Elements and Performance Criteria
- Interpret creative briefs
- Analyse creative briefs to determine the key communication objectives
- Evaluate the broader context for the type of advertising media required
- Develop shared interpretations of advertising requirements with relevant people
- Negotiate and confirm practical considerations, including schedule and budgetary requirements
- Evaluate the context for advertising work
- Generate and assess advertising ideas
- Identify and source references to assist development of visual concepts for advertising
- Explore different visual devices to communicate key messages
- Collaborate with others to make the best use of their contribution to ideas
- Reflect on technical, creative and budgetary implications when considering ideas
- Refine and select approaches that best balance the overall needs of the brief
- Develop designs for advertising
- Develop designs from initial ideas ensuring that all production and design factors are taken into account
- Combine conceptual and technical expertise to manipulate visual design components to communicate key messages
- Use testing, creative collaboration and refinement throughout the design process
- Consult with other experts on relevant legal, ethical and business requirements
- Finalise advertising designs
- Evaluate effectiveness of advertisements
- Evaluate completed designs in terms of successin meeting objectives
- Assess the work against other creative, technical and business considerations
- Analyse and evaluate feedback from client and colleagues
- Reflect on own role in design process and note areas for future improvement
- Develop strategies for further development of own skills