 05
Tuesday 27th October
Studio Meeting, Final Output Review, and Presentation Preparation, Q&A
Studio Meeting and Outlining Studio Agenda 09:15 — 11:15 CEG/28, Canalside East
Studio (Supervised)
11:15 — 12:15, 13:15 — 17:15
CAA2/01, CAA2/02, CAA2/04, Creative Arts Building, Level 2 Studios
Create relevant designs and a narrative
Convey to a chosen audience using a selection of appropriate media – maximise your particular skillset and specialism
This session will be used to review and discuss all work to date and how the total of your project links to your final outputs and methodologies. This session is also about preparing for presentation. It is essential that you are willing to engage in open dialogue in order to resolve the final stages of your project.
Week 06
W/C 02nd November - FORMATIVE ASSESSMENT Presentation
09:15 — 12:15, 13:15 — 17:15
CAA2/01, CAA2/02, CAA2/04, Creative Arts Building, Level 2 Studios
Rooms and Times — TBC
You will be notified by email with full details and guided to all information available on UniLearn.
Week 07
W/C 09th November - WORKSHOP WEEK
Details to follow
CAA2/01, CAA2/02, CAA2/04, Creative Arts Building, Level 2 Studios
Create relevant designs and a narrative
Convey to a chosen audience using a selection of appropriate media – maximise your particular skillset and specialism
This session will be used to review and discuss all work to date and how best to use the upcoming supervised studio session in order for staff to support the development of your project and prepare for final outputting. It is essential that you are willing to engage in open dialogue in order to further the development of your project.
Week 05
Tuesday 27th October
Studio Meeting, Final Output Review, and Presentation Preparation, Q&A
Studio Meeting and Outlining Studio Agenda 09:15 — 11:15 CEG/28, Canalside East
Studio (Supervised)
11:15 — 12:15, 13:15 — 17:15
CAA2/01, CAA2/02, CAA2/04, Creative Arts Building, Level 2 Studios
Create relevant designs and a narrative
Convey to a chosen audience using a selection of appropriate media – maximise your particular skillset and specialism
This session will be used to review and discuss all work to date and how the total of your project links to your final outputs and methodologies. This session is also about preparing for presentation. It is essential that you are willing to engage in open dialogue in order to resolve the final stages of your project.
Week 06
W/C 02nd November - FORMATIVE ASSESSMENT Presentation
09:15 — 12:15, 13:15 — 17:15
CAA2/01, CAA2/02, CAA2/04, Creative Arts Building, Level 2 Studios
Rooms and Times — TBC
You will be notified by email with full details and guided to all information available on UniLearn.
Week 07
W/C 09th November - WORKSHOP WEEK
Details to follow
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