Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

CUVGRD602A Mapping and Delivery Guide
Originate graphic designs for complex briefs

Version 1.0
Issue Date: April 2024


Qualification -
Unit of Competency CUVGRD602A - Originate graphic designs for complex briefs
Description This unit describes the performance outcomes, skills and knowledge required to independently conceive, plan and realise professional graphic design work to meet the demands of complex communication challenges and graphic design briefs.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application Graphic designers work in many different industry contexts. They may be employed in graphic design studios, commercial printing companies, advertising agencies, book and magazine publishers, television stations or in the marketing division of any business. Graphic designers also frequently offer their services on a freelance basis.Graphic designers at this level have highly developed technical skills as well as a capacity for independent thought and self-direction that allows them to plan, analyse and create visual solutions to complex communication challenges in a process that is usually not linear.Complex communication challenges and complex briefs are those that may include some or all of the following:multiple delivery platformslarge amounts of informationpotentially hostile audiencescross-cultural communicationinvolvement of a multidisciplinary teaminvolvement in the process of creating and negotiating the brief.In practice, this unit supports and is supported by other units describing the design process. For example, BSBDES502A Establish, negotiate and refine a design brief and BSBDES601A Manage design realisation.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites Not applicable.
Competency Field
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Negotiate graphic design briefs
  • Evaluate the overall objectives and parameters of complex graphic design projects
  • Develop and share ideas about projects with relevant people as part of a collaborative design process
  • Re-evaluate and refine options based on own analysis and input from others
  • Establish and agree on final nature and scope of design briefs
       
Element: Develop and refine graphic design concepts
  • Develop design concepts based on a sound understanding of the communication need and the range of options available to the professional designer
  • Identify the potential for individualised or specialised research to meet different design briefs
  • Adapt and use relevant ideas and approaches from research with consideration of intellectual property requirements
  • Evolve personal ideas through reflection on own practice to date
  • Inform designs through consideration of the potential of new and emerging technologies
  • Develop concepts that take account of both creative and technical requirements
  • Integrate individual research, personal ideas and professional realities to hone and confirm concepts
  • Create concept presentations that suit the nature of the work
       
Element: Plan and monitor graphic design projects
  • Develop sustainable project management plans for graphic design work
  • Engage specialist expertise where appropriate
  • Administer and monitor work against the project plan
  • Communicate and collaborate with relevant people at key stages
  • Develop and finalise project documentation at appropriate times during the project
  • Bring together the disparate challenges of the project to complete work on time
       
Element: Realise graphic design solutions
  • Integrate command of design techniques and tools to realise graphic designs
  • Work with the fundamental elements and principles of design with confidence and skill
  • Apply critical and creative thinking ability to challenge, adapt and refine graphic design solutions
  • Engage in an ongoing process of creative collaboration and refinement during the design process
       
Element: Evaluate design outcomes
  • Evaluate completed designs in terms of success in meeting objectives
  • Assess the work against other creative, technical and business considerations
  • Analyse and evaluate feedback from client and others
  • Develop strategies for possible adjustments to future work and potential for further development of own skills
       


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.

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, plan and realise graphic design solutions that meet the requirements of a range of complex briefs

apply creative and technical skills to the graphic design process

manage all aspects of the design process effectively, including project planning, monitoring and communication

collaborate effectively on technical and creative issues.

Context of and specific resources for assessment

Assessment must ensure:

collaboration with others as part of the design process

current graphic design technologies.

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:

professional evaluation by industry professionals of graphic 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 candidate’s visual diary or other forms of documentation showing the development of the designs

questioning and discussion about candidate’s intentions and the work outcome

review of portfolios of evidence

review of third-party reports from experienced practitioners.

Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. 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.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, 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.

Required skills

communication skills to:

articulate and share ideas about the technical and creative aspects of professional graphic design work

collaborate with others as part of the design process

critical thinking and analytical skills to:

evaluate ideas, information and key messages to develop creative responses to graphic design challenges

evaluate own work in terms of its coherence and success in meeting key objectives

initiative and enterprise skills to recognise and act on opportunities for refinement and enhancement

literacy skills to interpret information dealing with complex or abstract ideas

numeracy skills to develop realistic costings for graphic design work

problem-solving skills to:

proactively identify and develop effective solutions to complex challenges of a varied and unpredictable nature

resolve conceptual and technical issues that arise within professional graphic design work

self-management and planning skills to plan and coordinate the design project from initial concept to realisation

technical skills to apply and adapt specialised graphic design skills in working typography, layout and visuals

technology skills to show command of current software programs used by graphic designers.

