Assessor Resource

CUAGRD607
Develop graphic designs for branding and identity

Assessment tool

Version 1.0
Issue Date: March 2024


This unit describes the skills and knowledge required to create graphic designs for branding and identity that convey key messages about organisations or brands and their underpinning philosophies.

It applies to individuals who work in a range of industry contexts that include design consultancy, commercial printing, advertising, publishing, television or marketing. Graphic designers also frequently offer their services on a freelance basis.

No licensing, legislative or certification conditions apply to this unit at the time of publication.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)



Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Interpret creative briefs

1.1 Analyse creative briefs in terms of branding or identity objectives

1.2 Evaluate the broader context for the design work

1.3 Develop shared understandings of the scope and nature of branding or identity work with relevant people

1.4 Negotiate and confirm practical considerations, including schedule and budgetary requirements

2. Evaluate potential approaches to branding and identity

2.1 Consider current trends and ideas about branding and identity and their effect on the project

2.2 Analyse the client’s current approach to identity and brand strategy in the context of the work project

2.3 Identify the particular production factors that impact on branding and identity work

2.4 Assess and respond to legal considerations for branding and identity design

3. Generate and assess ideas

3.1 Identify and source references for branding and identity work

3.2 Explore the key questions that underpin branding and identity design

3.3 Experiment with different techniques and media as an integral part of ideas generation

3.4 Generate design ideas that support key client objectives

3.5 Maximise contributions of others through collaboration on ideas as required

3.6 Reflect on ideas for technical, creative and budgetary implications

3.7 Refine and select approaches that best balance the overall needs of the brief

4. Develop designs to support branding and identity

4.1 Develop designs from initial concepts ensuring that all production and design factors are taken into account

4.2 Combine conceptual and technical expertise in creation of design solutions

4.3 Engage in ongoing testing, creative collaboration and refinement during the design process

4.4 Engage with other experts on relevant technical, legal and business requirements

5. Finalise designs

5.1 Negotiate and agree to modifications and amend designs as required

5.2 Develop documentation required for the production process

5.3 Present final designs and documentation to relevant personnel

6. Evaluate design work and process

6.1 Evaluate completed design in terms of its success in meeting branding or identity objectives

6.2 Assess the work against other creative, technical and business considerations

6.3 Analyse and evaluate feedback from client and others

6.4 Reflect on own role in design process and note areas for future improvement

6.5 Develop strategies for further development of own skills

Evidence of the ability to:

interpret objectives and requirements of design briefs

conceive and create professional graphic design solutions for branding and identity that fulfil creative, technical, intellectual property and budgetary requirements

communicate and collaborate effectively with creative team in:

concept development

design production and refinement

presentation and review

review final work for success in meeting creative, technical and client objectives

identify opportunities to further develop own skills.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

To complete the unit requirements safely and effectively, the individual must:

discuss current trends and ideas in branding and identity

identify key people involved in branding and identity design and their typical roles, responsibilities and relationships with the graphic designer

outline different types of branding and identity design projects and the particular considerations that apply to them

describe ways in which consumers respond to branding and identity for different types of products and services

explain production factors that may impact on designs

describe ways visual impact is achieved in branding and identity designs

explain how critical and creative thinking techniques can be used as part of the design process

explain the intellectual property issues relevant to branding and identity designs.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in creative arts industry environments. The assessment environment must include access to:

opportunities for collaboration with others

graphic design technologies.

Assessors of this unit must satisfy the requirements for assessors in applicable vocational educational and training legislation, frameworks and/or standards.


Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)


Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Interpret creative briefs

1.1 Analyse creative briefs in terms of branding or identity objectives

1.2 Evaluate the broader context for the design work

1.3 Develop shared understandings of the scope and nature of branding or identity work with relevant people

1.4 Negotiate and confirm practical considerations, including schedule and budgetary requirements

2. Evaluate potential approaches to branding and identity

2.1 Consider current trends and ideas about branding and identity and their effect on the project

2.2 Analyse the client’s current approach to identity and brand strategy in the context of the work project

2.3 Identify the particular production factors that impact on branding and identity work

2.4 Assess and respond to legal considerations for branding and identity design

3. Generate and assess ideas

3.1 Identify and source references for branding and identity work

3.2 Explore the key questions that underpin branding and identity design

3.3 Experiment with different techniques and media as an integral part of ideas generation

3.4 Generate design ideas that support key client objectives

3.5 Maximise contributions of others through collaboration on ideas as required

3.6 Reflect on ideas for technical, creative and budgetary implications

3.7 Refine and select approaches that best balance the overall needs of the brief

4. Develop designs to support branding and identity

4.1 Develop designs from initial concepts ensuring that all production and design factors are taken into account

4.2 Combine conceptual and technical expertise in creation of design solutions

4.3 Engage in ongoing testing, creative collaboration and refinement during the design process

4.4 Engage with other experts on relevant technical, legal and business requirements

5. Finalise designs

5.1 Negotiate and agree to modifications and amend designs as required

5.2 Develop documentation required for the production process

5.3 Present final designs and documentation to relevant personnel

6. Evaluate design work and process

6.1 Evaluate completed design in terms of its success in meeting branding or identity objectives

6.2 Assess the work against other creative, technical and business considerations

6.3 Analyse and evaluate feedback from client and others

6.4 Reflect on own role in design process and note areas for future improvement

6.5 Develop strategies for further development of own skills

Evidence of the ability to:

interpret objectives and requirements of design briefs

conceive and create professional graphic design solutions for branding and identity that fulfil creative, technical, intellectual property and budgetary requirements

communicate and collaborate effectively with creative team in:

concept development

design production and refinement

presentation and review

review final work for success in meeting creative, technical and client objectives

identify opportunities to further develop own skills.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

To complete the unit requirements safely and effectively, the individual must:

discuss current trends and ideas in branding and identity

identify key people involved in branding and identity design and their typical roles, responsibilities and relationships with the graphic designer

outline different types of branding and identity design projects and the particular considerations that apply to them

describe ways in which consumers respond to branding and identity for different types of products and services

explain production factors that may impact on designs

describe ways visual impact is achieved in branding and identity designs

explain how critical and creative thinking techniques can be used as part of the design process

explain the intellectual property issues relevant to branding and identity designs.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in creative arts industry environments. The assessment environment must include access to:

opportunities for collaboration with others

graphic design technologies.

Assessors of this unit must satisfy the requirements for assessors in applicable vocational educational and training legislation, frameworks and/or standards.

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Analyse creative briefs in terms of branding or identity objectives 
Evaluate the broader context for the design work 
Develop shared understandings of the scope and nature of branding or identity work with relevant people 
Negotiate and confirm practical considerations, including schedule and budgetary requirements 
Consider current trends and ideas about branding and identity and their effect on the project 
Analyse the client’s current approach to identity and brand strategy in the context of the work project 
Identify the particular production factors that impact on branding and identity work 
Assess and respond to legal considerations for branding and identity design 
Identify and source references for branding and identity work 
Explore the key questions that underpin branding and identity design 
Experiment with different techniques and media as an integral part of ideas generation 
Generate design ideas that support key client objectives 
Maximise contributions of others through collaboration on ideas as required 
Reflect on ideas for technical, creative and budgetary implications 
Refine and select approaches that best balance the overall needs of the brief 
Develop designs from initial concepts ensuring that all production and design factors are taken into account 
Combine conceptual and technical expertise in creation of design solutions 
Engage in ongoing testing, creative collaboration and refinement during the design process 
Engage with other experts on relevant technical, legal and business requirements 
Negotiate and agree to modifications and amend designs as required 
Develop documentation required for the production process 
Present final designs and documentation to relevant personnel 
Evaluate completed design in terms of its success in meeting branding or identity objectives 
Assess the work against other creative, technical and business considerations 
Analyse and evaluate feedback from client and others 
Reflect on own role in design process and note areas for future improvement 
Develop strategies for further development of own skills 

Forms

Assessment Cover Sheet

CUAGRD607 - Develop graphic designs for branding and identity
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Assessment Record Sheet

CUAGRD607 - Develop graphic designs for branding and identity

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

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Overall assessment result: Competent Not yet competent

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