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Elements and Performance Criteria

Required Skills

Required skills

communication skills to

interpret and clarify written proposals and creative briefs

work collaboratively on complex ideas and projects

present ideas for discussion and feedback

produce accurate and detailed design documentation

critical thinking and analytical skills to

evaluate branding and identity needs and develop sophisticated design solutions

distil key ideas and approaches from complex and varying information and ideas

initiative and enterprise skills to see opportunities for new and creative approaches to design challenges

literacy skills to engage with potentially complex information at an advanced level

selfmanagement and organisational skills to

take responsibility for the design challenge

meet responsibilities within a collaborative project

problemsolving skills to take ownership of complex technical and conceptual challenges and develop creative solutions in response

numeracy skills to interpret and work within project budgets

technology skills to

use the advanced features of current graphic design software programs

use the internet as a research tool

Required knowledge

current and emerging trends and ideas in the area of branding and identity

key people involved in branding and identity design work and their typical roles responsibilities and interrelationships particularly in relation to the graphic designer

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

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

production factors for different types of designs across the broad range of print and digital media

sources of ideas about branding and identity design

formal principles and elements of design

collaborative processes used in graphic design

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

intellectual property issues and legislation in relation to designs for branding and identity

sustainability considerations for branding and identity design

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to

independently conceive and create professional graphic design solutions for branding and identity

work confidently with the elements and principles of design across multiple branding and identity projects

collaborate effectively on creative technical and organisational issues

Context of and specific resources for assessment

Assessment must ensure

access to industrycurrent graphic design technologies

collaboration with others to reflect the design process

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

evaluation by industry professionals of design solutions developed by the candidate

evaluation of presentations made by the candidate about work developed

evaluation of processes used by the candidate to conceive plan and realise the work

evaluation of the effectiveness of project management evidenced through completion of work on time and on budget

evaluation of a candidates visual diary or other forms of documentation showing the development of the designs

questioning and discussion about candidates intentions and the work outcome

review of portfolios of evidence

review of thirdparty reports from experienced practitioners

Assessment methods should closely reflect workplace demands eg literacy and the needs of particular groups eg people with disabilities and people who may have literacy or numeracy difficulties such as speakers of languages other than English remote communities and those with interrupted schooling

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Branding or identity objectives may relate to:	corporate identity corporate branding product branding.
Broader contextmay relate to:	broader marketing objectives client preferences and perceptions cost constraints current approaches to corporate branding and identity within the organisation current place of the product or organisation in the marketplace industry trends key relationships for the project overall direction or philosophy of the organisation where the role of the designer begins and ends.
Scope and nature of branding or identity workmay include:	design of corporate materials, such as: branding and identity standards and manuals stationery digital design: intranet mobile phone personal digital assistant (PDA) web games design logo design signage design specific product branding.
Relevant people may include:	art directors clients creative directors employers image experts IT experts marketers mentors other artists and designers potential customers public relations advisors supervisors.
Trends and ideas about branding and identity may relate to:	changing consumer behaviour changing social mores consumer sophistication demographic patterns impact of technology (e.g. viral branding) relationships between brand, identity and other aspects of business types of imagery.
Brand strategymay relate to:	brand: architecture community culture equity essence extension co-branding corporate brand versus product brand viral branding.
Production factors may relate to:	printing requirements use of work in multiple media.
Legal considerations may relate to:	competitor activity intellectual property moral rights.
References may include:	digital images film and video internet models marketing data own experience product information photographs previous work reference books, journals and texts scripts technical data work of other designers writings.
Questionsmay include:	how can the design reflect the organisation’s values and philosophy? how can the design show what the organisation is interested in? how can the design stand out from the crowd? what is the client really trying to achieve? what practical considerations do I need to think about? what relationships is the design seeking to build? who is the design talking to and how does that group interact with images and words?
Elements and principles of design relate to:	alignment balance coherence colour composition contrast direction dominance emphasis form line movement pattern positive and negative space proportion proximity repetition rhythm shape simplicity or complexity subordination texture unity.
Creative collaboration and refinementmay involve:	client consultation informal conversations with peers modelling technical discussions workshopping of ideas.
Other expertsmay be professionals in the areas of:	advertising image information technology marketing public relations research writing.
Documentationmay include:	creative rationale finished art instructions for printers production specifications technical data.
Successmay be measured by:	client feedback cost effectiveness customer comments sales achieved.