Required knowledge

different types of graphic design projects across a broad spectrum of industry practice

roles and responsibilities of key people involved in the graphic design process and the typical communication protocols between those people

types of research that might be relevant to different types of project or design challenges

ways in which designers use research and existing personal ideas to develop design solutions

features of current and emerging technologies used in graphic design practice and the options they present for effective graphic design solutions

impact of professional realities and constraints on the graphic design process

project management systems, procedures and protocols

types of documentation that support graphic design projects

presentation options for communicating design concepts

types of specialist expertise available to the graphic designer

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

methods of communication used in graphic design, including simple, direct, complex, indirect, metaphoric, subliminal, sensual, emotional and humorous

intellectual property issues and legislation that impact on professional graphic design practice

sustainability considerations for graphic design practice

OHS requirements for graphic design work.

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.

Overall objectives and parametersmay relate to:

audience characteristics

broader marketing strategies

business performance measures

cost

conflicting demands

creative criteria

community participation or response

competition criteria

ethical considerations

legal or contractual considerations

technical requirements, including delivery platform

technologies

timeframe

triple bottom line (people, planet, profit).

Complex graphic design projectsmay involve:

complex messages

cultural complexities

multiple delivery platforms

multidisciplinary teams

negotiation or creation of the brief

potentially hostile audiences.

Relevant peoplemay include:

art directors

clients

creative directors

employers

editors

end users

mentors

other artists and designers

peers

potential customers

supervisors

technical experts

teachers.

Individualised or specialised researchmay relate to:

in-depth focus on a particular:

idea

material

media

process

technique

research of particular relevance to the design challenge:

economic

industrial

political

social.

Personal ideasmay relate to use of:

colour

humour

imagery

interactivity

social referencing

technology.

New and emerging technologiesmay include:

new options on the market

technologies not used before.

Concept presentationsmay include:

computer-aided drawing

mock-ups

models

presentations

sketching

technical drawing.

Sustainable project management plansare those that include:

professional project management plans that include:

contingency planning

internal and external resources

objectives and scope

risk management

timelines

monitoring and adjustment of the plan to complete work on time and within budget.

Specialist expertisemay include:

artists

illustrators

interactive media experts

marketing experts

researchers

writers.

Project documentationmay include:

creative rationale

instructions for printers

production specifications

technical data

update reports to client.

Design technique and toolsmay include:

creating storyboards

illustration

traditional or digital drawing

typography

using software for:

raster image manipulation (e.g. Photoshop)

vector image production (e.g. Illustrator or FreeHand)

web interactivity and animation (e.g. Macromedia Suite)

page layout (e.g. InDesign or Quark).

Fundamental 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.

Critical and creative thinking abilitymay involve:

analysis of complex and abstract ideas and theories

working effectively with concepts, such as:

adapting

analysing and evaluating actions and policies

challenging

clarifying issues, values and standards

comparing similar situations

comparing and contrasting ideals with practice

comparing and evaluating beliefs, interpretations and theories

debating and discussing

developing criteria for evaluation

distinguishing relevant from irrelevant facts

examining and evaluating assumptions

exploring implications and consequences

generating and assessing solutions

judging

making interdisciplinary connections

making plausible inferences and predictions

noting significant similarities and differences

nuance, subtlety and distinction

questioning

reading and listening critically

reflecting.

Creative collaboration and refinementmay involve:

client consultation

informal conversations with peers

technical discussions

workshopping of ideas.

Successmay be measured by:

audience response

client feedback

cost effectiveness

customer comments

sales achieved.

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
Evaluate the overall objectives and parameters of complex graphic design projects 
Develop and share ideas about projects with relevant people as part of a collaborative design process 
Re-evaluate and refine options based on own analysis and input from others 
Establish and agree on final nature and scope of design briefs 
Develop design concepts based on a sound understanding of the communication need and the range of options available to the professional designer 
Identify the potential for individualised or specialised research to meet different design briefs 
Adapt and use relevant ideas and approaches from research with consideration of intellectual property requirements 
Evolve personal ideas through reflection on own practice to date 
Inform designs through consideration of the potential of new and emerging technologies 
Develop concepts that take account of both creative and technical requirements 
Integrate individual research, personal ideas and professional realities to hone and confirm concepts 
Create concept presentations that suit the nature of the work 
Develop sustainable project management plans for graphic design work 
Engage specialist expertise where appropriate 
Administer and monitor work against the project plan 
Communicate and collaborate with relevant people at key stages 
Develop and finalise project documentation at appropriate times during the project 
Bring together the disparate challenges of the project to complete work on time 
Integrate command of design techniques and tools to realise graphic designs 
Work with the fundamental elements and principles of design with confidence and skill 
Apply critical and creative thinking ability to challenge, adapt and refine graphic design solutions 
Engage in an ongoing process of creative collaboration and refinement during the design process 
Evaluate completed designs in terms of success in meeting objectives 
Assess the work against other creative, technical and business considerations 
Analyse and evaluate feedback from client and others 
Develop strategies for possible adjustments to future work and potential for further development of own skills 

Forms

Assessment Cover Sheet

CUVGRD602A - Originate graphic designs for complex briefs
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

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Assessor name:

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Assessment Record Sheet

CUVGRD602A - Originate graphic designs for complex briefs

Student name:

Student ID:

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

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

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