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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Interpret creative briefs
   • 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
2. Evaluate potential approaches to branding and identity
   • 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
3. Generate and assess ideas
   • 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
4. Develop designs to support branding and identity
   • 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
5. Finalise designs
   • 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
6. Evaluate design work and process
   • 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

Performance Evidence

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.

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Knowledge Evidence

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.

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